A customer relationship management (CRM) software is different from a case management software and should be used in conjunction with your case management software. Without a customer relationship management (CRM) software. You are definitely hindering the growth of your law firm. Why?
A CRM creates systems for how your law firm interacts and builds relationships with past, current, or potential clients and referral sources.
The benefits are numerous but i will categorize it into Three(3)
1. Automated Follow-up,
2. List building and,
3. Measurement of performance.
Not having a steady flow of clients is detrimental for a law firm and leaves a lawyer in a constant state of feast or famine. You may have had a busy and profitable month, but next month is uncertain, and you could barely scrape by. This state of life is not sustainable and creates an excessive level of stress, which affects your health and relationships. The real benefit of a CRM is that it gives you clarity on the flow of clients through your law firm, giving you peace of mind.
How many potential clients call your law firm, request more information from your website, or filled out an intake form only to be put on an Excel spreadsheet with dozens of other forgotten names. Sure, most of those people get a response to their immediate inquiry, but then they never hear from the law firm again. Not continuously following up with leads is a fatal mistake.
Anyone who has enough interest to take time out of their day to contact your law firm should be followed up with until they convert. However, you cannot spend your entire day writing emails to people that may never hire you, which is why you need a CRM.
With CRM, the emails become 100% automated. All you have to do is write the emails. Only one day of work can last you years. Now, when a potential client fills out a form on your website, they are automatically emailed the information and placed on a follow-up sequence which significantly increased the chances of them hiring you later.
Cultivating a list of potential, current, and past clients is vital in a law firm. I cannot stress enough that you should never stop building your list. You may have an email list well into the thousands and think that you have enough, but there is always room for more. The larger you authentically grow your list, the more the law firm’s revenue will increase. While having a CRM doesn’t magically compel people to give a law firm their contact information, it automatically applies the proper tags that you or your marketing director have created so that you know exactly how many people are in your list.
Having a long list of names and addresses won’t amount to anything if you are never in contact with them. Beyond growing your list, you also need to nurture the list that you have built. By nurturing your list, you turn leads into clients and clients into referral sources. A CRM enables a law firm to mass email a list.
When your emails are automated and sent through a CRM, you are provided with an ample amount of data, such as open rate, click rate, bounce rate, opt-outs, and more. Once you gather enough data, you’ll have a better understanding of which subject lines and call-to-actions perform the best and can optimize your low performing emails, thereby increasing your overall conversions.
When you connect your CRM to your website and marketing campaigns, you’ll be able to track the number of new contacts from a specific location (website, Facebook, Google, etc.).