Sure, there are plenty of stories about CRM failures. But in reality, when rolled out successfully, CRM has tremendous potential. It can actually help a firm to improve communication, coordination and Client service. If you think long and hard about it, I bet you’ll have trouble coming up with too long a list of really important stuff we do in a law firm that don't involve at least one of those things. That’s because law firms are relationship businesses and relationships take a lot of all of the above.
Here are just a few of the things CRM can help us to do:
- We can de-duplicate our contact lists so we don’t send the same people multiple communications.
- We can generate lists that can be segmented by key categories to ensure that we can target information to the people who can benefit from it.
- We can alert potential Clients of important changes in laws or regulations that can affect them.
- We can coordinate Client team meetings and efforts.
- We can share information gathered from client surveys about Client service preferences.
All of these things can help CRM to become the apple of our firm’s collective eye. Then, there are even more important things that CRM can do…