Making CRM work for you
Marketing and business development is an established strategic function in law firms – but client relationship management is still significantly under-used, says Fiona Jackson, client adviser at LexisNexis Enterprise Solutions
Marketing and BD has come of age. It’s now recognised as a strategic function, separate from the traditional sales and marketing activities in law firms. With partner clout diminishing, client loyalty no longer a given (due to reduced budgets), and strength of reputation alone being insufficient, law firms need to demonstrate their ‘value’ to customers and prospects to win and retain business. Marketing’s primary tool, customer relationship management, is still a powerful weapon – but it’s not being used to its potential.
As appeared in April's issue of The Briefing from LSN