As 2020 closes, and what a year it has been, it is important to embark on disciplined planning for key processes and technology of the firm. Objective setting and investment is key to continual innovation and growth for any business and doing this for your CRM processes and enterprise software should be no different.
This year has been particularly challenging, as longer-term planning has been replaced with short term decision making to adapt to the changing environment, available resources and business direction. And whilst it is important to build flexibility into your planning to quickly move when things change, it is also important to have a clear vision for what needs to be achieved by the end of 2021
First and foremost, it is important to establish the current status of your technology and how/why it is adopted. Collate all version numbers. What tools and functionality currently available to you is being used and more importantly, what is not? Describe the current state of your data health and compliance, user adoption and management of business development processes. And finally, think about what goals you would set for CRM in 2021, and where you are (honestly) in relations to those goals.
From here, engage your team. And by team, I mean those in your BD and Marketing function and the legal community, as well as your LexisNexis InterAction team. Ask them what CRM goals are pivotal for them to achieve their goals for 2021. How does InterAction play into their objectives and how well do they relate to your goals? Review these objectives with your Client Advisor and/or Account Manager to ensure they are achievable, realistic and in line with what the software platform can deliver.
Some examples could be:
Once you have set your high-level objectives, they need to be broken down into a year-long programme of work. Working through step by step what tangible tasks need to be achieved at what times and by who, to keep momentum and accountability through to achieving your objectives.
Once you understand what work needs to be completed, you can begin costing this work. This could mean technology costs (for example new servers or software), it could be consulting costs (both internal and external) as well as ongoing maintenance/support and licensing. Once this exercise is completed, you can adjust your programme of work accordingly based on budget constraints (if they exist), to ensure you prioritise the right tasks, and achieve the maximum results from your planning process.
By and large this means your Client Advisors and your Account Managers. At the end of the day, they are your client success team, working with you and whatever resource constraints you have to achieve the best possible outcomes for your CRM. Accountability to each other is key to continually innovate and maintain momentum. Please use our resources and get in touch to work through this exercise so we can ensure 2021 progresses your firms CRM agenda and discipline.