How can law firms measure the success of CRM implementations?
We know there is value – inherent value from better internal collaboration, documenting relationships and information sharing to provide excellent customer service. Yet, the question remains: how can such soft measures be quantified?
One Am Law 100 law firm measured the success of their CRM implementation in these three ways:
- Tracked attorney usage. If a law firm’s attorneys aren’t using a CRM system, the implementation is destined to fail. By tracking attorney usage in terms of how many times they log in and the duration of their visit is a good indicator as to whether or not the system is being adopted by users.
- Nested CRM goals with business goals. Ensuring that CRM systems are linked to larger business development goals will help a firm understand how the CRM is supporting larger initiatives. For example, a smart strategy some law firms employ is to create prospective client strategy groups for developing customized business development strategies focused on specific customer pain points rather than taking a one-sized fits all approach.
- Measured information requests. How many requests does the marketing or business development department receive from attorneys about prospects or potential prospects? If the team is tracking these requests from the outset, then the law firm will see a decline in these requests as the firm’s rainmakers get comfortable with the system and become ever-more self-reliant. This has the added benefit of freeing up the business development team for focusing on strategic initiatives.
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