DATE: Monday, 15 March 2010

It is a misconception that once an organisation has installed a CRM solution they have, by default, also implemented a CRM strategy. CRM technology is a key component of a CRM strategy however additional elements need to be taken into account before a firm can claim to have developed a cohesive CRM strategy that is aligned with the firm’s overarching business strategy. A CRM strategy supports the overall business objectives by building and leveraging client relationships, thereby helping to increase the firm’s competitive advantage. By aligning its CRM strategy with its overall business plan, a firm will be better placed to identify and respond to business and economic trends.

A successful CRM strategy is most often achieved when there exists a supportive organisational infrastructure, technology enablement, mutually supportive business processes and a client focused culture. This Master Class explores CRM strategy from conception through to implementation.

The seminar presenter, Paul Tilling, Client Adviser at LexisNexis InterAction will consider a range of issues including:

• What is a CRM strategy?
• How do you develop and implement a CRM strategy?
• What are the benefits to the firm?
• Why does our firm need a CRM strategy?
• How can we achieve internal buy in?
• How can profiling our clients help us achieve our strategic goals?

You will leave with an overall understanding of CRM as well as some practical examples that you can take away and put into practice at your firm.

Agenda

CRM Strategy Components
This will be a hands-on session with Paul breaking down CRM strategy into bite-sized chunks identifying some quick wins for the BD / Marketing team and building up to a CRM strategy that can be used to drive change within a firm:

• What is a CRM Strategic plan?
• What are the benefits of a CRM strategy?
• What does a CRM Strategy look like?
• Strategic Questionnaire: How to build a 5 Year Strategy and how to tie in CRM to support the firm's strategy.
• Measuring success: How do you set key milestone objectives that are tangible/ measurable?
• Firm buy in: How can you get the Firm to acknowledge and buy into the 5 Year Strategy?

Client Profiling
Client Profiling takes the information available about a law firm’s clients and distills it into a framework that informs a firm’s growth strategy for various client segments. That framework incorporates client information such as:

• Volume of work
• Types of work
• Industry
• Relationship strength
• Consistency of work volume
• Practice group cross-sell
• Share of wallet
• Billing rate

The starting point is segmentation of clients based on relative lifetime volume of work and the consistency with which the work was provided over the years. Analysis of clients within the segments reveals the need for unique relationship strategies for each segment.

This session will be based on research carried out by the LexisNexis Redwood Think Tank.

CRM Strategy in Practice: A Case Study
Nick Richards, Director of Marketing and Business Development at Vantis PIC, is responsible for designing, implementing and reviewing the firms CRM strategy in line with the broader business objectives.  Nick has recorded a video for us providing a case study of his firms own experiences.

About the presenter
Paul Tilling, Client Adviser, LexisNexis InterAction

Paul has over 20 years experience working with law firms across the UK and Europe. He has a Law degree from London and studied for the Bar before changing course and joining a city law firm then LexisNexis as a Client Advisor (international).

Date: Monday, 15 March 2010

Time: 12.15pm for 12.30pm - 2.30pm (a light lunch will be served upon arrival)

Venue: Norton Rose, Level 18 Grosvenor Place, 225 George Street, Sydney

Cost: APSMA Members $60 | Non Members $90

To Register: Click on the 'Enroll now' button below and follow the prompts.  YOU MUST FIRST LOGIN TO THIS WEBSITE TO ACCESS THE 'ENROLL NOW' BUTTON ON THIS PAGE.  Contact APSMA on 02 9411 2599 or info@apsma.com.au if you require assistance with your registration.  Please note that your event registration is tax deductible.

This seminar is brought to you by LexisNexis InterAction	Kindly hosted by Norton Rose