*By Rubens Manino
Managing relationships with clients and leads can be a costly and challenging process for law firms. In addition to involving a large amount of data, problems such as lack of integration and updating of information also make the work of professionals difficult. In addition, many firms accumulate a series of manual and repetitive tasks, and dozens of pieces of information and potential business opportunities are lost every day.
However, technology has the potential to transform this scenario, adding greater efficiency to the relationship management process of law firms, through CRM tools. Among the benefits of digitalizing this process are the optimization of communication, data integration and mapping of customer needs, contributing to conducting business in an even more strategic way and boosting lead conversion.
In practice, adopting CRM technologies helps law firms ensure the quality of their services, managing all their cases from prospecting to service. One of the most notable features of this technology is the management of contact information. This makes it possible to develop more personalized communication, build a more robust database for marketing and sales actions, and control new opportunities. Tasks such as capturing leads at events, for example, become much simpler and more effective for law firms.
Another benefit of CRM is the ability to track the negotiation stages with a potential client, gathering relevant information on the platform about the entire contact from the initial approach to the most recent conversation. This feature allows professionals to assess which business opportunities are most promising, directing greater efforts towards that acquisition strategy. Some CRM tools also manage conflicts of interest, an extremely important process for law firms. With the use of technology, conflict of interest management becomes much more agile and efficient.
Pricing management is also a process that can be optimized through technology. By integrating with the firm's back-office data, some solutions help establish more accurate pricing, providing, for example, a budget estimate for new contracts based on the history of similar cases already executed. In general, the agility and data integration provided by CRM simplify the routine of teams, allowing professionals to focus on more strategic and relevant activities.
In an increasingly connected environment, customer relationships take on an even more strategic position for businesses in the legal sector. Therefore, in addition to valuing the quality of service, it is essential to promote good customer service, ensuring the efficiency of relationships in the short, medium and long term. To achieve this, it is necessary to invest in technologies that contribute to the optimization and greater efficiency of this entire process. In addition to helping to strengthen ties with customers and leads, these tools also contribute to revenue generation, keeping the business competitive and relevant in the current scenario.
*Rubens Manino, CEO of TOTVS Juritis
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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