LMAtech 2015 - CRM Workshop

CRM WorkshopClient Relationship Management:

One Size Does Not Fit All

Christina R. Fritsch, J.D.

Founder / CRM Success ConsultantCLIENTSFirst Consulting LLC

14 years experience working together with more than 300 top law firms across the country

Background in law, technology and business development Focus on Client service and CRM Success

Michael Warren

Founder/ CRM ConsultantStanton Allen Limited

20 years experience working in data & CRM in professional services

Worked for LexisNexis, Tikit and prior to professional services HP and News International

Focus on data quality, management and CRM success

Jill Warren

Director of BD & Marketing (Global CMO)Bird & Bird LLP

Bird & Bird: 1100+ lawyers, 18 countries, 28 offices in Europe & AsiaPac In legal marketing since 1999, previously

with Hogan Lovells, Freshfields Experience with various international

CRM/Contact Management projects US/Dutch national

based in Germany & the UK

Allyn Stone

CRM Program Administrator/VP in ITDuff & Phelps

Manage InterAction, Salesforce and Magentrix instances for over 2200 users globally

Experience with multiple upgrades, new business integrations and International rollouts

Focus on coordination between Marketing, Technology, and Professionals for the best user experience

Michelle Rutz

Business Development & Marketing DirectorBarack Ferrazzano Kirschbaum & Nagelberg LLP

Barack Ferrazzano: 100+ attorneys in Chicago, Illinois

16 years of legal marketing experience, previously with Locke Lord (formerly known as Lord Bissell prior to 2007)

Implementation of multiple CRM solutions throughout career, both marketing-only and firm-wide/international

The CRM Challenge

According to respected business research organizations, up to 70% of CRM implementations failed to meet expectations - resulting in a tremendous loss of money, time, resources -

and credibility

The Good News

Success is possible! It can often be accomplished without

having to spend a lot of money It’s actually more about the people and

process than the technology

Reasons for CRM Failure

The most common reasons for CRM failure Lack of buy-in from management Failure to commit necessary resourcesLack of input or buy-in from key user groupsLack of strategy or planningAttorney perceptions of CRM as a marketing toolData quality issues Misguided or unrealistic expectationsDid we mention data quality issues

Today’s Agenda

CRM’s past vs. CRM today

CRM ROI Workshops / breakouts Strategies for success Data quality Adoption and buy-in Needs assessment and goal setting Integration New CRM product and integration options

What CRM Was - CRM 1.0

A database A marketing tool List and event management Marketing activities Relationship intelligence / who knows whomA ‘really expensive mailing list’ A year (or more) of your life

What Are Firms Doing with CRM Today

Tactical Marketing: - Centralising contacts- Managing lists in one place- Event management and email communications - Relationship Intelligence

Marketing Database: - Dynamic list creation - Tracking responsiveness for communications- More targeted campaigns

CRMSystem Usage

System Maturity

Simple

Advanced

New Developed

The Great Thing About CRM:It can Do a Thousand Things

Targeting / segmenting Referral tracking Alumni tracking Information delivery Who knows who / relationship

intelligence Who knows what / experience or

expertise tracking Client team support Cross selling support Improved Client service Reminders

Event attendance Activity tracking Opportunity identification / tracking Pitch / RFP tracking Marketing expense tracking /

budgeting Identification of top or at risk Clients Industry marketing ROI on sponsorships / tickets

It Should Probably Only Do 3

Figure out your needs first

Then buy the technology

Do you know what those top 3 things are in your firm?

The Problem with CRM:

Bells & Whistles

List and event management Reminders and alerts Relationship intelligence Watch lists Integrated data sources Customizable reports Targeting and segmenting Opportunity tracking Signature scraping

The Dog & Pony ShowProviders open the stables and trot out coolest things

they think customers will want:

OK, yes, they are appealing – BUT WE DESERVE MORE

Results Retention of current Clients and attorneys Representing new Clients Revenue generation Reducing time spent on redundant tasks and processes Risk assessment Recruiting key laterals Reports to drive business decisions Rewarding positive behavior Respect for the marketing department

Putting the ‘R’ in ROI

What CRM Should Do

Solve problems Automate processes Save time and money Improve communication, coordination and client

service Facilitate business development Enhance revenue

Working Session 1

identify the priorities that you would want CRM to deliver to achieve real benefit to your users and the firm

Identify the priorities that you would want CRM to deliver to achieve real benefit to your

users and the firm.

Strategies for Success

Needs assessment Business development Dedication of resources Problem solving Process automation Cost reduction Focus on data quality

Data Quality

Up to 30% of data degrades each year Attorneys are trained to find fault Bad data can reduce adoption (to 0)

By definition, if the data is bad, the system is bad

Data resources are essential Initial and ongoing Outsourced options

Dedicate Necessary Resources

TimeMoney People

Training

Train end users in their own environments utilizing data and scenarios that are relevant to them

Desk-side training for attorneys Group training for secretaries Plan for ongoing training Integrate new attorneys / laterals Support with user friendly materials

Desk references Quick reference cards

Buy-in / Adoption / Ongoing Utilization

Leadership support is essential Provide individualized value Communicate constantly Celebrate successes Solicit feedback Involve key groups of stakeholders

Their assistance is often essential They may have to help with supportThey are often great negotiatorsThey understand the hardware and software

requirementsThey understand integration and security issues

A Key Group: IT

In the immortal words of a Managing Partner of a 700 attorney firm in the middle of a CRM rollout: Don’t P!#$ off the secretaries!

One More Key Group Never to Forget

Goals Are Essential

MeasurableAchievable Agreed upon by key stakeholders

Tracking Activities

Tactical Marketing: - Activity tracking is done manually by proxies- Focus needs to be on business benefit and reporting to encourage behaviour

Marketing Database: - Implementation of automatic activity tracking for events and email

CRMSystem Usage

System Maturity

Simple

Advanced

New Developed

Managing Pipeline

Tactical Marketing: - Formal Pitch tracking is done by using a system of alerts and notifications - There is little or no tie in to CRM

Marketing Database: - Retrospective tracking of opportunities and outcomes is managed in CRM

CRMSystem Usage

System Maturity

Simple

Advanced

New Developed

To Integrate or Not To Integrate

First, ask whyCommunication, coordination, client serviceEnhanced user experience or participationEase of access to informationReduced time spent on redundant processes

Consider the costs

Working Session 2

identify the priorities that you would want CRM to deliver to achieve real benefit to your users and the firmWhat are some of the best ways you can think

of to drive user adoption?

Other CRM Options

The CloudSalesForce HubSpot

Homegrown systemsOther tools LinkedIn

Product Options Features & Functions

What’s new and what’s next

RFP and pitch tracking ERM Online contact information verification Mobile Online event RSVPs and surveys Opportunity tracking Event management LinkedIn Integrations Business card Scanning

Additions, Enhancements

ERM – Relationship Discovery

Signature Scraping – Gwabbit

gwabbithas found a new contact…

Todd MillerCEOgwabbitV: 888 990 9590V: 831 659 2672F: 831 308 5084tmiller@gwabbit.comwww.gwabbit.com

Add contact

Ignore

gwabbit Outlook can be configured in multiple ways. One option is to display the gwabbit alert real time as new and updated signature contacts are found in signatures.

Address book contacts are added/updated with a mouse click.

gwabbit can use shared folders to enable admins to vet contacts for attorneys

Mobile

Phone Integration – ContactEase

BusinessDevelopment

Event Registration and Tracking

E-mail Marketing Integration

LinkedIn Integration – InterAction

LinkedIn Integration – InterAction

Portal Integration

Client News Feeds – Fellsoft / Manzama

Track Surveys and Results

Business Development Tracking – ContactEase

Pipeline – OnePlace

Pipelines – InterAction

Pipeline – InterAction

Client Activity Updates in CRM - Fellsoft

New Matter Intake – ContactEase

Maps - IntelliPad

Constant Contact Integration - IntelliPad

Data Quality Tools

Outlook Cleanup Tools – ContactEase

ERM – Enhanced with Company Information

Final Success Tip

Be patient Don’t try to do everything Small wins, communicate successes, repeat Involve end users Focus on best practices Don’t reinvent the wheel Don’t do it alone

Ask for help from: PeersProvidersConsultantsLMA resources

The REAL Key to CRM Success

FOOD !