The business of engagement
Customer relationship management (CRM) in law firms has been the subject of much debate in recent years. Some 18 months ago I thought I was reasonably well versed in the subject. But my eyes have been opened thanks to a development project that has proved to be challenging and, in parts, frustrating.
October 17, 2007 at 08:09 PM
8 minute read
Customer relationship management (CRM) in law firms has been the subject of much debate in recent years. Some 18 months ago I thought I was reasonably well versed in the subject. But my eyes have been opened thanks to a development project that has proved to be challenging and, in parts, frustrating.
The ultimate reward, however, has come with the launch of Engage. Put simply, Engage is enabling asb law to translate client data into a powerful corporate asset, one that sits at the heart of the firm's business development strategy.
Business growth in professional services firms depends on the provision of high-quality services and a thorough understanding of client needs. The latter is obviously encouraged through regular contact but, with an ambitious three-year growth plan in place, we recognised the need for a technology platform that is more sophisticated than a standard contact management system – one that would enable us to leverage long-term value from our client base.
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