Your law firm’s client relationship management (CRM) is the standard for managing leads, prospects, and client contact information to build strong professional relationships. You know your business needs a CRM for its basic functions, but many companies don’t realize how powerful their CRM really is to support multiple business operations.
Keep reading to learn how to upgrade your law firm’s CRM and improve your processes at the same time.
What is a CRM?
CRM is a technology used to manage an organization’s relationships and interactions with customers and prospects. The goal of a CRM is to improve professional relationships to fuel business growth, which is accomplished through connections with customers and streamlined processes that increase profitability.
Key CRM Features and Benefits
If law firms want to get the most out of a CRM system, they need to understand what tools CRMs offer. Although features and functionality may vary, each CRM system offers specific functionality for tracking and storing prospect and customer information.
Some of the most beneficial features for law firms include:
Effective CRM systems can create and automate workflows across departments, allowing individual teams to engage with prospects and customers for marketing, business development, or other tasks without administrative overhead.
Reports and Dashboards
Effective CRMs can be used to access data and analyze it with real-time dashboards and user-friendly reports. This solution streamlines data collection and analysis to inform decision making.
Integrations and customizations
CRMs are valuable to marketers and allow them to create workflows and customizations that adhere to law firm processes and systems. These solutions are designed to be intuitive, so the marketing department does not need coding support or special skills to integrate or customize them.
How Law Firms Can Harness the Potential of CRM Solutions
Some CRMs can be integrated into a firm’s current solution, or better yet, integrated with practice management software, so that the information is easily accessible to all team members.
Train all departments
One of the challenges for law firms with CRMs is that not all employees or departments are trained to use them effectively. CRMs have value for every department, so every department and employee must learn to use them (including lawyers).
There are many features, so training should go beyond basic training and teach employees how to use them all. If possible, law firms should consider professional training to ensure that each employee develops the technology skills they need.
Create goals for using the CRM
Goals should be part of CRM training. Without realistic goals and strategies to achieve them, employees may never get the true potential and capabilities of CRMs. Goals should include both short-term goals and long-term organizational goals.
Ask for feedback
Often, the decision makers who implement technological solutions are not the ones who use them. Employees “in the trenches,” so to speak, need to have a positive user experience in order to use and benefit from CRMs.
Law firms should ask employees for feedback on CRM and find out what works and what doesn’t, to see what can be improved. No matter what a CRM can accomplish, it’s useless if employees are hesitant to use it out of confusion or frustration.
Consider data usage
One of the main advantages of CRM is the wealth of customer data it can store. Beyond basic uses, such as storing customer contact information and prospect information, CRMs can be leveraged for future marketing campaigns, referral programs, and other opportunities. Law firms need to consider all possible uses of their clients’ data and find creative ways to use it.
Take advantage of integrations and customizations
CRM solutions are often part of employees’ daily tasks and routines. In a law firm with remote workforces or employees in the field, it is essential that the CRM is accessible to everyone in the organization, on any device and from any place with access. Secure internet.
A law firm’s CRM solution has integration capabilities, so it’s important for law firms to combine CRMs with all applicable technologies. CRMs can integrate with calendars, email accounts, marketing automation tools, and other technology, reducing friction for employees and facilitating deeper, more authentic relationships with prospects and customers. .
CRMs, like offer many customization options that ensure that they meet the needs of individual customers and their marketing or business development. For example, tagging features can be customized to support lead generation with custom tags that track where customers are coming from, enabling better and more targeted marketing efforts.
Consult the team
Adopting and adopting new technologies is not easy for organizations, especially when they are large and have many employees. Some employees may adopt the solution faster than others, and departments and teams may need access to different features and customizations.
Law firms should perform regular check-ins with employees to see how the solution is working and address any ongoing questions or concerns. If these checks show that the solution does not provide what is needed, this is an opportunity to determine why and seek solutions.
Take care of data
Raw data must be cleaned before it can be used effectively. Data should be entered into the CRM regularly, but also cleaned regularly to ensure that it is accurate, up-to-date, accessible and relevant.
Ideally, law firms should have systems and standards in place to capture data consistently. It can be included in training or check-ins to make sure every employee is on the same page. CRMs are only as beneficial as the quality of their data.
Leverage the power of CRM
Law firms, like other businesses, often implement CRMs and don’t see a positive return on investment. CRMs are just a tool, and law firms need to learn how to use all the features available and customize them to suit their needs to ensure they get the most out of the solution. This requires active employee participation company-wide, regardless of department.