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Editor’s Note: This is part of the “Legal Tech Specs Reference,” an e-book that will be released this spring. Read the previous installments here, and feel free to pre-order a copy of the complete eBook using the form below.
Customer relationship management – or CRM – can be the bane of lawyers’ (or legal marketers’) existence.
why? Because if you’re like most attorneys, your CRM is an out-of-place database.
Here are a few things you need your CRM to do — beyond simply capturing data — if you want it to truly benefit your business.
1. Show the relationship with each person.
Are they a customer, referral source or prospect? Are they a vendor, competitor or family? Are they a vendor and a customer, or are they competitors who refer conflicting issues to you? Are they a family member? And Customer – Who are you not charging because they won’t pay the bill anyway?
Why is this important?
Whether you need to host a client event, send a gift to your referral sources, or share updated billing information with your vendors, sorting this information into your CRM should be cool.
2. Show the relationship between customers and referral sources.
How many clients has financial planner Marty Byrde referred you? When was the last referral made? How much are those referrals worth? Does Marty have experience in casinos?
This is key information for several reasons.
If Marty is the only financial planner you know with experience in casinos, any clients in the game should contact Marty.
If you decide to expand your business law practice to include casino properties and operations, it might be a good idea to join Marty for a CLE or webinar.
3. You remember the information you need but don’t have the brain power to remember.
Does Marty have two or three children? Is he still with Wendy or are they divorced? What was the name of his former business partner?
There is no way you can remember all this information about each of your customers.
Before meeting with him next week or if you find out you’re sitting at a Chamber of Commerce dinner with him, check your CRM, so it’s fresh in your mind.
The good news is that most CRMs are mobile-friendly, so if you have an important business contact, excuse yourself and take a minute to review your notes.
Reminder: Update your notes as you learn new information, because Marty is a busy man with a lot going on.
If your CRM is doing the above for you – kudos! Go home, you’re done for the day!
It won’t be big if not anywhere close to this. Get started today.
Fill out the form below to register in advance A copy of the complete “Legal Tech Specs Reference Guide” that will be sent to all subscribers later this year. And as a bonus, subscribers receive a copy of the Beyond Legal “Legal Tech-to-English Dictionary” and Walters Kluwer – another from the growing legal tech reference library.
By completing the form, you are choosing to receive communications from Above Law and its partners.
Kady Darago is a marketing professional working in a 150-lawyer firm and in the legal field with marketing agencies.
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