CRM Case Study (client for 8 yrs)

Legal industry

Clareti are CRM, Zoho and Integration experts. A Zoho Advanced Partner with more than 20 years experince in a range of industry sectors.

Data migration, Zoho CRM, Fee-earner dashboard and custom quote modules

for a major London legal service provider

Background

A significant conveyancer and legal service provider across London with over fifty employees and significant relationships with recommending estate agents around the city.

They were unhappy with the capabilities of their case handling system and needed to take a more proactive approach to nurturing and securing clients. They also used spreadsheets extensively in their client acquisition processes.
A particular issue was the generation of client care letters when an enquiry was received which was taking too long and was inconsistent. Often other legal services companies were winning business as they were able to produce quotes and client care letters quicker.
Disconnected systems were hampering growth and inter-departmental tasking or work transfer was clunky at best.
Our client was also very concerned about the security of their client data, system costs and ongoing UK based support.

The Requirements

Clareti was asked to design a Zoho CRM system suitable for the legal and conveyancing process within the UK. It should do the following:

Become the system of record for new and existing clients and business opportunities until the business was secured
Allow for system adoption within a fast moving legal environment with minimal training for highly educated staff and enable automation of costly manual processes
Bring together disparate and Excel client-based processes to enable a 360° view of client interactions and history
Have a UK based flexible support model
Monitor ALL client opportunities through the conveyancing/legal processes and automate reminders and client care collateral where possible without sacrificing the personal touch
Implement internal process for legal staff requests e.g. printing, client post
Produce reporting that monitored monthly fee-earner performance

The Approach

Clareti initiated the project with a careful analysis of the requirements and a data architecture exercise to plot data flows around the company. This identified the overall system architecture, the Zoho applications that would be required and the data integration points. Due to the nature of the client and the range of applications required Zoho One was implemented with access to all staff.

We analysed the existing data held by our client and planned the cleanup of this data and switchover point alongside any training for the relevant teams.

An incremental implementation process was adopted. Core processes would be implemented as soon as possible and specific enhancements added with a sprints-based approach. Each release allowing internal training to happen quickly to match the fast moving environment.

The core system design utilised the significant customisation capabilities of Zoho CRM to match the requirements of the legal process within the client. Automation was designed to minimise costly manual processes.

Particular attention was paid to the design of initial client interactions especially for conveyancing and the automatic calculations of fees, disbursements and the VAT treatment of these. A one-click mail merge process was designed to take conveyance details and combine these into a client ready format within minutes of a client enquiry including complex stamp duty calculations.

Internal request management was enabled through Zoho Forms integration with Zoho CRM along with subsequent generation of tickets within Zoho Desk and monitoring of this in Zoho CRM.

A comprehensive reporting dashboard in Zoho Analytics to monitor fee earner performance using was designed in consultation with the management team with all KPI trends monitored.

Incremental system enhancements have been made with the client as legal market trends have taken place with this support all provided from Clareti in the UK.

Results

Clareti fully designed the Zoho CRM system, implemented and legacy data migrated within the target timescale of three months and implemented mostly with training being taken on by the client.
Custom modules were created for Quotes and client care letters, enabling these to be with the client almost immediately and included stamp duty and other fee calculations of key importance to the client.

Internal request processes were automated using a Zoho CRM integration with Zoho Desk avoiding costly and awkward manual processes.
A comprehensive dashboard was put in place to monitor fee-earner performance over time