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Secrets of CRM Success – How to Minimize Mistakes and Maximize Results

Secrets of CRM Success – How to Minimize Mistakes and Maximize Results. Christina R. Fritsch, JD ClientsFirst Consulting CF@ClientsFirstConsulting.com 404-249-9914 . CRM Discussion Overview. What CRM Is and Is Not Aspirations vs. perceptions What CRM Can Do What CRM Should Do

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Secrets of CRM Success – How to Minimize Mistakes and Maximize Results

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  1. Secrets of CRM Success – How to Minimize Mistakes and Maximize Results Christina R. Fritsch, JD ClientsFirst Consulting CF@ClientsFirstConsulting.com 404-249-9914

  2. CRM Discussion Overview • What CRM Is and Is Not • Aspirations vs. perceptions • What CRM Can Do • What CRM Should Do • CRM Challenges • Keys to CRM Success • Final Success Tips

  3. What CRM Is - Perceptions A database A mailing list A marketing or IT/IS ‘project’ or initiative

  4. What CRM Should Be - Aspirations A business development and marketing tool An information delivery and sharing tool A Client service tool A change in the way your firm thinks about and manages relationships

  5. What CRM Is Not A project An initiative Easy

  6. What CRM Can Do • Experience tracking • Relationship intelligence / who knows whom • Alumni programs • Client team support • Business development / opportunity tracking • Expense tracking E-mail marketing Client and prospect communications Event management Referral tracking Targeting Segmenting Cross selling Activity tracking Information sharing

  7. What CRM Should Do • Improve communications • Enhance Client service • Help the firm achieve strategic goals and crucial marketing and business development objectives

  8. The CRM Challenge According to respected business research organizations, in the past, over 70% of CRM implementations failed to meet expectations

  9. The Good News • Success is possible • When implemented strategically, CRM can help the firm to • Enhance communications • Expand relationships • Increase revenue • Improve Client service

  10. Reasons for CRM Failure • CRM is about • People • Process • Content • Technology • The problem typically wasn’t the technology

  11. Reasons for CRM Failure • The most common reasons for CRM failure • Unrealistic expectations • Lack of buy-in from management • Lawyers unwilling to share ‘their’ contacts • Lack of input from key user groups • Lack of strategy or planning • ‘Generic’ or technical training • Failure to commit necessary resources • Data quality issues

  12. Keys to CRM Success • People • Planning • Process • Content • Communication • Training • Commitment of resources • Time, Money and People

  13. Focus on Data Quality • Data quality is essential • And frequently neglected • Firms that neglect data quality often consider their CRM implementations unsuccessful • Data quality essentials • Data quality standards • Dedicated resources • Time, money, staffing, technology • s

  14. Final Success Tips • Be strategic • Provide value to end users • Small victories, communicate successes, repeat • Patience • Utilize best practices • Don’t do it alone • Get assistance early in the process • To ensure ROI, minimize challenges and enhance success • Reach out to peers, industry organizations or consultants

  15. Contact Information Christina R. Fritsch, JD ClientsFirst Consulting CF@ClientsFirstConsulting.com 404-249-9914

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