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Microsoft Dynamics xRM4Legal System Overview July 2011


xRM4Legal - more than just legal CRM marketing - social CRM, business development, as easy as email, marketing automation, matter inception, extended entreprise matter management

xRM4Legal - more than just legal CRM marketing - social CRM, business development, as easy as email, marketing automation, matter inception, extended entreprise matter management

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  • 1. System Overview – July 2011
    Microsoft ”x”RM4LegalLegal IT Solutions for Dynamics CRM
  • 2. Contents
    Industry insights
    What law firms want
    Different types of users
    Partners and lawyers
    Secretaries and practice group admins
    Marketing and BD
    IT users
    “x”RM for Enterprise Matter Management
  • 3. Helping law firms become more effective business developers
    We can help law firm staff to become systematic, organised, disciplined, innovative and tenacious in their business development activities
    Why use us? Track record – We are more focused on change and education, not just systems
    What we dois help law firms and their staff become more effective business developers – to increase client billings with less effort
    What we believe in is that it is no longer just enough to be good at what you do. You must also be good at winning new clients and have systems in place to retain them
    What are we looking for? Firms that share our beliefs and want to create a consistent source of new clients and secure revenue streams where they are in control and are prepared to invest to get it
  • 4. The best client experiences…
    …begin with your people
  • 5. But your people face
    every day
    “Our software systems are just too hard to use”
    “Our people do not have access to the information they need to succeed”
    “Our lawyers do not follow any defined processes”
    “Our firm is too stuck in its old ways to realisethe potential of new ways of doing things”
    “It’s hard to tap into other practice areas when information is scattered across the firm”
    “There is just no spare time available”
  • 6. By giving your people the right systems…
    … you can generate new, sustainable income
    Attract more prospects
    Closedeals faster
    Enhance relationships
    That’s the power of Microsoft Dynamics xRM4Legal 2011
  • 7. “x”RM4Legal, powered by Microsoft Dynamics CRM 2011 – more than just marketing and BD
    System Overview
  • 8. What law firms want
    • For law firms they typically want three things:
    Data quality
    List management
    Relationship intelligence (Who Knows Who)
    • Marketing List functionality is particularly important as the “centre piece” of law firm marketing activity – the sending of newsletters and other publications and invitations for events (seminars, golf days, VIP lunches and dinners)
    • 9. Over and above that there are many (potentially hundreds) of additional “functional requirements”
  • Four distinct groups of user
    • The first thing to understand about legal CRM is that there are four distinct groups of users, all with different roles and requirements:
    Partners and lawyers
    Secretaries and practice group administrators (the “support staff”)
    Marketing and business development (BD) and,
    Information technology (IT)
  • 10. Traditional legal CRM
    • For a long time in professional firms, CRM system management has been relegated (or reduced in importance) to the marketing department. CRM is “just for marketing” is often the feedback. What this has meant is the rest of the firm really does not understand what CRM is or the benefits that it offers. It also means that marketing is often left to do the “heavy lifting” of managing client contact and other records, assigning people to marketing lists etc – often without understanding who these people actually are. With many firms having thousands, even tens of thousands of contact records the data becomes out of date and stale very quickly. Attempts by the marketing department to keep the information current means that they regularly pester the professional staff for updates to marketing lists in an effort to update the CRM system. The result has been that CRM quickly becomes a dirty word
  • Partners and lawyers
  • 11. Partners and lawyers
    • Partners and lawyers rarely add contacts and opportunities themselves, often asking their secretaries to do it for them
    • 12. They do need, however, quick access to information (minimal mouse clicks)
    • 13. A “customised” navigation menu lists items relevant to their job role
  • Secretaries and practice group admins
  • 14. If you know how to use Outlook, you can use CRM
    • Working with partners and lawyers, secretaries are closest to law firm clients
    • 15. Entering Outlook contacts and clicking Track in CRM updates CRM across the firm to help ensure the best quality data
    • 16. Card scan devices make entry quick and easy. Synchronisation between Outlook and CRM ensures that change in one is automatically reflected in the other
  • Marketing and business development (BD) users
  • 17. Client / contact segmentation
    • Marketing and BD users take the “base” contact records entered by secretaries and add extra details such as organisation classifications, practice areas, business information etc
    • 18. All this is very important for client and contact segmentation
    • 19. Integration with social media supports automatic updates
  • Contact marketing & communications
    • For individual contact records, marketing/BD will classify, add personal information and Marcomms (professional interests, publications and memberships)
    • 20. Workflow rules ensure that marketing/BD are notified each time a new contact record is entered by secretaries, ready for review and update
  • Connections
    • Workflow is used to create and update Connections that display relationships that clients have with other clients, contacts and lawyers within the firm
  • Marketing lists
    • Professional interests will often determine what events the contact is invited to
    • 21. Publications will define what newsletters they will receive
    • 22. These settings will be used to update Marketing Lists whether static or dynamic
  • Marketing events
    • Marketing/BD users will schedule and maintain events
    • 23. Event details will include the format, catering arrangements, room setup, staffing and financial analysis
  • Planning activities
    • Planning activities will reflect the checklist of tasks to be performed as part of holding the event
  • Event responses
    • Event responses will be used to update client contact records, create name badges and record special dietary requirements
  • Opportunity management
    • From the seminars, golf days and VIP events, marketing/BD will use opportunity records to track deal flow
    • 24. This includes who might have referred the prospective client, forecast billings/fees and selection criteria/processes
  • Deal information
    • Deal information will also be recorded for lodgement with league tables/directories
  • Information Technology (IT) users
  • 25. System administration
    • Important to IT users is easy user maintenance and integration with Active Directory/HR databases, understanding of data management /duplicate detection, workflow and system jobs that run in background
    • 26. We have experience with integrating major law firm practice and document management systems eg. Thomson Elite, Aderant Expert, iManageetc
  • Matter inceptions
    • To assist PMS integration, we have custom entities called Matter Inception and Matters
    • 27. The Matter Inception record manages the ”handover” from marketing/BD to finance and the professional staff. It records the base client and matter details together with rates and other information leading to formal engagement letter and client instructions
  • Matters
    • The Matter record displays the information typically synchronised with PMS. These include client and matter details, dates, status, professional staff working on the matter and financial details. Information will be used by Marketing/BD to create case studies, update partner profiles and firm specialisations. Client, matter and value confidentiality will define how much information can be publicised
  • “x”RM – extended Relationship Management
  • 28. Enterprise matter management
    • Diving into the inner workings of a law firm, xRM4Legal IP Management for Microsoft Dynamics CRM is an example of how the platform can be used for managing individual practice areas. To date, we have experience with Intellectual Property/Trademark Management, Self Managed Superannuation Funds and Mortgage Default Management
  • IP/Trademark management
    • Checklists and key dates can be maintained with summary information, billing details and detailed matter records
  • Filings
    • Filing records track dates, advertising and renewal
  • Disputes
    • Disputes record type, applicant, plaintiff and related status
    • 29. Document output and assembly is managed using Xpertdoc
  • In summary, achieve new levels of BD productivity through better targeting, activity, communication and opportunity management
    • Help all staff increase productivity
    • 30. Close more deals
    • 31. Improve client satisfaction
    • 32. Deliver innovation
    • 33. Drive firm excellence
    • 34. Reduce costs
    For more information email: