CRM Success Steps and Strategies - Part 7: Communicate Effectively

As with any type of technology implementation, ongoing communication and training will be imperative. End users need to understand the reasons for CRM and, most importantly, what’s in it for them. Create benefit statements for key groups. Provide relevant information and answer questions. Get firm leaders to sign off on key communications to demonstrate support. Most importantly, when good things happen, share successes.

Additionally, as marketers, we all know that a bit of branding can make anything (even CRM) more appealing. Come up with a theme for the rollout – and don't be afraid to have some fun. Yes, I also just used the words “fun” and “CRM” in the same sentence. Create campaigns and contests and give away prizes to drive participation….

CRM Success Steps and Strategies - Part 6: Roll Out Gradually

Once you have selected your system, you can begin planning for the rollout. Don't make the mistake of attempting a “boil the ocean” implementation, deploying too many features to too many people in too big a hurry. Firm-wide rollouts are usually a bad idea because without taking the time to properly test the system, any problems or missteps you run into can be amplified exponentially.

Instead, begin with a pilot group of attorneys and assistants who have an interest in participating, are invested in system success and have time to provide the critical feedback that is needed to improve the rollout for the rest of the firm. Most importantly, roll out the system to address the needs and challenges identified during the assessment. Each group should be exposed to the features of the system that can best address their unique needs. Follow the same plan when moving forward with the broader rollout: deploy in groups that share common goals or objectives and match features to their needs….