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A Lesson in CRM: What Matters to Lawyers Are Matters

Client relationship management (CRM) applications succeed within the law firm environment when they address both the organization's strategic needs, as well as the user's individual needs. For instance, time and billing systems achieve firm wide goals of providing visibility and efficiency in the client billing process. These systems also relieve lawyers from the manual drudgery of managing and calculating their billable hours. Both the organization and individual lawyers obtain obvious value from these systems. Win-win.

But with so many CRM products in the marketplace with varying capabilities, there seems to be a growing disconnect between the strategic value that firms enjoy from these solutions, and the benefits derived by individual lawyers. The challenge therefore becomes one of focus. If lawyers do not clearly understand how CRM directly helps them do their jobs more effectively, they will not use the system nor contribute relationship intelligence for the benefit of others. And without lawyer buy in, the rest of the implementation will suffer rendering it more difficult for marketing, business development teams, marketing and management to likewise benefit.

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