Peer to Peer Magazine

P E E R T O P E E R : I L T A ' S Q U A R T E R L Y M A G A Z I N E | F A L L 2 0 1 8 55 development activities gathered from email campaigns and events. Often, these bridges have already been built by the system providers, leading to a reduced cost as well. As an added benefit, enhancing the CRM system with this type of data can drive system adoption and value, which is a frequent struggle. • As mentioned previously, CRM can also be tied to the time and billing system. Because so many firms have done this in the past, while the cost may be higher, if the firm has a common time and billing and CRM system, it's not prohibitive. Some data that can be beneficial includes things like client information, ranks and numbers. Additionally, if the People. Partnership. Performance. Business Process Solutions | Class Action & Mass Tort | Court Reporting eDiscovery | Regulatory & Compliance | Restructuring & Bankruptcy Count on Epiq experts, technologies, and resources to bring clarity and confi dence to the complex, costly, and time-consuming administration of legal matters. Learn more at epiqglobal.com 9/5/18 3:56 PM IT department has added industry information to the billing system, that data can be beneficial for targeting and segmenting lists in the CRM. How many marketers struggle when asked by an attorney, "Why can't we just pull a list of our clients and prospects for the industry seminar we are doing?" • External data sets can also be connected to key firm systems. Company news and information can be brought into the CRM and connected to company contacts. This type of connection can be beneficial, but it often requires a meticulous initial matching process and ongoing subscription costs for the information to prevent it from becoming outdated. And be sure to think carefully about whether you want to go beyond marketing uses and provide the information directly to the attorneys. Information changes frequently and is never perfect, and often an attorney will be turned off by discrepancies in the data. Trained to find fault, attorneys will often conclude that if the data is bad, therefore the system is bad, and this can discourage use of the system. • Integration of the firm's HR system can also provide value. Automating the creation of user accounts in the CRM can provide efficiency and roles can be enhance security. This data can also be used to feed firm directories to allow desk or

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