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How to Change Your CRM Thinking from System to Systematic

Is your CRM generating the ROI your law firm deserves?

With 63 percent of law firms reporting user adoption and data quality as their top CRM challenges, odds are the answer is no. If your lawyers and business development team aren’t using the tool, quality customer data won’t get entered, creating a vicious cycle of poor adoption and data that does the opposite of drive new business.

So, how can you correct course and right the ship?

In my experience, it all comes down to your approach to CRM. Instead of thinking about your CRM as a system, you need to be systematic in your approach to leveraging CRM as a helpful tool. To help you adopt this new approach, I recently participated in a webinar alongside Michael Warren of Stanton Allen. Watch our full webinar below or continue reading to discover the top takeaways from our discussion.

  1. Your CRM Strategy Needs to Be Meticulous
  2. Technology Isn’t the Problem
  3. Perfect Is the Enemy of Good
  4. Intelligence Is the Goal, Not Data

The Top 4 Takeaways

1. Your CRM Strategy Needs to Be Meticulous

Systematic is defined as “using an organised method that is often detailed.” For your firm’s CRM to be successful, your CRM implementation plan, change management strategy, and processes need to be carefully planned out. Without a clear objective, deployment schedule, or communication, confusion will creep in and your law firm might not see the value of having a CRM in the first place. They might feel forced into a change or to adopt a tool that they really know very little about. This sets your CRM up for failure as your user base will be turned off by the tool from the start.

2. Technology Isn’t the Problem

When CRMs fail at law firms, the tool itself takes most of the blame. It didn’t fit a certain requirement. It didn’t have the data they were looking for. It was hard to use. However, technology isn’t the real problem here. The real problem is culture. The CRM system works, but it’s how your firm perceives and interacts with CRM that’s holding you back. For example, your firm’s lawyers might not be willing to share their relationship information out of the fear that it could damage the relationship in the long-run. Overcoming those fears from a cultural perspective can help your firm drastically increase firm-wide access to relationships and new business opportunities.

3. Perfect Is the Enemy of Good

Failed CRM systems are often the result of trying to do too much, too fast. In these scenarios, the partners responsible for selecting and customising the CRM add too many requirements and features to the tool, adding unnecessary complexity. Furthermore, the features and requirements they added are more tailored to the needs of the partners instead of the CRM end users — the individuals who will actually be using the tool. The end result is a CRM that was costly to produce and provides end users with little value.

4. Intelligence Is the Goal, Not Data

Data. Information. Intelligence. They might sound synonymous, but in actuality, they are all quite different. Data is what you have — it’s what you know to be true. But intelligence requires careful analysis of data to answer important questions like “why did we win the business?”, “what activities lead to stronger client relationships?”, or “who is the best person to give an introduction to a prospective client?”

For your CRM to generate actionable intelligence that leads to stronger relationships and greater business opportunities, data alone is not enough. Your CRM end users need to be looking over client data for common trends and patterns that may surface answers to those important questions. However, it is important to keep in mind that intelligence cannot be produced without accurate, quality data behind it. Tools like Introhive’s CRM data automation and data enrichment services help ensure your CRM data is of the highest quality and accuracy. It does this by automatically creating, recording, and analysing detailed, complete contact records with data from up to 12 different sources. This ensures your CRM system is collecting quality data and generating actionable intelligence without requiring extra work from your end users.

business development playbook for professional services

More Than a System

Legal CRM success is reliant on your ability to treat CRM systematically. If you think of CRM as just another system, you may find yourself investing in several different CRM solutions over the years in an effort to find the perfect tool that suits your needs. The reality is that there is no “perfect” tool. They’re all perfectly functional CRMs. But it’s your firm culture that is holding you back. And a systematic approach to CRM can help you overcome those cultural challenges, increasing user adoption and, ultimately, data quality.

For more insight into how you can think about your CRM in a systematic way and increase user adoption at your law firm, watch our full webinar in the video above.

Your lawyers, on average, spend 5.5 hours each week inside your CRM on data entry alone. Introhive can help you eliminate those mundane tasks and surface new, actionable relationship insights. See how by requesting a demo today.

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