CRM Panel Cole Valley Users Group Steve Barrett CMO, Drinker Biddle & Reath LLP Philadelphia, PA March 20, 2007

Lexicon: CRM = Client Relationship Manager If your system cannot tell you whos a firm Client, you dont have a C If you dont have a C, you cannot have an R If you have neither a C or an R, you only have an M, which is just a 400- horsepower Mailing list!

What is a Good CRM System? Includes: Includes: – Client Yes/No indication (w. client ##s) – Summary client quantitative data – Big client v. little client indication – Other contacts at client/prospect organization –Subjective client + contact data

What is a Good CRM System? Includes (contd): Includes (contd): – Easy integration with firm applications – Alumni + Referral sources tracking – Event tracking

What Good is a CRM System? Multi-Dimensional (integrated CRM): Multi-Dimensional (integrated CRM): – Targeting clients for service improvement initiatives – Supporting Client Service Teams proliferation efforts – More accurate client source info – Supports individual attorney + firm-wide sales/direct business development

Parent Org. Sub. 2 Sub. 1 Div. 2 Div. 1 ClientProspectClientProspect What is a Client Family

The Gillette Co. The Gillette Co. –Safety Razor Division –Braun –Duracell –Right Guard/Soft & Dri/Dry Idea –Edge Shaving Cream –Afta –Oral-B –Satin Care –Thermoscan –*Toni + Prell –*PaperMate –*Waterman

What Should Precede CRM? Lost business/shrinkage analysis Lost business/shrinkage analysis (Can any be restored/recovered?) Need to aggregate client info into comprehensive views (esp. w. corporate families) Need to aggregate client info into comprehensive views (esp. w. corporate families) Thorough understanding of firms clients (conduct business autopsy) Thorough understanding of firms clients (conduct business autopsy) Stratification analysis (Whats your 80/20?) Youll find its more like 90/10, in most full- service firms of any size. Stratification analysis (Whats your 80/20?) Youll find its more like 90/10, in most full- service firms of any size.

Stratification (Sample) –

Whats your 80/20? So...should you spend 80+% staff time on the data accuracy of unimportant clients? So...should you spend 80+% staff time on the data accuracy of unimportant clients? Or...80+% of time ensuring accuracy of major client data & enhance that info to propel relationship growth? Or...80+% of time ensuring accuracy of major client data & enhance that info to propel relationship growth? Should you relate to fans in bleachers or sky boxes? Should you relate to fans in bleachers or sky boxes?

What Undermines CRMs? Lack of management support Lack of management support Convoluted roll-out, infrastructure & training needs Convoluted roll-out, infrastructure & training needs Focus on achieving 100% data integrity Focus on achieving 100% data integrity Incompatibility issues, siloed data Incompatibility issues, siloed data Attorney contact release/compliance Attorney contact release/compliance

What Undermines CRMs? Firm business development/sharing culture Firm business development/sharing culture Low teamwork/client-centricity readiness Low teamwork/client-centricity readiness Needless complexity – training overheads deter usage + low usage undermines success Needless complexity – training overheads deter usage + low usage undermines success

The Challenges Mastering Administrivia Mastering Administrivia – Links to client info, web sites – Maps/directions – Client Service Team support (Ms cannot provide) – Integration w. hand-helds – Color-coding (S//L/XL) – Color-coding (S/M/L/XL) – Integration (w. phone dialing, mail-merge, e- mail, fax covers, shipping labels, etc.)

The Challenges Mastering Administrivia (contd) Mastering Administrivia (contd) – Familiar user interface? – Data enrichment (from Martindale, SHRM, ACCA, other sources) ? – % with addresses?