Digital White Papers

49 WWW.ILTANET.ORG | ILTA WHITE PAPER MARKETING TECHNOLOGY Strategic Experience Management and Proposal Best Practices Traditional experience management systems focused on maer details with limited client information. Client Relationship Management (CRM) systems store limited client information but are inflexible and cannot capture robust maer experience. Today, modern experience management systems excel at both. Client-focused firms such as Troutman Sanders and Hunton Andrews Kurth are using experience management to gather and leverage rich client data to enhance client service, client teams, analytics, marketing, and practice management, with impressive results. Gone are the days of "having to go to different sources for different data," reports Keli Whitnell, Experience Database Administrator at Troutman Sanders. The firm captures enough client detail in their experience system to rely on it for robust client search. Simply having a place to enter client descriptions with rich keywords has greatly enhanced search capabilities at both firms. Stephanie Bishop, Business Intelligence Manager at Hunton Andrews Kurth, describes their experience system as a sophisticated data aggregator that they are always "thinking of new ways to leverage as much as possible" for client intelligence, especially since their recent merger. Mining Client Data A good place to start is with client history. In addition to work performed and results, firms use experience systems to collect a wide variety of client-level data points, including client open date to calculate client age, last time entry activity date, maer value, fees billed, and total hours. The data can be used to beer understand clients through a variety of easily configurable metrics. Client data can also be rolled up to client groups. At Hunton Andrews Kurth, their experience tool provides practice team managers, pricing, and LPM teams with quick snapshots of the work they do for a client or a client family based on maer type and area of law. Targeting Client Industry Both firms agree that the ability to integrate external sources of client data is a key feature for experience systems. Firms commonly ingest company data from Dun & Bradstreet or Capital IQ, including links to their proprietary profiles so more detail is a click away. Headquarters location is Know Your Client with Modern Experience Management by Cindy Thurston Bare, Foundation Soware Group

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