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CRM Panel Cole Valley Users Group

Effective Client Relationship Management (CRM) is crucial for businesses aiming to foster strong client connections. A good CRM system should clearly identify clients, maintain comprehensive quantitative data, integrate seamlessly with firm applications, and track referrals and events. Addressing challenges such as management support and data integrity is vital for success. Understanding client “families” and prioritizing data accuracy can significantly improve service initiatives and business development efforts. Discover practical insights to transform your CRM approach and enhance client relationships effectively.

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CRM Panel Cole Valley Users Group

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  1. CRM PanelCole Valley Users Group Steve Barrett CMO, Drinker Biddle & Reath LLP Philadelphia, PA March 20, 2007

  2. Lexicon: CRM = “Client Relationship Manager” • If your system cannot tell you who’s a firm “Client,” you don’t have a “C” • If you don’t have a “C,” you cannot have an “R” • If you have neither a “C” or an “R,” you only have an “M,” which is just a 400-horsepower “Mailing” list!

  3. What is a Good CRM System? • Includes: • Client Yes/No indication (w. client ##s) • Summary client quantitative data • Big client v. little client indication • Other contacts at client/prospect organization • Subjective client + contact data

  4. What is a Good CRM System? • Includes (cont’d): • Easy integration with firm applications • Alumni + Referral sources tracking • Event tracking

  5. What Good is a CRM System? • Multi-Dimensional (integrated CRM): • Targeting clients for service improvement initiatives • Supporting Client Service Teams’ proliferation efforts • More accurate client source info • Supports individual attorney + firm-wide sales/direct business development

  6. What is a Client “Family” Parent Org. Div. 2 Div. 1 Sub. 1 Sub. 2 Client Client Prospect Prospect Prospect Prospect

  7. The Gillette Co. Safety Razor Division Braun Duracell Right Guard/Soft & Dri/Dry Idea Edge Shaving Cream Afta Oral-B Satin Care Thermoscan *Toni + Prell *PaperMate *Waterman What is a Client “Family”

  8. What Should Precede CRM? • Lost business/shrinkage analysis (Can any be restored/recovered?) • Need to aggregate client info into comprehensive “views”(esp. w. corporate “families”) • Thorough understanding of firm’s clients (conduct “business autopsy”) • Stratification analysis (“What’s your 80/20”?) You’ll find it’s more like 90/10, in most “full-service” firms of any size.

  9. Stratification (Sample) –

  10. “What’s your 80/20”? • So...should you spend80+% staff time on the data accuracy of unimportant clients? • Or...80+% of time ensuring accuracy of major client data & enhance that info to propel relationship growth? • Should you relate to fans in bleachers or sky boxes?

  11. What Undermines CRMs? • Lack of management support • Convoluted roll-out, infrastructure & training needs • Focus on achieving 100% data integrity • Incompatibility issues, siloed data • Attorney contact release/compliance

  12. What Undermines CRMs? • Firm business development/sharing culture • Low teamwork/“client-centricity” readiness • Needless complexity – training overheads deter usage + low usage undermines success

  13. The Challenges • Mastering Administrivia • Links to client info, web sites • Maps/directions • Client Service Team support (“M”s cannot provide) • Integration w. hand-helds • Color-coding (S/M/L/XL) • Integration (w. phone dialing, mail-merge, e-mail, fax covers, shipping labels, etc.)

  14. The Challenges • Mastering Administrivia (cont’d) • Familiar user interface? • Data enrichment (from Martindale, SHRM, ACCA, other sources) ? • % with e-mail addresses?

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