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What is Customer Relationship Marketing (CRM)?

Customer Relationship Marketing is a practice that encompasses all marketing activities directed toward establishing, developing and maintaining successful customer relationships. As its name implies, CRM is a proactive marketing strategy that solidifies and enhances existing, former or prospective client relationships. CRM is designed to keep you and your firm consistently in front of your clients, in a "top of mind" state, allowing you to cross sell your services.

Why CRM?

Quite simply, your firm will be more likely to garner referral cases when you ask for them and when you keep your name and services in front of them on a consistent basis rather than leaving it to chance. Most firms would agree that referral cases are valuable because of their low acquisition cost and high-end quality. CRM allows your firm to:

Enhance client satisfaction
Proactively solicit and receive more referral cases
Support and enhance your direct marketing efforts
Maximize return on all advertising efforts
Gain a competitive advantage over your competition
Specifically and continually target those individuals who WILL utilize your services
How does CRM work?

To consistently remain "top of mind" with your clients, you must continually provide them with tangible reminders of your firm. Tangible reminders can be in the form of brochures, mail inserts, birthday and thank-you cards, magnets, surveys, newsletters, etc. Without tangible reminders, you essentially leave referrals to chance by making the wrong assumption that every client remembers your name at the opportune time.

CRM & Television

Television advertising is and remains the most effective means of reaching your target audience. Our CRM package is designed to augment your advertising campaign by continually targeting your clients and cases of the future. The package is cost-effective and easy to implement without draining your limited time and personnel resources. Why do we believe in CRM? Because it has worked for us and many other referral based businesses. In order for us to be successful, our clients must first realize success. Let's face the facts; your marketplace is only going to get more competitive. Unless you compliment your television advertising efforts with CRM, retaining or gaining market share will become increasingly difficult.

Is CRM Measurable?

The most pressing questions, "Is CRM measurable?" or "Will it work?" The answer to both is yes. However, it is not a form of direct response marketing like television. It is a supplement and enhancement to your direct marketing efforts that will produce additional calls and cases over time. Allowing the program TIME to mature and grow is essential to the success of this program. You can expect to see your referral based business increase over time with a concerted CRM program. One thing is for certain, if you don't implement a targeted program to increase your referral-based business, you won't increase your referral-based business!

Put us to the test right now.
Stop what you're doing right now and take 10 minutes to call me at 1-800-525-3332. I'll give you two new ideas on how you can strengthen your CRM strategy today. You've got absolutely nothing to lose and a powerful practice marketing tool to gain.

On behalf of our entire legal division, thank you for taking the time to read this issue of Inside the Network. We'll be back next month with another topic of vital importance to your practice.

Sincerely,


Harlan Schillinger
Vice President
Legal Marketing Division