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Factfile 36

CRM in professional services firm

In professional service organisations, CRM programmes tend to be concerned with finding ways of maximising the long-term value of client relationships. This is achieved by:

• Identifying key clients and those that have the potential to become so - this may include targets that are not yet clients.
  
  
• Identifying what these clients want, need and expect both in terms of products/services and in service delivery - and ensuring that these requirements shape the service they receive. Requirements and expectations may not be consistent across the client base and it is likely that a segmented approach will be appropriate.
  
  
• Setting up programmes to develop business opportunities and optimise client satisfaction.
  
  
• Establishing an infrastructure and process to allow this all to take place effectively and to realise process efficiencies.
  
  

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