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Five recurring themes for CRM success

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At LexisNexis one of the main tools we use for measuring the success of an InterAction implementation is the Key Success Indicator (KSI) audit. Use of this tool has been proven to help significantly increase the value of InterAction, by providing targeted information about where clients need to concentrate their resources.

Many of you will already be using these audits to identify your own specific areas of achievement and establish where you should focus to build on your success. But what does it take to achieve a consistently high score? Based on our experience of working with many law firms, these are the five recurrent themes that deliver KSI audit scores that are well above the average:

  1. Set clear objectives
    All high scoring clients have three to five year business plans, which include specific objectives for client development and new business acquisition. They also have written objectives for the use of InterAction across their firm and include the use of InterAction in employees’ annual appraisals. These actions help to increase adoption and ensure continued use of the system across the key audiences.
  2. Assign ownership
    High scoring clients also have clearly defined ownership of the system within marketing and business development functions, in addition to full support from their IT department. The main sponsor of the system is either a Managing Partner or a senior client-facing manager. Plus, clear measurements are in place to gauge the success of the system, including efficiency gains, levels of usage and tracking what the system is used for.
  3. Focus on the data
    The quality of data is a key issue when it comes to delivering successful InterAction implementations and this is borne out by the exceptional focus placed on it, by high scoring clients. They carry out a data audit prior to implementing InterAction and develop a formal strategy for data cleansing on an ongoing basis. They also dedicate resources to regularly manage data tickets and monitor the volume of tickets generated. In addition, they manage their key client programme through InterAction and use it to provide targeted business development reports.
  4. Appoint super users
    Experience shows this is one of the most effective ways of supporting CRM success. All high scoring clients have assigned super users to support how key parts of the business should use InterAction. They also act as ambassadors of best practice.
  5. Integrate with other systems
    Clients with high KSI audit scores don’t just implement InterAction in isolation – they integrate it with their finance and human resource systems. They also record their business development activities in the system and link payment of expenses to these, where relevant. As a result, they have a single source of the truth that is shared throughout the organisation.

Whilst these are the five recurring themes from our high scoring clients, all firms share the same challenge of managing a successful outcome with limited resources and conflicting priorities. So it’s crucial that firms understand where to focus their attention to obtain the best return on their InterAction investment.

Whether you carry out formal audits with our help, or choose to do them yourself, it’s important to do them on a regular basis. And they must start with clear objectives of what you are aiming to achieve, as well as having ownership of success positioned within the correct team. Without these in place, firms will struggle to ensure continual adoption of the system across their core audiences.

Tags: InterAction

About the Author:

Loreen's main focus is to provide clients with impartial and objective advice on how to incorporate InterAction into your business. She tries to bring a different perspective on dealing with the many challenges of ensuring user adoption and aligning the system to business planning.

She has worked for a large global law firm implementing InterAction across all offices, so has first-hand experience of dealing with the organisational change brought about by introducing a CRM system, along with the expectations that it can present. Loreen has a deep understanding of technical, process and business issues within a law firm, having worked at all levels to roll out InterAction and manage other Marketing and Business Development Projects over a period of 15 years.

This covered Partners, Lawyers, Secretaries, Senior Marketing and Business Development Managers along with their respective teams.

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