Embracing CRM Technology to Drive Business Growth Through Client Relationship Data and Insights

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Greenberg Glusker is a successful multi-practice law firm with over 100 attorneys with a reach that spans the entire United States and the globe. Greenberg Glusker’s structure and business strategy allow them to meet their clients’ needs in a competitive and cost-efficient manner, with first-tier legal services, in-depth industry knowledge, and fewer client conflicts than in a multi-office, national firm.

Upon joining the firm in 2019, Director of Marketing Sheenika Gandhi realized that to drive business growth, the firm needed to increase the use of its customer relationship management (CRM) system to leverage client relationship insights and target clients with specific marketing efforts while building brand recognition. The Greenberg Glusker marketing team worked with the LexisNexis® Professional Services team to understand the extensive capability of the firm’s LexisNexis® InterAction® CRM system to maximize its potential value. The team utilized both InterAction IQ and the integration with email marketing software, Concep, to automate data collection and augment relationship intelligence. They partnered with the InterAction Data Quality Services team to assist with their day-to-day data stewarding needs, special data quality projects, and routine audits.

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