Best CRM strategy

For the firm that has aligned its technology, culture and partner behaviour to deliver memorable service to clients. Evidence was required from clients.

2004 WINNER

Rosemarie Ghazaros, representing Jaffe Associates, with Geoff Harrison of Eversheds

Eversheds earned its position as winner by demonstrating a deep commitment and comprehensive approach to CRM that has clearly had a substantial positive impact on its client relationships and business outcomes. It embedded a deep level of accountability in its client partners, which provide both the client and the firm transparency on performance.

The clear, professional structures for client contact and review ensure there is a focus on continual improvement. Its implementation of technology provides its professionals with rich insights into its clients and their activities across the firm, as well as a variety of useful client-facing services. Eversheds' clients are experiencing the benefits of its commitment to CRM, engendering powerful relationships and a very solid foundation for current and future success.

RUNNER UP

As CMS Cameron McKenna rightly say: CRM is not just about software, processes and form filling. It’s about behaviours that are rapidly becoming a way of life.

At the heart of their approach to client relationships is a core strategy which requires everybody in the firm to be better at building client relationships, managing the firm’s people, teamwork and personal development. They recognise that achieving behavioural change can be difficult. A balance of the ‘carrot’ and ‘stick’ is used to bring this about, with a coaching culture backed with enforcement mechanisms where necessary.

The firm puts client value at the centre of a five-point change programme. This shows clearly:

their strategy to achieve a client-led organisation;
the leadership required from the Senior Partner; practice and industry group heads;
the development of client focus among their people;
the sharing of knowledge; and
process and systems to support CRM.

With key account management and independent client services reviews in place for six years, the CMS Cameron McKenna approach to CRM is delivering success. In research based upon some 257 structured interviews, clients scored the firm an impressive 4.48 out of 5 for overall satisfaction.

3RD PLACE

DLA is commended on its successful implementation of a CRM programme across a diverse multi-national firm. Its broad-ranging client feedback program enables it to gain insight into its performance across the board, as well as to enhance and customise service for specific clients.

The firm’s CRM initiatives have been central to its approach to integrating non-UK operations, providing consistent approaches to client interaction and gathering client feedback. Notably, its client review questionnaire has been translated into nine languages. The importance of the CRM programme is driven from the top of the firm, with clear communication through multiple channels across the organisation, and alignment with appraisal and remuneration processes. In summary, DLA is placing a strong focus on CRM across the organisation, and achieving solid results from its efforts.

2004 FINALISTS

Runner up

Third place

Shortlisted

2004 SPONSOR

Jaffe Associates is a leading business development consultancy for European professional services firms that want to improve business performance. The Jaffe team, with in-depth Magic Circle, Big Four and mid firm experience, work on consultancy, training, coaching and research, to help firms and their teams focus strategically on key client needs, build client relationships, and grow revenues.