Fiveminuteswith...

Client-relationship-management (CRM) strategies vary between firms, from those who define it in terms of technology to those that see it as a purely cultural challenge. Caroline Poynton talks to Stefanie Hoogklimmer, global head of CRM at Clifford Chance, about her efforts to implement effective CRM on an international scale.

Can you tell me about your role at Clifford Chance?

I work with the firm’s senior management on the shaping and implementation of all our CRM related projects and initiatives. The main objective is bringing client focus alive through conceptual and practical efforts, while also trying to avoid what we have done in the past, that is, creating CRM plans that just collect dust on the shelves. Very often, you launch CRM initiatives, don’t do them properly and they don’t work out. I’ve helped the firm overcome this stage and I’ve contributed to ensuring that CRM is something that doesn’t go away.

What is entailed in your CRM programme?

Because of the size of our firm, the essence of it is team based – sharing information across borders and areas of specialisation. It’s also about listening to the voice of the client and understanding how you can best meet those needs to serve clients better.

What technology do you have underpinning your CRM efforts?

We have deliberately refrained from initiating our CRM programme with an investment in technology and have instead focused our efforts on hearts and minds. We think that if you don’t get this right, then you can introduce as much technology as you want and it won’t work. We have, therefore, started things off without any technological support, although we might move to think about it at a later stage.

How have you gone about winning the hearts and minds of your fee earners?

Well, I wouldn’t say it’s as bad as you may think. Our fee earners already think of CRM as a natural part of the way they go about their business. They have always been client focused: responsive, hard working and striving to meet very tight deadlines. What we have tried to do is to concentrate on helping them to become more consciously competent, so that they more skilfully apply what they have previously been doing unconsciously. This is particularly important when it comes to delivering the service as the client wants it, that is, tailored to their requirements.

Does that involve training?

To achieve our aim to become a truly client-centred organisation across the different groups of people – not only partners, but also associates, secretaries and support staff – we embarked on a global education and training programme focused on how we deliver the best service to clients and improve the way we work internally, because in a firm of our size, that is critical.

Has training people to work as part of a team been a challenge?

It is a challenge because it is difficult to strike a balance between close partner/client relationships and firm/client relationships. You need to have both and linking them together is the key thing. One tool that has helped us tremendously is getting the voice of the client into the firm. For example, if you get clients to come to your internal partner meetings or if you get client feedback on a regular basis, it helps build this conscious appreciation of CRM.

What feedback have you had from clients?

They say that they really welcome our efforts, but I think, in general, the bar has been raised by all firms. All firms are investing in CRM and clients are increasingly expecting it. Of course, it becomes more difficult to stand out and differentiate yourself, so you have to be genuinely client focused rather than implementing some rather superficial CRM activities.

How will you monitor your CRM efforts on an ongoing basis?

It’s not easy, but we know that we are getting it right when our clients reward us with a better flow of work. I think CRM efforts are ultimately aimed at driving revenue and facilitating a bigger share of work from our major clients. When that happens, you know that you’ve got it right.

Stefanie Hoogklimmer is global head of CRM at Clifford Chance. She can be contacted at: stefanie.hoogklimmer@cliffordchance.com