In the current economic climate, keeping clients and broadening their portfolios of work is as critical as winning new ones. How should lawyers and legal practices be using Client relationship management (CRM) solutions to retain existing clients, generate more business from them and win new clients?
Increasing numbers of practices, particularly among large and midtier firms, have installed or are considering installing customer relationship management (CRM) software as part of their business development strategies. This software centralises contact information onto a single database, improves data quality and automates marketing communications.
But CRM – shorthand for the mix of contact management and business development which enables firms to make the most of up-selling and cross-selling opportunities – is about so much more than the technology. And getting it wrong can mean firms do not get the return and results they expect from what can be a substantial investment.
