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12 Days of CRM: Day 6 – How to Redefine Adoption


On the sixth day of CRM Chris Kringle Fritsch told me, it’s time we redefine adoption!

CRM systems have been around for more than 20 years, and we’ve been talking about adoption since the beginning. Maybe it is time we rethink our approach to adoption, especially in a law firm.

In law firms, time is money, literally, and everyone is incredibly busy, leaving them with little or no time to regularly update the CRM system. And remote work can complicate things further. Another group to consider is the professionals who bill over a thousand dollars per hour. Is the best use of their time manually entering contact records and updating missing information? Probably not!

So, rather than measuring adoption success through the professional’s ability to go into the system to regularly update lists or contact records, measure success through consumption as a proxy for adoption.

Are professionals able to get all the information when, where and in the format they need to develop more business, make smarter decisions, reach out to prospects or do whatever they need to do to be successful?

To ensure that your professional’s time is used most efficiently, consider technology that can automatically capture contact data from signature blocks of emails, or client intelligence software that can accurately pull industry information. Using advanced technology to save your professionals time can prove to be very beneficial as you now can provide easy access to important information whenever and wherever it is needed.

You should also consider different ways to leverage your CRM support staff. Make sure the data stewards are properly entering data and have processes in place to ensure everything is uniform and up to date. Also, having the marketing and business development team to keep track of activities and engagement points can help the attorneys and professionals stay up to date on prospective clients.

Watch as Chris Fritsch, of CLIENTSFirst Consulting, lays out different ways we can think of adoption, not by the amount of data being entered, but by the amount of value your end users recognize from the system.

For more than 10 years, the team at CLIENTSFirst Consulting has been helping professional services firms and other organizations successfully select and implement CRM and eMarketing systems and improve Data Quality to maximize value, adoption and return on investment. If you need help achieving CRM Success, contact us at 404-249-9914 or

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