For our last post, we shared CRM Implementation Best Practices – Part 4, Data Management. This is the last of our CRM five-part series: 1) Getting Buy-In, 2) Planning and Budgeting, 3) Implementation, 4) Data Management, and 5) Impact and ROI.
This is Part 5 – Impact and ROI
Full implementation of a CRM system can take considerable time and effort. It’s important to track and measure impacts along the way, so you can determine ROI, demonstrate benefits, and celebrate success. This will increase buy-in and help you maximize the effectiveness of your system.
The following is what our peers had to say about the differences CRM made in their firms.
Kim Hafley comments:
We’ve seen three main impacts from CRM. First and foremost was the amount saved in printing and postage by cleaning up the data for all the mailing lists. That in itself was in excess of six figures.
The second was that, instead of entering data three times and having it take 24 man hours a month, it’s down to about 4 man hours. Over a year, that’s a huge chunk of somebody’s job, so we’ve freed up that time.
The third has to do with Christmas. We send out cards to a large list and run a huge event — a dress rehearsal with the Grand Rapids Ballet. By using CRM, we were able to reduce the time all this from 300 man hours to 50. We now have a great system that uses the Mailing List Manager, and the attorneys update their lists. We are able to email out invitations, and participants are able to sign up. We have their tickets waiting with their attorneys when they arrive so they get a personal greeting from their attorneys. It’s made the event a huge success.
CRM has also enabled us to make sure our messages get out to the right people, as well as to print out reports that help our attorneys with cross-selling opportunities. They love that!
— Barbara Joseph
Barbara Joseph comments:
We’ve received the most positive feedback and praise for how ContactEase has enabled us to be more proactive. For example, our data steward will use the system to run a report and give it to our client and industry teams with a note asking them to identify contacts to remove or add for a specific client or organization. It has also enabled us to make sure our messages get out to the right people, as well as to print out reports that help our attorneys with cross-selling opportunities. They love that!
CRM has saved us money, too. When I started, we were publishing and mailing about 8,000 copies of a glossy magazine three times a year. Some people were getting more than one copy, and that was expensive. By using CRM to de-duplicate and massage our data, we cut our mailing list down to 5,000. That’s a huge savings! Now we’re able to build up the list with the right people by using CRM to identify contacts who should be getting the magazine. It’s a great tool.
So is Mailing List Manager, part of our CRM system. We have an annual tent party at a West Virginia University football game and send out 5,000 e-invitations. We used to have to look through our old database, run a separate Excel spreadsheet for every attorney and
circulate it. They would mark it up and return it, and we would then have to go in, change the data, enter the information, print it out, and send it to the printer for the mailing.
This morning it took me less than 30 minutes to update my Mailing List Manager and send an email to our attorneys saying “Here’s a spreadsheet with all your contacts. Please mark who should be invited to the tent party.” As the attorneys mark the spreadsheets, Mailing List Manager automatically updates the information in our database. When I need to, it will take me 15 minutes to pull an Excel spreadsheet for the mailing and send it to my printer. Mailing List Manager will save me 20 to 30 hours of work, just for that one event.
Joy Long comments:
For me, the benefit of using CRM is just amazing. For instance, we were able to get rid of six-figure printing, postage and mailing costs. Also, before CRM we were able to send out only two or three things a month because of the incredible time involved. Now I’m able to work with the different industry and practice groups and expand our blog platform. So today we have eight blogs and seven newsletters, and we regularly send out seminar invitations and special client alerts — all without having to increase staff!
Before CRM we were able to send out only two or three things a month because of the incredible time involved… Today we have eight blogs and seven newsletters, and we regularly send out seminar invitations and special client alerts — all without having to increase staff! — Joy Long
Because we’ve gained so much efficiency with the CRM, it’s easier to send out things. Something that would take two or three days is now down to a matter of minutes because you’re putting the tools in everybody else’s hands. It’s just so much more efficient!
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