Data Quality: The Unsung Hero to Your Law Firm’s CRM Success
Data Quality: The Unsung Hero to Your Law Firm’s CRM Success
Most firms are familiar with the power of Client Relationship Management (CRM) software as an engine to drive firm revenues and business performance. CRM systems can significantly improve a law firm’s efficiency and drive growth by centralizing client information, automating tasks, and offering valuable insights.
But some firms have learned a painful lesson: The data that comes out of a CRM is only as good as the data that goes into it.
A majority (54%) of business executives cite data quality and completeness as their largest marketing data management challenge, according to Data Quality Statistics, and roughly 47% of new data they collect is estimated to contain one or more critical errors.
Data Quality and Law Firms
Data quality was highlighted as one of law firms’ biggest challenges in a study by Hinge® Research Institute. When data quality suffers, legal professionals are hindered in their ability to engage with clients, communicate accurately, maintain trust and conduct successful business development campaigns.
Without the right level of resources and subject-matter expertise in place, a law firm can experience data quality risks that undermine the success of their CRM system. It’s somewhat like filling the tank of a high-performance race car with low-grade fuel; it robs the car of its ability to perform at the level for which it was designed.
Poor data quality in a law firm CRM can lead to:
- Misinformed decisions— inaccurate data paints a distorted picture of the client base, setting the stage for ineffective strategies and campaigns;
- Wasted resources— time and money may be wasted chasing irrelevant leads, sending emails to outdated addresses and generating reports based on faulty information; and
- Damaged client relationships— inconsistent data can lead to embarrassing situations such as sending the wrong information to a client or forgetting to invite a client to an important event.
The result of these painful lessons is that poor data quality fails to deliver the insights and automation benefits that are crucial for maximizing the return on investment for a law firm’s CRM system.
The Unsung Hero of CRM Success
The good news is that there are some specific ways that a team of data quality professionals can help law firms improve the quality of the data in their CRM system, putting them in a position to succeed. Here are a few examples:
- Data Hygiene
Regular data cleaning can identify and correct errors, update outdated information and remove duplicate entries in the database. Data enrichment tools can be leveraged to enhance existing data with missing information, such as company size, industry, etc.
- Data Entry
Streamlined data entry processes — such as user-friendly forms, automated data capture and clear data entry guidelines — can be implemented to prioritize the accuracy of the new data entered into the CRM software.
- Data Integration
Connecting the CRM with other information systems and legal software tools can ensure data consistency and automate the process of monitoring for updated client information from various sources.
- Data Audits
Regular data audits are an important strategy for identifying and addressing any data quality issues. Key Performance Indicators, such as data accuracy rates and the number of data quality issues resolved, can be used to measure the effectiveness of the data quality initiative.
- Data Culture
Law firms can foster a data-driven culture by regularly communicating the importance of data quality to all legal professionals and by empowering certain individuals to take ownership of data quality by providing them with the tools and resources they need to maintain data accuracy.
Data quality is truly the foundation of a successful CRM system deployment and ongoing operation. By investing in data hygiene, prioritizing data accuracy and fostering a data-driven culture, law firms can ensure their CRM system delivers the insights and automation needed to drive business growth and achieve marketing goals.
LexisNexis® InterAction® Data Quality Services
InterAction’s Data Quality Services offers tailored solutions to help law firms meet the challenge of data quality in their CRM system.
InterAction’s team of data stewards work closely with law firm business development and marketing teams to help firms improve their decision-making, strengthen client relationships, support business development initiatives and ensure regulatory compliance through the use of dependable, high-quality data. These services include: Corrective Maintenance of CRM data; Preventive Maintenance of CRM data; and Data Quality Consulting services to support your law firm's ongoing data quality initiative and ensure sustained data accuracy.
Click here to schedule a complimentary law firm data quality assessment.
Data Quality Coordinator, InterAction+
Jayme Willis is a CRM and data analytics expert with a passion for transforming raw data into meaningful business insights. With a strong background in CRM systems, she specializes in helping organizations optimize their customer relationship strategies through data-driven decision-making.
Throughout her career, Jayme has worked closely with clients across various industries to design, implement, and refine CRM solutions that enhance operational efficiency and customer engagement. Her expertise spans system integration, data quality management, workflow automation, and CRM analytics—ensuring businesses can fully leverage their CRM investments.
Jayme is certified in multiple leading CRM platforms and stays at the forefront of industry trends to provide innovative solutions. She thrives on uncovering patterns within data, using analytics to tell compelling stories that drive business growth and strategic planning.
With a keen eye for detail and a deep understanding of CRM best practices, Jayme is committed to helping organizations harness the power of data to build stronger customer relationships and achieve long-term success.
Data Quality Manager
Kris Bochat has worked with numerous law firms – including several in the AmLaw 50 – as well as professional, financial, and consulting service firms. He has worked with LexisNexis since 2007. Kris’ positions have included Project Manager, Business Analyst, Implementation Specialist and was recently promoted to Data Quality Manager to oversee our Data Quality Services offering. His goal is to make the world a better place through Data and CRM.