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CRM Panel Cole Valley Users Group

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

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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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