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CRM WorkshopClient Relationship Management:
One Size Does Not Fit All
Christina R. Fritsch, J.D.
Founder / CRM Success ConsultantCLIENTSFirst Consulting LLC
14 years experience working together with more than 300 top law firms across the country
Background in law, technology and business development Focus on Client service and CRM Success
Michael Warren
Founder/ CRM ConsultantStanton Allen Limited
20 years experience working in data & CRM in professional services
Worked for LexisNexis, Tikit and prior to professional services HP and News International
Focus on data quality, management and CRM success
Jill Warren
Director of BD & Marketing (Global CMO)Bird & Bird LLP
Bird & Bird: 1100+ lawyers, 18 countries, 28 offices in Europe & AsiaPac In legal marketing since 1999, previously
with Hogan Lovells, Freshfields Experience with various international
CRM/Contact Management projects US/Dutch national
based in Germany & the UK
Allyn Stone
CRM Program Administrator/VP in ITDuff & Phelps
Manage InterAction, Salesforce and Magentrix instances for over 2200 users globally
Experience with multiple upgrades, new business integrations and International rollouts
Focus on coordination between Marketing, Technology, and Professionals for the best user experience
Michelle Rutz
Business Development & Marketing DirectorBarack Ferrazzano Kirschbaum & Nagelberg LLP
Barack Ferrazzano: 100+ attorneys in Chicago, Illinois
16 years of legal marketing experience, previously with Locke Lord (formerly known as Lord Bissell prior to 2007)
Implementation of multiple CRM solutions throughout career, both marketing-only and firm-wide/international
The CRM Challenge
According to respected business research organizations, up to 70% of CRM implementations failed to meet expectations - resulting in a tremendous loss of money, time, resources -
and credibility
The Good News
Success is possible! It can often be accomplished without
having to spend a lot of money It’s actually more about the people and
process than the technology
Reasons for CRM Failure
The most common reasons for CRM failure Lack of buy-in from management Failure to commit necessary resourcesLack of input or buy-in from key user groupsLack of strategy or planningAttorney perceptions of CRM as a marketing toolData quality issues Misguided or unrealistic expectationsDid we mention data quality issues
Today’s Agenda
CRM’s past vs. CRM today
CRM ROI Workshops / breakouts Strategies for success Data quality Adoption and buy-in Needs assessment and goal setting Integration New CRM product and integration options
What CRM Was - CRM 1.0
A database A marketing tool List and event management Marketing activities Relationship intelligence / who knows whomA ‘really expensive mailing list’ A year (or more) of your life
What Are Firms Doing with CRM Today
Tactical Marketing: - Centralising contacts- Managing lists in one place- Event management and email communications - Relationship Intelligence
Marketing Database: - Dynamic list creation - Tracking responsiveness for communications- More targeted campaigns
CRMSystem Usage
System Maturity
Simple
Advanced
New Developed
The Great Thing About CRM:It can Do a Thousand Things
Targeting / segmenting Referral tracking Alumni tracking Information delivery Who knows who / relationship
intelligence Who knows what / experience or
expertise tracking Client team support Cross selling support Improved Client service Reminders
Event attendance Activity tracking Opportunity identification / tracking Pitch / RFP tracking Marketing expense tracking /
budgeting Identification of top or at risk Clients Industry marketing ROI on sponsorships / tickets
It Should Probably Only Do 3
Figure out your needs first
Then buy the technology
Do you know what those top 3 things are in your firm?
The Problem with CRM:
Bells & Whistles
List and event management Reminders and alerts Relationship intelligence Watch lists Integrated data sources Customizable reports Targeting and segmenting Opportunity tracking Signature scraping
The Dog & Pony ShowProviders open the stables and trot out coolest things
they think customers will want:
OK, yes, they are appealing – BUT WE DESERVE MORE
Results Retention of current Clients and attorneys Representing new Clients Revenue generation Reducing time spent on redundant tasks and processes Risk assessment Recruiting key laterals Reports to drive business decisions Rewarding positive behavior Respect for the marketing department
Putting the ‘R’ in ROI
What CRM Should Do
Solve problems Automate processes Save time and money Improve communication, coordination and client
service Facilitate business development Enhance revenue
Working Session 1
identify the priorities that you would want CRM to deliver to achieve real benefit to your users and the firm
Identify the priorities that you would want CRM to deliver to achieve real benefit to your
users and the firm.
Strategies for Success
Needs assessment Business development Dedication of resources Problem solving Process automation Cost reduction Focus on data quality
Data Quality
Up to 30% of data degrades each year Attorneys are trained to find fault Bad data can reduce adoption (to 0)
By definition, if the data is bad, the system is bad
Data resources are essential Initial and ongoing Outsourced options
Dedicate Necessary Resources
TimeMoney People
Training
Train end users in their own environments utilizing data and scenarios that are relevant to them
Desk-side training for attorneys Group training for secretaries Plan for ongoing training Integrate new attorneys / laterals Support with user friendly materials
Desk references Quick reference cards
Buy-in / Adoption / Ongoing Utilization
Leadership support is essential Provide individualized value Communicate constantly Celebrate successes Solicit feedback Involve key groups of stakeholders
Their assistance is often essential They may have to help with supportThey are often great negotiatorsThey understand the hardware and software
requirementsThey understand integration and security issues
A Key Group: IT
In the immortal words of a Managing Partner of a 700 attorney firm in the middle of a CRM rollout: Don’t P!#$ off the secretaries!
One More Key Group Never to Forget
Goals Are Essential
MeasurableAchievable Agreed upon by key stakeholders
Tracking Activities
Tactical Marketing: - Activity tracking is done manually by proxies- Focus needs to be on business benefit and reporting to encourage behaviour
Marketing Database: - Implementation of automatic activity tracking for events and email
CRMSystem Usage
System Maturity
Simple
Advanced
New Developed
Managing Pipeline
Tactical Marketing: - Formal Pitch tracking is done by using a system of alerts and notifications - There is little or no tie in to CRM
Marketing Database: - Retrospective tracking of opportunities and outcomes is managed in CRM
CRMSystem Usage
System Maturity
Simple
Advanced
New Developed
To Integrate or Not To Integrate
First, ask whyCommunication, coordination, client serviceEnhanced user experience or participationEase of access to informationReduced time spent on redundant processes
Consider the costs
Working Session 2
identify the priorities that you would want CRM to deliver to achieve real benefit to your users and the firmWhat are some of the best ways you can think
of to drive user adoption?
Other CRM Options
The CloudSalesForce HubSpot
Homegrown systemsOther tools LinkedIn
Product Options Features & Functions
What’s new and what’s next
RFP and pitch tracking ERM Online contact information verification Mobile Online event RSVPs and surveys Opportunity tracking Event management LinkedIn Integrations Business card Scanning
Additions, Enhancements
ERM – Relationship Discovery
Signature Scraping – Gwabbit
gwabbithas found a new contact…
Todd MillerCEOgwabbitV: 888 990 9590V: 831 659 2672F: 831 308 [email protected]
Add contact
Ignore
gwabbit Outlook can be configured in multiple ways. One option is to display the gwabbit alert real time as new and updated signature contacts are found in signatures.
Address book contacts are added/updated with a mouse click.
gwabbit can use shared folders to enable admins to vet contacts for attorneys
Mobile
Phone Integration – ContactEase
BusinessDevelopment
Event Registration and Tracking
E-mail Marketing Integration
LinkedIn Integration – InterAction
LinkedIn Integration – InterAction
Portal Integration
Client News Feeds – Fellsoft / Manzama
Track Surveys and Results
Business Development Tracking – ContactEase
Pipeline – OnePlace
Pipelines – InterAction
Pipeline – InterAction
Client Activity Updates in CRM - Fellsoft
New Matter Intake – ContactEase
Maps - IntelliPad
Constant Contact Integration - IntelliPad
Data Quality Tools
Outlook Cleanup Tools – ContactEase
ERM – Enhanced with Company Information
Final Success Tip
Be patient Don’t try to do everything Small wins, communicate successes, repeat Involve end users Focus on best practices Don’t reinvent the wheel Don’t do it alone
Ask for help from: PeersProvidersConsultantsLMA resources
The REAL Key to CRM Success
FOOD !
