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.

2007 WINNER

Clifford Chance came out way ahead of the pack this year. The firm’s CRM strength lies in its pursuit of technology-led research, know-how and training, which underpins much of its CRM programme.

Its approach is truly joined-up and really engages with clients. Innovative aspects included client feedback forums, speaking at client events and having client panels present at staff and partner events globally.

The communications efforts made to coordinate the programme across global client partners and internal legal and support teams were equally impressive. This involved extensive use of their intranet, including 20+ videotaped client testimonials. The firm dedicated an entire issue of its impressive staff magazine to CRM and in this way reached out to fee earning and support staff underlining their vital role in CRM.

2ND PLACE

Bevan Brittan just missed the short-list last year, as the judges felt their CRM programme was too new, with insufficient tangible evidence of success. Happily, in 2007, this was provided. The firm is a well deserved runner-up, especially considering its size, resources and the fact that in the past 3 years it has de-merged, re-branded and relocated its Bristol office.

Unusually, the firm has taken CRM as a core component in its value/business principals and driven them Bevan Brittan through in the way clients are handled – and then measured the effectiveness of this. As such, it is worlds apart from the usual CRM ‘bolt on’. Some nice touches to the programme included branding the client charter as the ‘Promises’ programme, the focus on continuous measured personal and firm-wide improvement, and the use of technology to roll it out over a 6-12 month period. The success has been measured by extensive and positive client feedback.

3RD PLACE

A runner-up in 2004, CMS Cameron McKenna demonstrates that CRM is an ongoing process of continuous improvement, having had key account management and independent client service reviews in place for around 9 years. At the heart of their approach 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.

Pretty much all the submissions featured some client feedback. But Cameron McKenna had the courage (and cleverness) to go public with their feedback last November and nail their colours to the mast, using an impressive report entitled ‘Why don’t law firms listen?’. This revealed their own performance, set against a discussion of the principles of good service. The report was promoted extensively among clients and the press. It has set a visible performance standard for their own CRM programme and, in some ways, those of the legal sector as a whole – a first to our knowledge.

ROLL OF HONOUR

Click on each year to view previous winners

2006 - Eversheds

2005 - Greenwoods

2004 - Eversheds

2003 - Wragge

OTHER SHORTLISTED FIRMS

2007 SPONSOR

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