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The Commandments Of CRM
You will find spirited debates in the conference rooms of many law firms about the criticality of employing Client Relationship Management (CRM) processes and technology to better deliver legal services. The promise of CRM is enticing, but it is sometimes misunderstood and under managed.
There are few attorneys that would argue with the fact that the practice of law and serving clients has become more complicated. As clients expand in reaction to global competitive pressures, their legal needs expand. In addition, firms are ruthlessly competing for the most profitable and complex work, which makes winning even more difficult. Clients have choices and, thus, are in a position to make more demands.
Some attorneys have shied away from adopting CRM, especially the technology component, due to the disruption it initially causes in their interactions with their clients and the way they practice law on a daily basis. For some, a legal pad, pen, telephone and a good memory are still the only tools they use. Can you practice law in this matter and avoid embedding CRM systems into servicing your clients? Of course you can. However, you can also get from Boston to Philadelphia by walking, but there are much faster and more efficient ways to get there. While this may be a matter of personal preference to you, when your client is the passenger, you need to be cognizant of what they expect. Otherwise, they may find another travel partner in the form of another firm.
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