Your CRM Journey - Part 3: Travel Companions

It’s always more fun to travel with a friend, so you may want to invite some other folks along for the ride. CRM is a team sport. Trying to go it alone is not only incredibly painful – it’s impossible.

Get key people in the marketing department involved. During the rollout you will want their help with things like planning, communications and training. After the rollout you will need them to be involved in ongoing meetings with the attorneys to answer questions and help them grasp how CRM could actually be a business tool that can help to bring in Clients – rather than just a glorified Rolodex.

And why not find a few lawyers who may have sense of adventure. You may actually be pleasantly surprised to find some (but start looking now because it may take a while). You can't pull this off without support from firm leaders – and without most of the other attorneys in the firm participating, it can all fall apart.

Most importantly, be aware that you may run into some hills and valleys along the way, so it can be extremely beneficial to build a bridge with your IT department. They can be great guides. They often know the territory because they have been down similar paths in the past. But even with all of this help, you are still going to need a good map …  

Your CRM Journey - Part 2: Packing

So what should you pack for your journey to CRM success? First I would start with some patience. CRM success is rarely instantaneous, and if you are in a hurry to see immediate results, you are often going to be sadly disappointed.

Next I would bring along a positive attitude. Being successful with CRM requires changing behavior and attitudes, which can be challenging, so it’s essential that you lead by example by being upbeat and optimistic. That may not always be easy, but it certainly will make the journey more pleasant for everyone involved. Remember no one likes to fight on a long trip - that’s why there are portable DVD players.

Finally, bring a map. CRM success isn't as easy as just getting from point A to point B. The road can sometimes be winding and there will often be obstacles blocking the way. The only way to get through is to have a well-thought-out strategy and a plan in place to keep you moving forward. One final packing note, be sure to roll instead of folding to reduce wrinkles. 

Your CRM Journey - Part 1: CRM Is Not a Trip

I recently heard someone comment that CRM is a journey, not a trip. Truer words were never spoken. 

As many of my Clients will tell you, I am fond of saying that CRM is not a project, an initiative or a rollout – it’s a fundamental change in the way that your firm manages and leverages its relationships. And these relationships are essential to the success of the firm. This, therefore, makes CRM essential to the success of the firm. That’s a pretty thought-provoking syllogism… well, almost.

This also means that you can't think of your CRM journey as something that will ever really ‘end.’ It will be a necessary and even essential element of the firm's success and growth. So be prepared: you are in it for the long haul. And since the CRM journey will never be over, you better start thinking about out what to pack…

CRM Success by the Numbers - Part 8: Golden Years

As your CRM implementation ‘grows up,’ there are a whole lot more numbers that become important. You have to keep your system healthy as it becomes more ‘mature. You certainly don't want your CRM getting 'age spots'… or losing its 'vision.'

As your implementation reaches a ripe old age, which can be as early as 3 to 5 years after the rollout (CRM ‘years’ are a bit like ‘dog’ years that way) you have to make sure it gets a regular physical to keep it in shape and make sure it doesn't lose its ‘muscle.’ You should run all the necessary tests to make sure it is still providing the firm and attorneys with value and ROI.

Here are a few numbers that can help to identify this value:

• Numbers of relationships identified for business development
• Numbers of records categorized to help with targeted marketing
• Reductions in the amount of bounced e-mail communications
• Reduction in the cost of returned mail
• Numbers of key contacts added to mailing or event lists
• Numbers of industry codes added to key contacts

All of these things can help the firm save billable time and money and enhance marketing and business development. The return you will receive on any of these can allow the system to pay for itself in time. In fact, if your CRM system is doing even a few of these things – and none of the attorneys are actively campaigning to toss it out the window – it’s definitely ‘golden.’

CRM Success by the Numbers - Part 7: Too Many Numbers – or Balls – in the Air

The CRM success goals you set should be measurable, achievable and agreed upon by the firm’s key CRM stakeholders. They should also be relevant. In a law firm, that means saving time, solving problems or, best of all, increasing revenue. Most importantly they should be limited in number. If you try to keep too many CRM success balls in the air, you will often end up dropping them all.

Here are some relevant goals that I’ve seen firms set – and achieve:

• Clean up just one list for an upcoming mailing or event – and then another – and another
• Categorize a group of contacts such as competitors or vendors so that we don't inadvertently invite them to our next event
• Get one BD-focused Practice Group to enter their reimbursable business development activities with prospects
• Print reports of marketing activities with top Clients to provide at the monthly client team meeting
• Input industry information or codes for the firm’s top 100 (or 200 or 500) Clients so that lists can be generated for industry-focused publications or events
• Build an expert witness database for the litigation group
• Create some specialized fields for firm personnel records to track languages, education or expertise for pitches
• Here’s a particularly (or not) relevant goal for quite a few firms: this year, let’s fix the holiday card list.

 Fixing that one may just pay for the CRM system. Better get started in August though…

CRM Success by the Numbers – Part 6: Stretch Goals

To really achieve results and ROI with CRM, you have to put metrics in place to enhance and track success. It's a fact that what gets measured gets done. As an added benefit, achieving goals can give everyone involved a feeling of accomplishment so they appreciate that the project is progressing and the time and money hasn’t been wasted.

But the worst thing you can do is to set unrealistic goals or metrics - what some people call “stretch goals.” In my experience, people who like to combine those two words are often the same ones who make unrealistic demands to get a challenging project accomplished in an impractical amount of time with insufficient resources.

Here are some of the “stretch goals” that are often set during CRM rollouts:

• We want 100% data quality
• We have to clean up ALL of lists right away
• Let's put EVERYONE through an hour of classroom training
• We should enter EVERY business development activity
• We are planning to roll out the system to the WHOLE FIRM ALL AT ONCE so we can get immediate results

And, my personal favorite: 

• We have to get ALL of the attorneys to use it – without making ANY additional work for them – and without irritating ANYONE.

Good luck with that one. 

Instead of achieving enhanced results, in most cases, setting these types of “stretch goals” actually ends up being counterproductive. I mean, who is willing to bend over backwards to try to accomplish goals that they don't believe are even achievable… 

CRM Success by the Numbers - Part 5: 0-Sum Game

CRM Success is not a zero-sum game. By definition, in a zero-sum game, the sum of the winnings and losses of the various players is always zero. Basically, it's winner-take-all.

In contrast, if the CRM Success game is played right, everyone wins. The attorneys get more Clients, the firm makes more money, the Clients get better service, and the Marketing Department and CRM manager get to keep their jobs. The problem is figuring out how to play the game… especially when there are no written rules. This is where some game strategy can come in handy.

While CRM can't be everything to everyone, it can help some key law firm constituencies with some challenging issues. On a good day, CRM can be pretty effective at improving communication, coordination, Client service and business development – things that all seemed to be important in the law firm the last time I checked. In fact, I bet if you asked almost any attorney in the building if any of those things is on their "important-stuff- I-need-to-do" list, at least one of these things is somewhere near the top.

But those same attorneys would never be able to tell you how CRM can help them – because most of them have no idea what it does. Some of them don't even know what it is. But that’s ok because it’s not their job to know. It’s ours...