Best in Class Strategies for Contact and Relationship ManagementJonathan Pohl – Product Manager, ContactNetKevin O’Brien –...
IntroductionsJonathan Pohl                      Kevin O’BrienProduct Manager, ContactNet        Manager, Solutions Strateg...
The CRM Market – Observations “Law firms are using new IT to better understand clients,      “The surge in service industr...
NLJ CRM Adoption Statistics• CRM purchase rate consistently near top of ILTA Tech Purchase list  between 2010 and 2011 (sc...
CRM and the Law Firm: 2012Four Key Take-aways:1.   CRM in legal lags other industries, but the gap is narrowing as     mor...
Little Known Facts About Your Organization’s Contacts                                   CRM Contacts: Date of Last Email  ...
Little Known Facts About Your Organization’s Contacts                                      Contacts Emailed in Past Year  ...
There’s a Better Way                          All contacts                Contacts for a specific practice                ...
Determine Your Ideal State• What are our business needs?  – Better serve clients?  – Grow new business?  – Tactical needs ...
Client Case Study: Haight BrownBusiness needs?• Needed to announce office relocation• Only 10 weeks to prepare mailing• Ha...
Client Case Study: Haight BrownResults• Successfully sent new office  announcement to almost 13,000  contacts  – Over 25% ...
Client Case Study: Haight Brown6-Months Later• Needed to communicate the  launch of their redesigned  website and announce...
CRM Can’t Be an Island        It should be your customer data hub
What are the Primary Benefits of CRM Integration?                           Source: “The State of Customer Data Integratio...
Creating Client Focused Conversations
Putting Customer Data Where It’s Needed Most
What are the Primary Benefits of CRM Integration?                           Source: “The State of Customer Data Integratio...
Social CRM      Social CRM is the combination of the knowledge      and tools to build personal and social      relationsh...
Social CRM“Social CRM’ in a sense is just ‘CRM’ as it was intended to be byacademics and analysts during the past decade. ...
Social CRMBridging the Gap: Conversations and Business Development1. Know the message.2. Understand the audience.3. Captur...
Social CRM
Social CRM
Creating Client CentersCRM just not displayed in a traditional CRM system…
Social CRM
Low-Effort, High-Accuracy Data Management Email Signatures Address Books                                  Name: Diane Glas...
RecapKey Pillars of CRM1.   Collaboration is foundational to CRM success.2.   CRM platforms must now address the “social w...
Thank You. Questions?Jonathan Pohl                      Kevin O’BrienProduct Manager, ContactNet        Manager, Solutions...
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Best in class strategies for contact and relationship management

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By leveraging a law firm’s network of relationships, marketing and business development departments can generate and win business with new and existing clients. It takes the right processes, people, technology and strategies to build these successful contact and relationship management systems.

During this webinar, our business development experts – Jonathan Pohl and Kevin O’Brien – explored ways in which Enterprise Relationship Management (ERM) is evolving and improving long-standing weaknesses of data-entry-focused CRM. They shared ERM best practices from the industry’s leading law firms on implementation, adoption and usage, and data maintenance. Our experts also discussed Social CRM and its impact on the traditional CRM strategy.

To view a recording of the webinar, visit
http://www.hubbardone.com/best-in-class-strategies-for-contact-and-relationship-management.

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Best in class strategies for contact and relationship management

  1. 1. Best in Class Strategies for Contact and Relationship ManagementJonathan Pohl – Product Manager, ContactNetKevin O’Brien – Manager, Solutions Strategy
  2. 2. IntroductionsJonathan Pohl Kevin O’BrienProduct Manager, ContactNet Manager, Solutions Strategy408.524.4658 978.897.2389jonathan.pohl@thomsonreuters.com kevin.obrien@thomsonreuters.com
  3. 3. The CRM Market – Observations “Law firms are using new IT to better understand clients, “The surge in service industry CRM whether it’s BD technology, adoption underscores the increased business intelligence or social emphasis service organizations are placing media sniffing” on selling and marketing. In the services industry, more than in any other, customer - Briefing references are the lifeblood of sustainability and growth” - Destination CRM“Professional services firmstoday ‘see a bigger need forintegrations with CRM and theirfront-end solutions. As work “One of the key factors contributingcomes in, they see the need to to [CRM] market growth is theintegrate all the data earlier.’” increasing importance of customer- SPI Research CRM Magazine experience management“ May 2012 - Business Wire
  4. 4. NLJ CRM Adoption Statistics• CRM purchase rate consistently near top of ILTA Tech Purchase list between 2010 and 2011 (scores of 11 and 10, respectively)• 2010 ILTA Tech Survey: < 50% of lawyers actually use CRM once implemented• Email management tops IT’s issues list for 2011 (as it has since 2008) Law firms continue to invest in CRM even as users adopt new hardware (mobile) and paradigms (social).
  5. 5. CRM and the Law Firm: 2012Four Key Take-aways:1. CRM in legal lags other industries, but the gap is narrowing as more and more firms implement it.2. Collaboration and adoption is foundational to CRM success.3. Users are increasingly engaging with the “social web”; CRM needs to do so as well.4. Success in any of these areas relies upon low-effort, high- accuracy data management.
  6. 6. Little Known Facts About Your Organization’s Contacts CRM Contacts: Date of Last Email >3 83% of contacts not years emailed in over a year 1-3 10% years 12% 61% of contacts never emailed < 1 year Never 17% 61% You aren’t talking to most of the contacts in your CRM system Source: ContactNet client Analysis
  7. 7. Little Known Facts About Your Organization’s Contacts Contacts Emailed in Past Year 73% of contacts never entered into CRM in CRM 27% Not in CRM 73% Your CRM system is not keeping up with revenue-driving activities. Source: ContactNet client Analysis
  8. 8. There’s a Better Way All contacts Contacts for a specific practice area Practice area’s top contacts The right contacts
  9. 9. Determine Your Ideal State• What are our business needs? – Better serve clients? – Grow new business? – Tactical needs (e.g. mailing, event, etc.)?• What contacts matter? – Decision Makers? – General Counsel? – C-Level/Executives? – Others?• How do we prioritize those contacts? – Completeness? – Last email? – Strength of relationship? – Last website visit?
  10. 10. Client Case Study: Haight BrownBusiness needs?• Needed to announce office relocation• Only 10 weeks to prepare mailing• Had to juggle other projects at the same time• Needed solution that was fast, complete, efficientWhich contacts fulfilled those needs?• Established relationship with the firm• LA and surrounding area
  11. 11. Client Case Study: Haight BrownResults• Successfully sent new office announcement to almost 13,000 contacts – Over 25% of the recipients, read the exciting news – Almost 5% click-through rate to their website – Less than 1% undeliverable rate
  12. 12. Client Case Study: Haight Brown6-Months Later• Needed to communicate the launch of their redesigned website and announce their 75th Anniversary• Same process, same results
  13. 13. CRM Can’t Be an Island It should be your customer data hub
  14. 14. What are the Primary Benefits of CRM Integration? Source: “The State of Customer Data Integration 2012.” Scribe Software Corporation.
  15. 15. Creating Client Focused Conversations
  16. 16. Putting Customer Data Where It’s Needed Most
  17. 17. What are the Primary Benefits of CRM Integration? Source: “The State of Customer Data Integration 2012.” Scribe Software Corporation.
  18. 18. Social CRM Social CRM is the combination of the knowledge and tools to build personal and social relationships that result in business growth and profits that are measurable and scalable
  19. 19. Social CRM“Social CRM’ in a sense is just ‘CRM’ as it was intended to be byacademics and analysts during the past decade. CRM is a businessesstrategy and an approach not a technology…The emphasis was on the ‘M’ for management rather than the ‘R’ forrelationship…”– Gartner February 2012
  20. 20. Social CRMBridging the Gap: Conversations and Business Development1. Know the message.2. Understand the audience.3. Capture the interaction.
  21. 21. Social CRM
  22. 22. Social CRM
  23. 23. Creating Client CentersCRM just not displayed in a traditional CRM system…
  24. 24. Social CRM
  25. 25. Low-Effort, High-Accuracy Data Management Email Signatures Address Books Name: Diane Glass Email: dglass@pepsi.com Title: Chief Financial Officer Company: Pepsico, Inc 3rd Party Zoominfo Address: 700 Anderson Hill Data Jigsaw Road Purchase, NY 10577 Providers TR Contact Phone: (914) 253-2000 Authority
  26. 26. RecapKey Pillars of CRM1. Collaboration is foundational to CRM success.2. CRM platforms must now address the “social web”.3. Success in any of these areas required accurate data, all the time.
  27. 27. Thank You. Questions?Jonathan Pohl Kevin O’BrienProduct Manager, ContactNet Manager, Solutions Strategy408.524.4658 978.897.2389jonathan.pohl@thomsonreuters.com kevin.obrien@thomsonreuters.com

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