You can probably imagine the scenario and you’ve have probably been there already as this is an ongoing dilemma … so what do you do about it?
To check if you qualify for our FREE in-house Client Relationship (CRM) Workshop for your team at your offices CALL Allan Carton or Nathan Smith, or call 0161 929 8355.
Increasing competition within the legal industry has increased the cost of acquiring new clients, forcing you to ensure you maximise the value of each client over and above the cost of acquisition. You’ve invested in CRM to help you increase client value, but it’s not being used to its full potential. Why? Because fee earners within your organisation are not adapting to the new technology or are delegating responsibility to secretaries.
They want to maximise billing time and, for those in your company that are willing to use your CRM system, tasks deemed as administrative are being delegated to secretaries. Yet, secretaries are not the best people to capture information within a CRM system and this often leads to information getting lost somewhere in the process. The fee earners then question the value of CRM and continue to resist, leaving you with an investment that is not being utilised properly. How do you break this cycle?
At Crimson (Inpractice UK’s technology implementation partners for Microsoft CRM in law firms), we come across this issue a lot across a variety of business sectors, which is why we have tailored our own user adoption programme working with Inpractice UK for legal firms. This includes a suite of tools, training, consulting and technology that breaks the deadlock, helping both fee earners and partners realise CRM’s true benefit. More on that later, but what else can you do to enhance user adoption of your CRM solution?
Here are a few of our tips from our approach to implementing CRM in legal practices:
5. Change how you think, not necessarily how you work – You need to help fee earners and partners change the way they think about CRM. It’s not simply an IT investment that has been brought in to increase client value. It’s a business critical system that will enhance client relationships across the business. Sit down with those resisting the new system and go through what they currently do now (and don’t do) to increase the value of the legal service they provide. How are they identifying the opportunities for upselling your firm’s services across a range to existing clients? How are they keeping track of what support clients are currently receiving – not just from them but also from others in your practice? It is likely they will have out of date information, or inconsistencies in their data because they have not been updating it regularly. Make them aware that CRM does this for them in order to get them more on board.
4. Celebrate CRM successes, big and small – Case studies are the best marketing tool you can use for CRM. Celebrate every success and the benefits that CRM delivers, however big or small. Demonstrate to fee earners and partners that CRM makes a difference to make their life better; that what is being done is providing clear and compelling benefits demonstrating in the real world that it is a useful investment when utilised properly.
3. Reward early adopters – Those partners who do adopt CRM from an early stage need to be praised and rewarded. Make an example of them so that those who are resisting the system are encouraged to adopt it more quickly.
2. Review the system – Conduct frequent audits and review progress of your CRM system. Identify areas where it could be better utilised and relay this information back to fee earners, to encourage their adoption. Often if you can attribute a benefit to user adoption and show how this is affecting current usage of CRM, fee earners will think twice about resisting.
1. Ask us for help – We have developed a number of accelerators for legal firms that minimise data entry for fee earners, while radically increasing the amount of valuable data gathered. My-CRM is our user adoption programme that we have tailored for legal firms to address the issues associated with manual data entry. It combines tools, training, consulting and technology to help fee earners and partners realise the true benefits of CRM, enhancing user adoption and helping to increase client value.
For starters – you need to define, agree and communicate a structured plan to do something; probably as a pilot with a small number of users at the outset. Keep it manageable from the outset.
We start by exploring the strategy of your organisation and understanding what your vision is and what you expect to achieve with your CRM system. We then work with management to help them align their business processes with the CRM system. Understanding the demands on management helps us to identify opportunities for streamlining workflow and supporting management decision making.
We work very hard throughout to motivate users and keep them actively engaged in CRM to increase adoption within a practice. It’s because we understand the challenges facing the legal sector that we have been able to develop this suite of tools that can ultimately help legal firms to realise on average, a four per cent rise in overall profits.
To explore how this can work for your practice, contact either Allan Carton on 0161 929 8355 or Nathan Smith on 01675 466 477 to discuss your particular situation in confidence and without obligation.
We may be able to run a FREE workshop to explore options with your senior management team to help you get a clear view on what you want to achieve with CRM and how to set about doing it the right way.