Using CRM to deliver CEM

Client experiencemanagement – FionaJackson asks is it a newfrontier for CRM or simply a sign of business maturity?

Today, there is hardly a professional services firm that doesn’t appreciate the need or value of CRM. Typically, firms use CRM for marketing communications and new business development; but the more advanced firms take a highly strategic view of the discipline with many putting it at the heart of their business operation. As an example, at King & Wood Mallesons SJ Berwin, the CRM system integrates with the majority of the firm’s business systems including practice management, and template and eFax systems along with the international lawyers and referrals databases.

This article originally appeared in professional marketing magazine.

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