- “Wouldn’t it be great to understand why clients buy from us so that we can find more like them”?
- “How about understanding which clients are only working with one practice area, so we can cross-sell other services to them”?
- “Where are the really strong relationships that exist between our firm and our clients so we can work out how best to nurture and develop our clients”?
- Data stills keeps on getting dirty. So implementing a clear plan for managing data and deploying tools and resources is critical to success.
- Most users are too busy to come to training courses. The increasing pressure on lawyer billable hours means we have to work out strategies for using “dead” time for client relationship management and move further down the road of passive data collection.
- Our clients and potential clients are increasingly wary and frustrated with being over-communicated with and legislation is changing to increase their rights. Therefore making sure that you can categorise contacts by their areas of interest and their level of engagement with you is fundamental.
We all know what it takes to be successful when it comes to law firm CRM but it has to start with the most important question of all:
Why are we doing this?
In order to sell CRM to your users you have to be able to answer that question yourself.
As for me, I’m looking forward to the next 20 years in legal CRM. Or maybe not. Perhaps I should go and do something a little easier, like managing Brexit!