Knowledge managers in law firms are often pulled into client relationship management (CRM) projects because of their ?knowledge sharing? element.? In this context, knowledge sharing usually means that all partners are told that they must enter the details of every single client/contact that they have, or make, into a database that all partners have access to.? Partners are also encouraged to keep the entries updated with the latest information on matters, meetings, sometimes even a client?s birthday, restaurant preferences, etc.
For a law firm, a partner?s relationship with his or her clients and the ability to create those close relationships with new clients is the most valuable thing about the partner. ?Indeed, most law firms remunerate partners based on some variation of the ?eat what you kill? formula.
Despite this premium placed on an individual?s rainmaking abilities, most law firms seem to use CRM systems to institutionalise partners? individual relationships with clients. From many law firms? points of view, institutionalising client relationships in this way:
- ??? ? ?strips the partner of his or her following making it extremely difficult for that partner to find partnership in another firm and thereby stopping them from leaving;
- ?????? stops the partner becoming too powerful and having a disproportionate influence on the way the firm is run;
- ?????? allows a firm to get rid of a partner without losing the clients that the partner has brought to the firm; and
- ?????? ensures that any rainmaking skills that partners develop are reliant on the infrastructure of the firm.? This means that partners don?t learn the full gamut of rainmaking skills and limits their ability to develop a loyal following as individuals.
CRM systems are also often abused by senior/influential partners in other ways.? The main way I?ve seen is the use of the CRM system by senior partners to stop other partners (especially junior partners) developing significant (i.e. work generating) independent relationships with the senior partners? clients.
No wonder it?s a struggle to implement and embed a CRM system in law firms. ?
Is it really reasonable to ask partners to share their killing methods when the main criteria for reward is what and how much they kill???CRM systems are easily abused.? KM people encouraging partners to take the first steps to institutionalise their relationships with their clients by submitting all the details to a CRM system should keep in mind that stripping a partner of their following may be personally catastrophic for the partner and their families.? The financial crisis has shown this so clearly.
