So your CRM system is languishing and neither re-positioning nor re-launching seems to be an option. Could re-branding be the answer?
Well, let’s start by examining what we mean by rebranding. Rebranding suggests that the system is configured properly and in line with your firm’s business development strategy, but there isn’t confidence or engagement with the system and the only way to obtain it is to call the spade something different.
But as I always say, a spade is a spade and this approach should only be used as a last resort. If you are communicating the objectives and benefits of the system to the firm effectively, in a way that adds value, then it doesn’t matter what it is called, the proof is in the pudding.
However, rebranding can make the system more relevant to the firm – particularly if it is in line with an existing business development or client programme. If there is a lot of internal confidence, respect and loyalty in your firm’s brand and values, then re-skinning the system – re-designing the look and feel of the interfaces people use to reflect your firms brand colours and image – can encourage buy in. Nevertheless, there are a number of factors to consider:
1. Don’t skimp on the details
If you want to re-brand your system, make sure you invest time and money into the branding, messaging and design. Poorly designed and executed interfaces will put people off rather than gain additional buy-in. Be serious about the approach and secure budget to make it successful.
2. Consider upgrades
Be aware that customising your system can cause issues when it comes to upgrading the system. Any customisations you make will have to be taken into consideration and can prolong the upgrade process and compromise its success. Talk to your LexisNexis Product Managers to ensure you have covered all bases and allow budget in your upgrade plans for additional support.
3. Be honest
Don’t try to hide the fact that InterAction is still the underlying CRM system. And don’t just slap your company logo on the front and claim it is a ‘new’ system. The objective of rebranding is making the system more relevant and specific to your firm. So take the time to review and configure processes, forms and folders to better meet the needs of users.
4. Be aware of future plans
It might seem obvious, but check whether your firm is looking to re-brand entirely in the near future. If it is, it will be more cost effective to re-brand InterAction as part of the overall process.
5. Sell the benefits, train for success
Deliver an extensive training programme that not only incorporates ‘point and click’ training, but also incorporates robust messaging and a context setting sales pitch, so that everyone in the firm understands what they will gain from investing time and money in the exercise. And make sure you deliver on the promises you make.Remember, re-branding alone won’t make the system successful. If your fee earners don’t understand the fundamentals of CRM, and your business development team is not bought into the process and concept of a centralised CRM system, then no amount of re-branding will increase engagement. You can lead a horse to water, but you can’t make it drink.