A large loyal client base is one of the main goals of any law firm seeking success and profit growth. A customer-oriented development strategy of CRM (Customer Relationship Management – translated from English as “customer relationship management”) and its tools, in particular a CRM-system, will help to achieve this goal.
Crm for law firms is software that can be used to optimize customer relationships. The system automates the client service: it helps to quickly process requests received from different channels (from the website, through the call center, by e-mail), collect and store information on each contact. The accumulated data can be used both in the personal work of specialists and for general business analytics.
CRM for lawyers: a client-oriented approach
To meet the needs of clients, it is necessary not only to provide high-quality legal services, but also to maintain constant communication with them. To do this, the specialist must conduct consultations at each stage of interaction, promptly inform about the results of the work. It is almost impossible to keep all the nuances in mind – and this is where CRM helps. In the legal profession, documentation is everything. From client intake forms to court filings, every aspect of a case depends on accurate and up-to-date documentation. However, with the advent of cloud-based software like Zola Suite or Clio Law, it is now possible to manage all documentation electronically. As a result, cloud-based software provides a huge advantage for legal professionals who want to ensure accuracy and efficiency in their documentation processes. The system minimizes the influence of the human factor: the history of relationships is stored in a personal card and tasks are planned – calls, meetings, court sessions, sending documents, invoicing. With careful attention, the client perceives his importance to the company, which increases the likelihood of a repeat appeal or long-term partnership.
CRM for lawyers and attorneys: integration possibilities
To fully automate a business, a CRM system can be integrated with various services:
- the company’s website – to automatically record online requests and control their processing;
- call center – to enter information into a personal card directly during a telephone conversation with a client;
- Google Analytics – for automated analysis of existing advertising campaigns;
- applications – for remote access to the system, automatic mailings, adaptation of the program to the specific needs of the company.
To automate interactions with clients, you can choose a specialized or universal CPM for a lawyer. In most cases, industry-specific products are inferior to universal solutions, since they have narrower functionality, and in the case of business expansion, they require scaling and additional financial costs.
Typically, law firms receive many incoming inquiries. Each client has a large number of nuances that are difficult for a sales specialist to keep in mind. You cannot rely only on people – there have always been and will be costs due to the human factor. The larger the law firm becomes, the lower the quality of service will be and the greater the number of dissatisfied clients. If the company wants to continue to develop, it is necessary to automate the processes – to implement CRM.
Law firms have 2 growth strategies: first, to provide high-level services so that satisfied clients recommend the company to their friends and acquaintances. Secondly, actively invest in advertising. But, recently, this option has become less and less profitable: every year more and more new law firms appear, competition increases, advertising becomes more expensive. You need to understand exactly which advertising is beneficial and which is not. Here the law firm again needs to automate the analysis of ongoing advertising campaigns.