When Your CRM Strategy Goes Stale

Breakups aren’t easy. When a relationship is good, but not great, it can be easy to just keep going through the motions; but, what about your firm’s relationship with CRM? Sure, implementing new technology is a challenge, but maintaining the momentum and keeping things fresh can be just as difficult. When you lose momentum, you also lose any efficiencies you hoped to gain and your firm’s users will often be left frustrated and frazzled. They may even feel like their time and efforts have been wasted and check out completely.

So, what’s a firm to do when they find their relationship with CRM has gone stale? Some firms reimplement their existing system with a focus on new goals, strategies and incentives. Meanwhile, others may choose to look for a new system altogether. From buy-in to implementation (and even ongoing adoption and usage), moving to a new CRM can take a toll on a firm’s already limited resources. When a firm invests in technology and no longer sees the value, it creates challenges for everyone.

Amber Elliott, Director of Client Services at ContactEase, understands this struggle all too well. “When we talk to firms looking to make a CRM switch, lack of user adoption is something that comes up often. Sometimes it’s because the system is just not a good fit or difficult to use. ContactEase has one of the highest adoption rates in the industry and that’s not through luck,” she said. “We’ve worked hard to to define a custom implementation process to prevent our clients from falling into that trap. When a firm’s users understand the purpose behind the project, there is a sense of unity that leads to CRM success.” And that’s the case whether a firm is making a switch to a new system or looking to reimplement an existing one.

Just as systems go stale, so do strategies. That’s why it’s important for firms to evaluate CRM strategy on an ongoing basis. It’s important to know if a system is meeting a firm’s objectives, but it’s just as important to make sure that the firm’s objectives are in alignment with the firm’s current goals. This is why it’s also important to focus on CRM as a strategy and not a one-off project. Whether it’s a new platform or a new approach to your existing system, there are a few things you can do to reinvigorate your firm’s CRM strategy:

  • Leverage Relationships with Vendors. With team of former law firm marketing and IT professionals, the team at ContactEase has not only have seen and heard it all, we’ve most likely experienced it. Ask your technology vendors what they’re hearing from other firms and don’t be afraid to look outside of your industry for new and innovative ways to approach your CRM strategy.
  • Think About Your Users. Defining value to your users is a key component of a successful CRM strategy, but it’s important to remember that what matters to one set of users, may not matter to another. Outline your use cases and establish key messages focused on your different user groups.
  • Communicate. Communication is the foundation of any successful relationship. After you’ve defined value to your users, develop a focused communication plan for each group and stick to it. You can’t communicate too much when it comes to obtaining buy-in and charting a course for CRM success.
  • Define, Measure and Celebrate Success. Think about what a successful CRM strategy looks like for your firm. Track your successes and don’t forget to celebrate them, too.

Relationships are hard enough, your CRM doesn’t have to be. ContactEase and its team of of former law firm marketing and IT professionals have worked with firms of all sizes to successfully reinvigorate stale CRM relationships. Thinking about breaking up with your current CRM or want to know how to regain momentum with your existing platform? Let’s talk about it!
Additional Reading: ContactEase Case Study: CRM Conversions Made Easy.

New Year, New Job? Pay Attention to Your Firm’s Culture

A new year brings new opportunities. For those new to the legal industry it can also bring new and significant challenges. Whether you’ve joined a firm with an established marketing and business development function or are starting from scratch, adapting to law firm culture can be overwhelming. In the excitement of landing a new job, it can be easy to overlook the importance of understanding culture and with so many of us still working from home, it may also seem downright impossible. According to the authors of When You Start a New Job, Pay Attention to These Five Aspects of Company Culture, paying close attention to key dimensions of a firm’s culture can provide new hires with the tools they need to be effective in their role. In this post, we’ll look at two: relationships and communication.

Relationships

It’s important to understand how your firm cultivates internal relationships. The organizational structure of a law firm is itself unique. “I basically have 90 bosses and on any given day I’m probably working with more than half of them,” said one marketing director. It’s important to understand what’s required to get work done and make decisions. Some lawyers may prefer in person meetings while others stick to email. Depending on your office set up, lawyers may prefer to drop in with little or no notice. And when you’re new, you have to navigate introductions as well. Ask a colleague or a lawyer to facilitate those connections for you.

Communication

Understanding how people communicate at your firm can help you start strong. Your lawyers’ assistants can provide some great insight here. Sara Coffey worked in law firms for over a decade before joining ContactEase. When she began working with a lawyer at a new firm, she went straight to the lawyer’s assistant for help. “I knew [the assistant] had a good relationship with the lawyers. Some of my colleagues had experienced difficulty working with her, so I knew it was important to ask for help if I wanted to start off on the right foot,” Coffey said. The assistant advised Coffey to pay attention to how the lawyer signed off in emails, “An exclamation point? You’re good. No exclamation point or no punctuation at all — proceed with caution,” she was told. “Having that insight was really helpful and allowed me to fare better than some of the marketers who preceded me – for a little while at least,” Coffey recalled with a laugh.

Laying the Groundwork for Future Success

It’s important to remember that while you were hired based on for your past performance, your future with your new firm will be impacted by your ability to understand and work within your new firm’s culture. Taking the time to understand these key areas will help ensure your success and allow you to make a lasting and positive impact.

Ask Us

New to legal? The Legal Marketing Association is a great resource for those new to the industry (see regional initiatives from LMANext Southwest and LMANext Canada for more information). With our team of former law firm marketers and IT professionals. ContactEase also understands the unique challenges of working in the legal industry. Questions about your new industry? There’s a good chance we’ve experienced it ourselves or know someone who has. Feel free to contact us anytime!