What does it take to convince lawyers to adopt a new CRM system?

Transformation of Customer Relationship Management, Freshfields Bruckhaus Deringer

Targit Case Study Challenge Image - Freshfields

THE CHALLENGE

To encourage 2,500 partners and their secretaries to adopt an entirely new way of working; moving from a traditional approach to managing their own clients, to a central CRM system that would foster proactive and collaborative client relationship management across the business.

THE APPROACH

To develop a robust change communications strategy that enabled the programme team to proactively engage with key stakeholders
To establish the core story to help partners and secretaries make sense of the change, encouraging them to adapt their approach to client relationship management
To launch a regular rhythm of communications that would provide timely updates, engender trust and gain buy-in from different audience groups
To enable the project team to share news about the rollout and prepare people for the change through a centrally-created toolkit of flexible communications assets