A great lawyer is more than just an eagle-eyed document reviewer or a litigious shark in the courtroom. What really sets a law firm apart is its ability to maintain communication with clients. Communication builds trust between clients and their attorneys, which can yield referrals, repeat business, and positive reviews, all of which boost revenue.
But what attorney has time to check in with new and old clients frequently on top of all their other work?
An emerging tool that law firms can use to nurture leads and maintain consistent client communication is customer relationship management software, or CRM. While many law firms have invested in this technology, knowing how to deploy it effectively and turn contacts into clients? Well, that’s another story.
What Is Legal CRM?
CRM is software that automatically stores client information for businesses. Legal CRM software not only tracks client names, email addresses, and phone numbers, it also includes detailed information on their interests, personal history, and points of contact with the firm. With this information, attorneys can zero in on clients through targeted marketing communications to turn more leads into clients.
Legal-specific CRM is more than just a glorified address book, however. The right legal CRM not only stores client information, but it also takes action on behalf of lawyers. It can automatically send texts or emails to clients, provide clients with relevant documents, and even shepherd them through the intake process.
The effective use of legal CRM can free up attorneys to practice law while also creating satisfied clients. When busy attorneys use this software, it improves relationships with clients, boosting client trust and increasing firm revenue.
How Legal CRM Can Boost Your Law Firm’s Revenue
Legal CRM is a great software solution for law firms, but its benefits are wasted if the firm doesn’t know how to apply the software and take full advantage of it. The overarching goal of CRM use is to increase firm revenue, a goal that’s achieved in a few key ways.
Building relationships and winning more new clients
While most law firms recognize the importance of dedicated marketing efforts, few have the resources or the bandwidth to adequately nurture leads. CRM software builds relationships with prospective clients—without a significant time investment from law firms.
Legal CRM makes each marketing touchpoint more effective by ensuring that every communication is personalized. By targeting all firm communications to the client’s area of interest, firms ensure that clients are receiving the relevant information they need to determine whether to hire a lawyer for their legal matter.
Legal CRM can also smooth the intake process, providing clients by delivering the necessary forms and documents in a timely manner. This ensures that the client relationship starts out on the right foot.
Retaining clients and gaining referrals
Attracting new clients is the fun, splashy side of marketing, but research shows that maintaining clients is six times less expensive than winning a new client. Repeat clients are good for business because they already trust your firm. As a result, they are likely to spend more on legal services and refer new business, all of which costs less from a marketing standpoint.
One-time clients become repeat customers when your firm provides standout service. One way legal CRM can improve customer service efforts is by simplifying communication efforts. Automated follow-up emails keep your firm top of mind the next time clients are looking for legal representation, and personalization tools allow you to automatically contact clients through their preferred method—by email, text, or even voice message.
CRM can even integrate with your calendar to make scheduling meetings and follow-up calls easier for your clients. Being available to clients helps you meet their needs quickly and build their trust.
Automating administrative tasks and boosting billable hours
Increased revenue doesn’t just come from clients, it’s yielded through improved efficiency in the workplace, too. Legal CRM allows attorneys to automate common administrative tasks, reducing the time they spend each day on non-billable tasks and making space for more billable hours.
Legal CRM can pull client information from intake forms and automatically populate client profiles. It can also use client information to automatically create some legal documents. Further, by taking tasks like calendaring and sending follow-up emails off attorneys’ desks, legal CRM minimizes attorneys’ administrative hours.
Improving decision making
Legal CRMs hold a lot of data—data that can be analyzed and utilized to inform law firm business practices. Instead of making marketing decisions based on guesswork, use the data CRM provides to determine how clients are finding out about you, what legal practices areas to expand (or reduce), or how to communicate most effectively with clients.
By using data to inform your decisions, you’ll make decision-making easier and more impactful.
Tips to Use Legal CRM Most Effectively
To get the most out of your legal CRM, follow these tips:
- Integrate CRM software with the software you already use. Most legal-specific CRM is designed to coordinate with email accounts, office calendars, or other legal practice management software—by combining this new tool with the software functionality you already possess, you’ll harness the multifaceted features of legal CRM
- Get professional CRM training for all employees. CRM isn’t just for lawyers or law firm marketing teams, it can (and should!) be utilized by all team members to reap the full benefits
- Build SMART goals around CRM use. SMART goals will help you to evaluate whether your firm’s legal CRM is bringing in more new business or reducing write-offs
- Find creative uses for collected data. The client data collected by a CRM is much more than just contact information—use it to gauge which clients bring in the most revenue or which are providing the most referrals and target your communication to these clients appropriately
Combine CRM with Legal Practice Management Software for Maximum Impact
CosmoLex’s legal practice management software is built to integrate with Law Ruler’s CRM. By combining these two software solutions, you’ll get the matter management capabilities of CosmoLex with the legal automation tools of Law Ruler. To get started, schedule a demo or start your free trial today.