CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
An effective client relationship management culture benefits the client, the lawyer, and the law firm.
Clients benefits
- They receive more focused attention to their needs
- They are given greater opportunities to partner with the law firm.
- They learn more about the resources of the law firm.
Lawyer benefits
- The lawyer(s) becomes a more valuable resource to the client due to increased accessibility.
- An effective CRM program allows the client partner to thoroughly understand and appreciate the client’s business to enable the firm’s resources to add value to the client where appropriate.
Law firm benefits
- Ensures having in place a means to protect the work it has from exiting the firm.
- Separates itself from those firms that ignore or are oblivious to how CRM strengthens relationships between client and law firm.
Client Relationship Management is a systematic method for managing relationships with existing clients for the purpose of maximizing the utility of each relationship by increasing client satisfaction with a law firm’s work product and with the firm’s service delivery.