CRM SUCCESS STEPS AND STRATEGIES.

• Author: Fritsch, Chris

Yes, you read that title right. The words "CRM" and "success" were just used together. Whether you are rolling out a new client relationship management (CRM) system for the first time or trying to enhance adoption of an existing system, success is possible!

But that doesn't mean CRM success is simple. You can't just install the system and expect clients to line up at the office door with bags of money. In fact, compared to other technology implementations, CRM can actually require extra effort because (ideally) the attorneys actually use the system. Also, even though the ultimate goal of CRM is to make things easier, some initial work is required. All this makes having a strategy even more important. On the road to developing your strategy, it can be helpful to follow a few steps that have helped other firms achieve CRM success.

Analyze Needs and Set Expectations

Research tells us that, too often, CRM implementations fail to meet expectations. What they don't tell us is that too often this is because those expectations were wrong. Before buying CRM (or any other) technology, make sure to set proper expectations for success. The best way to do this is with a CRM success assessment. Take the time up front to interview key stakeholders and get their input about how the CRM could help them. These should not be conversations about features and functions. This should be a dialogue that explores ways in which the technology may be able to help the firm and individual attorneys with things they care about, such as solving problems, improving processes, reducing costs and developing business.

Involve Key Stakeholders

CRM is often more about people and process than technology, so success starts with your users. Involve them early and often. Special attention should be paid to the assistants because often they are expected to do a lot of the "heavy lifting" in terms of contact entry and maintenance. If you want their participation, make them feel like an important part of the process. To get the attorneys to buy in, find ways to make their lives easier. Additionally, CRM won't succeed without another key group: firm leadership. Their conspicuous, consistent support is required to prevent CRM from being perceived as optional, when the real goal is to make CRM usage habitual.

Vet Systems and Vendors

Once you have clearly articulated needs and agreed upon goals, you can begin identifying potential systems to address them. Properly deployed and supported...