When successful, a CRM system helps firms efficiently manage contacts and tracks interactions with current and potential clients to improve business development outcomes. Without a proper implementation strategy, however, a CRM can become a glorified Rolodex, or become so inefficient for users that adoption reaches critically low levels. 

In order to maximize the value of a CRM for your firm as well as optimize the value of your investments, here are some tips to leverage during your CRM implementation to help ensure success.

1. Dedicate Resources

A CRM implementation is not a one-time project or initiative. You are fundamentally changing how your firm manages its most important relationships. Dedicated resources ensure consistent system administration and user support, while ensuring the longevity of the system.

Your company can implement CRM confidently with sufficient resources. This approach ensures that the project is completed on time and tailored to your specific requirements. When deciding which resources to allocate, include members from various departments to ensure a comprehensive approach. Be sure to provide them with the necessary training and resources to manage the project effectively.

2. Maintain Data Quality

A successful CRM implementation relies on high-quality data. Bad data leads to distrust in the system, making it ineffective.

Before bringing over your existing contact lists or CRM data, we always recommend a data quality assessment. This will help you assess and address your data quality issues, while providing perspective on the cost of the cleaning project.

Next, come up with an action plan to clean up the data. Automated data cleaning can be a great option for firms with limited resources or to tackle initial data quality issues. Later, Data Quality Professionals, which can be outsourced, can be deployed to get the data as close as possible to its ideal state.

3. Effective Communication

In law firms, time is money, literally. To encourage your users to adopt the system, demonstrate how it will provide value to the organization and answer the “what’s in it for them”, i.e., how it will improve business development.

Depending on the size of your firm, your communication plan should include regular updates on the status of the implementation, a clear explanation of the CRM’s benefits, and open channels for feedback. Also, involve key stakeholders during the implementation process to ensure their concerns and suggestions are addressed.

4. Continuous Training

Continuous training ensures your team gets the most out of your CRM investment. Lawyers learn about new features that can automate tasks, improve client communication, and generate valuable reports. To realize the full benefits of the CRM system, training should be user-focused. Concentrating on the ‘why’, not the ‘how’ of CRM, training should be tailored to the business-specific processes used by your professionals.

Focus on their perspective and why they would want to use it and emphasize what is in it for them. CRM training plans, processes and timelines should also be created, and metrics should be defined for measuring success. This allows you to easily communicate the benefits and value the system can provide.

Remember, a successful CRM implementation is an ongoing journey, not a one-time event. With dedication, clear communication, and a commitment to continuous learning, you can build a CRM fortress that stands the test of time.

One last tip: don’t do it alone.