Choosing a CRM (Client Relationship Management)

CRMs come in many shapes and sizes - you need to define your goals and have a framework for your decision

CRM (customer (client) relationship management) software comes in many different sizes and shapes. Given the value that a well-used CRM can bring to a firm, price is perhaps the least important criteria to use in choosing one.

Defining your goals is the critical first step. Do you want to:

• Monitor the performance of staff / lawyers in generating new business?
• Track referral sources?
• Support your business-development events and information distribution?
• Enhance the ability of the firm to cross-sell to existing clients?
• Drive an account-management approach to building increased multiple-practice group service to key (revenue growth) clients?

You need a framework you can use to select a CRM is as follows (from Andrew Cabasso):

1. Goals – since they all do slightly different things and have slightly different goals, you need to determine what your #1 goal for implementing a CRM is, and pick around that goal.
2. Core features – “can the CRM help me better follow up with potential clients and referral sources?”
3. User interface – “Can I easily do what I need to do and will my staff be able to figure out how to use it/actually use it?”
4. Customization to my needs – “Can I do what I want to do in the way I want to do it?”
5. Third-party integration – “Does the CRM work with software I already use?”
6. Pricing (you can expect to pay between $9 USD and $50 / user / month) 

Many CRM implementation fail - or at least never reach their full potential - because lawyers resist the new behaviours that are required. So you will want to be mindful that, whichever CRM you select, it also delivers tangible and immediate value to the lawyers / partners. This will build their buy-in and support - which you will need to be successful.