From Legacy to Leading Edge: A CRM Success Story

Implementing a new CRM system in a law firm can be a daunting task. Faced with rising costs, poor user adoption, and outdated processes, Cairncross & Hempelmann, a Seattle-based law firm, made the leap from its legacy CRM to ContactEase, SurePoint’s client relationship management solution. This case study showcases their journey, the challenges they overcame, and the transformative results they achieved.

“It was clear that our legacy CRM wasn’t meeting our firm’s needs. While some of our team used it effectively, firmwide adoption was almost nonexistent, limiting its value. We needed a solution that aligned with our strategic goals and was intuitive enough for everyone to use.”

The Challenge: Aligning CRM with Strategic Goals

The firm’s marketing director recognized that their legacy CRM system was falling short. While a small group of rainmakers utilized it effectively, firmwide adoption was minimal. This limited the system’s value and presented a major hurdle to achieving growth and managing relationships in an increasingly competitive legal landscape.

“With SurePoint’s seamless integration into Outlook, our attorneys no longer felt like they were learning a new system. They were simply enhancing their existing workflows. This ease of use was key to widespread adoption and has revitalized how we approach business development.”

Faced with high renewal costs and a misaligned system, the firm embarked on a mission to find a CRM solution that was easy to use, integrated seamlessly with existing tools like Outlook, and supported their strategic marketing and business development goals.

A New Direction: SurePoint’s Tailored Approach

Enter Amber Elliott, Director of CRM Operations at SurePoint. Amber and her team worked closely with the firm to understand their unique challenges and goals. A customized implementation strategy was developed to ensure a smooth transition and promote user adoption.

Key features of the new CRM included:

• Outlook Integration: This feature was a top priority during internal interviews. Attorneys appreciated managing business development tasks directly within a familiar interface.
• Tailored Training and Support: The firm’s team received personalized support and access to an extensive online help system, covering everything from user guides to best practices.
• Collaborative Implementation: SurePoint involved the firm’s rainmakers in designing processes within the new system, turning skeptics into advocates.

Overcoming Barriers to CRM Adoption

Implementing new technology often meets resistance, especially in environments like law firms where time and efficiency are paramount. SurePoint’s intuitive design and seamless integration eased the transition, addressing initial skepticism.

One senior staff member, initially doubtful, became a key champion of the system after seeing its benefits firsthand. Their endorsement helped foster firmwide acceptance, which was critical to the system’s success.

Results: A Culture of Growth and Engagement

The adoption of SurePoint’s CRM sparked a cultural shift within the firm. Attorneys found renewed enthusiasm for marketing and business development. Processes were revitalized, and new opportunities emerged, leading to stronger client relationships and increased business from existing and prospective clients.

Post-implementation feedback was overwhelmingly positive, underscoring the success of the transition and the renewed sense of collaboration within the firm.

Lessons Learned: The CRM Playbook

This case study highlights key takeaways for successfully implementing CRM in a law firm:

• Collaborate Firmwide: Engage at all levels of the firm, from senior partners to administrative staff, to ensure buy-in.
• Leverage Vendor Expertise: A trusted vendor like SurePoint brings invaluable insights and strategies for overcoming challenges.
• Customize Communication: Tailor messages to different user groups to illustrate the CRM’s value.
• Define Clear Goals: Set measurable objectives to track success and guide the rollout.
• Commit to Continuous Improvement: Ongoing training and updates keep the system aligned with evolving firm needs.

Why SurePoint?

SurePoint Technologies is a leader in law firm management solutions, offering award-winning software that simplifies workflows, enhances financial performance, and drives growth. ContactEase, our CRM solution for law firms, empowers attorneys and marketing and business development teams to unlock higher performance by fostering collaboration, streamlining processes, and freeing attorneys to focus on their clients. Learn more about ContactEase and our industry-leading adoption rate at surepoint.com/crm.