CMS Cameron McKenna C a s e Legal Pioneers of Second-Generation CRM s t u d y Customer Details CMs Cameron McKenna drives business relationship management CMS Cameron McKenna www.cameronmckenna.com and its client-focused culture with the support of Pivotal CRM Country or Region CMS Cameron McKenna was the first major practice of CRM as a driving force behind International European law firm to implement Pivotal CRM, its business, and it had worked hard to put Customer Profile leading the field in the application of second- increased emphasis on client retention and CMS Cameron McKenna is a major generation CRM systems. The company has development. Its initial CRM focus was on getting international law firm headquartered in taken the legal sector’s use of CRM systems to the management and organization geared up for London, England. a new level, replacing straightforward contact a CRM culture before seeking an IT system that management with a truly integrated approach would support it. Once the culture was in place, Business Situation to business relationship management, business it was clear that a system was needed to support CMS Cameron McKenna had succeeded in process management, business development, the partners and fee earners in the firm. establishing a client-centric culture at the firm and marketing. and now needed the technology infrastructure Andrew Powell, Director of Marketing, had very to support it. Key objectives included opening clear objectives for the firm's CRM project. matters and contact management for fee Introduction As he explained, “Implementing Pivotal CRM earners and campaign management and ROI- The legal sector is increasingly embracing tracking for marketing. was not about replacing an IT legacy system; client relationship management as a significant it was about putting in place a system that contributor to business success and growth. Solution would support what the firm had in terms of a However, much of the focus in the sector has The firm chose Pivotal CRM due to its ability business and management culture. The driving been on contact management. CMS Cameron to meet the firm’s requirements and its force behind our selection of a system had to McKenna had a much longer-term vision: it was flexibility, which enable it to be customized be the long-term vision of what we wanted the to precisely match the firm’s processes. very clear that the company needed a system system to achieve. We had a long shopping Pivotal CRM has been fully integrated with that would support its client-focused culture and list. We were clear we needed functionality the firm's practice management, document provide efficient support for existing management such as pipeline management, the ability to management, intranet, Internet, and processes. Pivotal CRM was the right solution, communications software. manage marketing campaigns and initiatives, and CMS Cameron McKenna implemented and the ability to record activities against existing Pivotal CRM across 1500 users in 11 offices Benefits clients and contacts to enable us to develop covering 7 jurisdictions. • Automated file-opening linked to client our understanding of our relationship with contact and intelligence database, leading to these groups.” improved risk management Company Background CMS Cameron McKenna is a major international the solution • Gives a more holistic view of the firm’s law firm headquartered in London. The firm has a business relationships and enhanced visibility The Pivotal CRM team worked with CMS of potential opportunities wealth of experience and the depth of resources Cameron McKenna to put in place a customized to handle the largest legal assignments. Its focus • Increases cross-selling and referrals solution driven by the firm’s specific needs. on industry expertise marks it out as a world Pivotal CRM met the firm's requirements for • Enables users to better identify and track leader in many areas, such as construction, sales, marketing, and service applications business opportunities energy (oil and gas, electricity, power generation with Microsoft® Outlook® integration that would • Streamlines sales pipeline management and water), financial services, life sciences help them manage projects and relationships (particularly pharmaceuticals and biotechnology), • Supports the effective delivery and evaluation and track return on investment (ROI). Core food and consumer products, hotels, and leisure of marketing campaigns functionality of the Pivotal CRM solution included and construction. a file-opening system that enables invaluable • Measures ROI against specific client- development and marketing activities In total, CMS Cameron McKenna and the other contact information to be captured at the CMS member firms have operations in 37 outset of a client relationship, sales tracking countries worldwide. and campaign management capabilities, and a comprehensive suite of contact management the Problem functionality that enables all fee earners to access client information and intelligence. From the late 1990s, CMS Cameron McKenna was increasing embracing the concepts and Pivotal CRM | Case Study All users had access to the Pivotal CRM solution from day the Results one. However, strategically and tactically it made sense for The initial response to the system has been very positive, the firm to introduce functionality in a phased approach. This with high user uptake. CMS Cameron McKenna set clear success measurements for each stage of the project, pre- “ Implementing Pivotal CRM has enabled users to have a holistic view of client relationships and what is going launch and post-launch. The project goals were focused on cost savings and revenue generation. For example, the firm was seeking to achieve real operational efficiencies, reduction in research time, improved client and matter linkages, on in the business. This in turn enriches people's ability enhanced management capabilities, and embedded “best to talk with the client at a much more joined-up level. ” practice“ processes. Andrew Powell It was also very important for the firm to identify and set Director of Marketing behaviors that they wanted users to adopt. User training was CMS Cameron McKenna consequently very important prior to implementation. Powell explained, “One of the keys to successful implementation way users could get accustomed to the system and develop was putting people through familiarization training—again, the skills and confidence to use it effectively. At the outset of the hook to get them to attend being that they had to use the the project, the focus was on opening matters and contact system to open matters. Training was very much tailored to management for fee earners and on tracking, campaign the needs of specific user groups.” management, and ROI functionality for the marketing department. However, the firm is now using the system to The approach to training was also very important. CMS support all aspects of CRM. Cameron McKenna again departed from traditional routes. “We moved away from a point-and-click approach to training “ to a case study focus. All training was tailored to how people Most of the competitive offerings could meet some would actually use the system on a day-to-day basis.” but not all of our needs. However, it was not the One year on, significant progress has been made toward functionality alone that really influenced our decision the achievement of all project objectives, and the firm is now developing key performance indicators in areas such as to use Pivotal CRM. The organization made a improved risk management, content quality, system usage to tremendous effort to understand what we were about support effective business relationship management, sales pipeline management, and technical effectiveness. and was able to offer a flexible solution and adapt to our needs. ” Conclusion CMS Cameron McKenna is clear that its use of Pivotal CRM Andrew Powell Director of Marketing will continue to evolve. The next steps are to introduce more CMS Cameron McKenna of the business to the wider functionality of the system. A “super user” group in the marketing team will drive ongoing Director of Marketing Andrew Powell is very clear about why developments. The firm is currently looking at client buying Pivotal CRM was right for the firm. “Most of the competitive patterns, share of wallet, and client decision-making, and offerings could meet some but not all of our needs,” he Andrew Powell notes that the company “will be using Pivotal said. “However, it was not the functionality alone that really CRM to answer those sorts of questions.” influenced our decision to use Pivotal CRM. The organization made a tremendous effort to understand what we were about and was able to offer a flexible solution and adapt to our needs. We did not find this across the board. Most providers simply offered us a software package that we would have to gear our process around.” take the Pivotal step with Pivotal CRM for Law Firms To learn more about how Pivotal CRM for Law Firms can help your organization increase efficiencies and improve client service, call us today at +1 877-PIVOTAL (+1 877-748-6825) or visit us at http://www.pivotal.com/legal. Copyright © CDC Software 2007. All rights reserved. The CDC Software logo and Pivotal CRM logo are registered trademarks and/or trademarks of CDC Software.