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4 Ways Professional Services Firms Can Use CRM Data to Enhance Client Loyalty

Build Client Loyalty with CRMIn an increasingly competitive marketplace, knowledge is power – and revenue. Especially when coupled with a CRM.

Consider the 2016 DemandGen Report B2B Buyer Behavior Survey. It reveals that 93% of buyers said that the winning vendor “demonstrated a stronger knowledge of our company and its needs.”

Both prospects and clients want to feel like they’re your only focus. If you can effectively demonstrate that during the sales process and beyond, you’re going to win both their sale and loyalty. However, that doesn’t mean that you must spend hours staying abreast of what a prospect or client wants most.  You just need to leverage CRM data. It can give you the knowledge you need to make clients and prospects think you’re focused on them around the clock. Use it to:

1. Keep them updated. CRMs are a powerful tool to help you stay in touch with clients by providing them regular, relevant information.“Every person in your CRM should have a follow up – to send an email, make a call or even be added to your recurring newsletter or communication list,” says  Gene Marks, CPA, and business columnist for publications such as Forbesand The Washington Post.  “You want to make sure you’re touching your community frequently with pertinent, educational messaging and information. You’ll use the data in your CRM system to drive those communications.”

This has helped drive revenue for Bespoke Collection, a company that offers fine wines, top-tier memberships, and elegant art experiences.

“When someone makes a purchase with us, the next morning at ten o’clock, they get an automated, personalized email… By placing emphasis on relationship-based sales instead of transaction based, we’re able to increase customer retention and satisfaction, referrals, and order value,” says Paul Leary, President of Bespoke Collection, in a Salesforce profile about the company.

2. Provide exceptional service. CRM data can inform you about client activities, relationships and opportunities. The result: You can provide the kind of personalized service that makes clients feel confident about your organization.Milosz Skrzypczak, Director of Market Intelligence for Osler, Hoskin & Harcourt LLP, a leading Canadian law firm, notes that his organization counts on CRM data to inform client meetings. He relates how it helped build credibility with a white-shoe law firm in New York.

“We could understand what other mandates we had going on, all the matters we have for that firm, and the number of exchanges between various partners at Osler and the other law firm,” notes Milosz, “along with other information such as history of referrals between the two firms and business meetings.”

3. Make it easy for them to work with you. Consider the Accenture Global Consumer Pulse Surveywhich reveals that “81% of consumers admit that it is frustrating dealing with a company that does not make it easy to do business with them.”  CRM data can help business development professionals proactively respond to client and prospect needs, such as identifying additional products and services that can help them achieve their goals.

4. Uncover issues before they’re a problem. The data in a CRM can point to what is – and what isn’t – happening in a relationship to ensure it’s moving in the right direction. Long before a client approaches you with a concern, you can be alerted to a situation that needs to be addressed.

Unfortunately, many companies don’t take full advantage of the benefits of CRM data because too often it is:

  • Inaccurate
  • Incomplete
  • Dated
  • Difficult to access and analyze

That’s why smart organizations, like Osler, use Introhive CRM automation that resolves all of these issue by working with your existing CRM system to:

  • Provide a spot-on, 360-degree, real-time view of the customer with no data entry. Introhive automatically aggregates information from internal and external sources to make CRM data up-to-the-second and accurate. So you can spend time building relationships and closing deals, not entering the details of your last meeting. As a result, gaps and inaccuracies are completely eliminated.
  • Easily access CRM data. Without ever having to log into the CRM, you can effortlessly attain information to provide the kind of attentive, personalized service that will convince clients that they’re important to you. This information includes:
    • Previous and present accounts
    • All customer interactions, including emails and meeting notes
    • Relationships within the organization
    • Potential opportunities, and more

    Client data is packaged so it’s easy to understand in the formats you use most, such as Word or Excel, and delivered via email on the platform you prefer, whether that’s mobile, tablet or laptop. Again, there’s no navigating across a CRM system to gather and analyze data.

  • Quickly identify at-risk clients and respond appropriately. Introhive relationship analytics can automatically integrate client information into your existing reports and dashboards. You will be able to quickly see whether a client is stable or at risk, so you can always be certain you have everything you need to know to move your relationships in the right direction.

With Introhive, you’ll gain a powerful competitive advantage because you can easily use customer data – from both inside and outside their organizations – to provide the focused customer experience that drives loyalty and the revenues that come with it. Find out how Fenwick & West, a leading technology and life sciences law firm, is using Introhive to build their bottom line.

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