Freshfields expands client relationship programme across international offices
Freshfields Bruckhaus Deringer has expanded its client relationship management programme across its international offices after the scheme helped grow revenue from key clients by more than 15% a year. The CRM programme was introduced in 2011 by London managing partner Mark Rawlinson to increase the number of partners assigned to each key client. There are now about 50 key clients in the scheme in London, with two or three client partners assigned to each, instead of the usual one. The aim of the initiative is to build a long-term relationship with clients by increasing the number of practice groups they use and offering a client expertise in different markets. Freshfields says revenue from clients on the initiative has grown 15% year-on-year since the scheme kicked off three years ago.
February 20, 2014 at 07:03 PM
2 minute read
Paris, Germany and Asia bases adopt initiative as London sees 15% annual return
Freshfields Bruckhaus Deringer has expanded its client relationship management programme across its international offices after the scheme helped grow revenue from key clients by more than 15% a year.
The CRM programme was introduced in 2011 by London managing partner Mark Rawlinson to increase the number of partners assigned to each key client. There are now about 50 key clients in the scheme in London, with two or three client partners assigned to each, instead of the usual one.
The aim of the initiative is to build a long-term relationship with clients by increasing the number of practice groups they use and offering a client expertise in different markets. Freshfields says revenue from clients on the initiative has grown 15% year-on-year since the scheme kicked off three years ago.
Partners and associates across the firm's offices are driving the programme, with each jurisdiction having its own key client list. Paris, Germany and Asia have already adopted the initiative, while it is in the early stages of development in the US and Italy.
The scheme is being put in place by the firm's chief marketing officer, Libby Chambers, and senior client development manager Louis Roman.
Chambers said: "The programme creates the right team for each client – larger ones will have more partners assigned to them. The idea is that clients will know each part of the firm across multiple jurisdictions.
"Each of our regional programmes reflects our local practice, client preferences, market position and conditions, but they leverage a common set of tools and resources and have the same basic philosophy and approach."
In Asia for example, where the firm's practice focuses on capital markets and IPO work, it hopes to convert clients that it previously advised on listings into full-service corporate clients.
Chambers added: "By improving our client service it has also helped to secure loyalty on panel appointments and win us larger shares of work."
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