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CRM Conversion: A View From The Inside
Experts today say that “good CRM programs aren't for every firm,” according to Jayne Navarre, Chief Marketing Officer for Indianapolis-based, Bingham McHale LLP. “If there's a culture in the firm that's really averse to sharing data, or the way the firm goes about getting new business is very individual-oriented, then you need to decide if the firm is actually ready for it.” Navarre, who's doing the footwork to convert a second firm to CRM, should know.
While with Norfolk, VA firm, Kaufman and Canoles (K&C), Navarre made the practical choice to convert her firm from a contact management system to a full-blown CRM program. Why? It was 1999 and Y2K was fast approaching. Her vendor at the time – CMS Market Sense ' wasn't planning on addressing potential data bug issues. “This meant we were forced into buying a more sophisticated contact management database,” says Navarre. “That's how the conversion transformed into a relationship management project. Our purpose wasn't lofty at the outset. We weren't trying to get a leg up on competition or get ahead of the marketplace. We were just simply responding to a need to switch from one technology to another.” Her firm chose to convert to Interaction.
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