Client relationship management (CRM) provides a central data hub that helps manage interactions. 

Client relationship management helps to map relationship links with current and prospective clients as well as new leads, contacts, and influential decision makers.

This data management process results in:

  • Precise targeting for delivery of marketing and business development communications.
  • Ensuring clients and prospects receive information relevant to their needs and/or industry.
  • Highlighting both your legal expertise and client service value.
  • Mapping relationships and tracking interactions between clients, practices, legal services, and individual lawyers.


Using technology, a CRM system can contain various types of client information, track and connect relationships, and measure client touch-points with respect to marketing tactics such as email, social media, telephone and direct mail.

A CRM can be set up to organize and measure responses to marketing collateral, such as newsletter and bulletin distribution networks allocated by client type, industry, service line or lawyer as well as annual reviews, event invitations, seminar attendance, and client work results.

The hallmark of a solid CRM is clean data, and accurately and consistently parsed information. This means reviewing, cleaning, and updating data is key.