There is unprecedented change in the world – personally, professionally, socially, and economically. What the ripple effect of the COVID-19 pandemic will be on the legal industry is still not fully understood. However, different law firms and different practice groups within those law firms are likely to experience changes relative to an overall market shift. What can firms do to be in the best position for what comes next? Many are turning to CRM.

In webinar three of a four-part webinar series, Intapp’s Ryan McCrosson and Wilson Allen’s Anne Reavis shared best practices for achieving CRM transformation as a means for strengthening connections with clients to drive growth.

McCrosson and Reavis discussed what interventions are most effective in managing change, the metrics that best showcase the value delivered, and how enhanced ways of working can support efforts to gain new clients, grow existing client relationships, and build a better brand. Each reviewed in detail the following four key components that are essential to enable effective change:

1. Goals and strategy

Enabling CRM transformation success begins with carefully defining what your firm hopes to accomplish at a business level and then mapping out your plan for pursuing those goals. Your goals and strategy should include the following elements to succeed:

  • Enterprise-level buy-in from a chairman, managing partner, and other key stakeholders
  • A project plan based on specific, measurable, attainable, relevant, and time-based objectives
  • Pre-planned, enterprise-level periodic progress updates

2. Data and technology

Nearly every aspect of business in today’s highly digital world is dependent on the effective use of data and technology. Be sure all key stakeholders understand the role each plays in helping your firm execute against its goals and strategy. To do so, your roadmap for CRM transformation should include:

  • A definition of what CRM functionality and internal/external data are necessary to progress enterprise-level goals
  • An inventory of current functionality and data gaps, overlaps, and inefficiencies
  • A specific, measurable, attainable, relevant, and time-based project plan to bridge these gaps and rationalize the overlaps/inefficiencies

3. Process, methodology, and policy

To get your firm from its current state to its desired future state requires change. Understanding the firm’s processes at a task level across the whole matter life cycle is paramount to identifying opportunities for improvement. Your framework for evaluating the firm’s practices should, therefore, include these elements to enable success:

  • A comprehensive process map including all gaps, overlaps, and inefficiencies
  • A vision for how those processes can be improved to achieve your CRM-based objectives
  • A specific, measurable, attainable, relevant, and time-based project plan to bridge these gaps

4. Mindset

Achieving successful change management requires the right mindset – not just for the CRM team but among all stakeholders. One of the core tenants that drives increased user adoption is to “lead with carrots rather than sticks” – incentivize people to participate early in the process as well as over time. That said, best practices for successful change management include:

  • A clear articulation of the benefits of change and what is required for each persona impacted
  • A plan that facilitates clear communication and updates for these persons

Bringing these four elements together provides firms with the best foundation upon which to build CRM and business success. To learn more about the content of this webinar, please sign up to watch a replay. You can also sign up to view any part of this legal CRM series, including the fourth and final installment, taking place June 18:

  • Watch part 1: Practical tips for aligning with client needs to drive growth – with Intapp’s Gareth Thomas and Wilson Allen’s Michael Warren
  • Watch part 2: Key people, roles, responsibilities, and relationships – Intapp’s Darryl Cross and Michael Warren
  • Watch part 3: Practical changes that have a big impact on business performance –  with Intapp’s Ryan McCrosson and Wilson Allen’s Anne Reavis
  • Register for part 4: Bringing your technology stack together to improve business performance – with Intapp’s Christopher Raymond and Michael Warren