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.

2006 WINNER

Sadie Baron of Eversheds with Guy Phillips of LexisNexis InterAction

Eversheds is a deserving winner of the CRM category.

As you would expect, their CRM model has a client partner leading a client service team, backed by a software platform using �InterAction�. The client team effort includes everybody; events are organised for secretaries to get together with opposite numbers on the client side.

We particularly liked other elements of the programme. A Client Advisory board helps Eversheds to develop new products and services and Eversheds people have visited innovative clients to learn from them.

Independent review partners talk regularly to clients. Being an effective IRP is a skill that is often not deployed. Training through Master Classes helps ensure that IRPs get to the heart of any issues in a client relationship.

RUNNER UP

Berwin Leighton Paisner�s came a close second to Eversheds. Their entry was impressive in its holistic approach � both in terms of who their CRM programme reaches (which is the whole firm, from PAs and other support teams to partners) and the aspects it covered. In particular, the firm�s use of technology (including websites, extranets and CRM systems), plus its involvement of finance, work methods, know-how and branded marketing concepts, together with the training undertaken to change behaviour is persuasive. With more tangible internal and client evidence of the programme�s success, BLP may have gained first place.

3RD PLACE

Clifford Chances' strength lies in its innovation and dogged pursuit of technology-led research and know-how, which underpins much of its CRM programme. The efforts made to coordinate the programme across global client partners and legal teams were equally impressive. More evidence was required of efforts to promote long term cultural and behavioural change, plus more tangible evidence of the programme�s success for them to score higher.

OTHER SHORTLISTED FIRMS

2006 SPONSOR

LexisNexis InterAction is the leading CRM solution in the UK, enabling professional services firms and similar relationship-based organisations to uncover the unique and complex connections between people, companies, relationships, experience and expertise. InterAction empowers professionals to leverage who and what they know to uncover new revenue opportunities, differentiate themselves from the competition and enhance client service.