Client Relationship Management (CRM) is about every people-related event and issue. It is not limited solely to business development and marketing. As the legal industry is becoming more homogenous, clients are looking for characteristics to differentiate one firm from another. Recent history has shown the legal industry implemented CRM systems expecting the technology to solve client service challenges. However, the software alone cannot be the catalyst for change nor can it address the real core challenges facing law firms and corporate legal entities today.
Approaching the roadmap to true client relationship management involves identifying the right clients, developing the right client strategy, institutionalizing clients, creating and binding loyalty of top clients, ensuring lawyers are effective at developing and integrating relationships, branding expertise and increasing profitability through better business intelligence indicators. Achieving successful CRM requires communication and synergy with all levels of firm leadership.
Baker Robbins & Company’s CRM practice assists firms and corporate legal departments in defining how CRM can be of value to their organizations, the requirements and resources needed to successfully realize an investment in CRM, and how to effectively deploy CRM while also navigating the change management process.
