Nalini Mahadevan replied to my LinkedIn post asking for experiences with case management software, and it inspired me to add a chapter in my on “Do You Really Need Case Management Software” Series. She asked “What CRM software do you recommend? I thought CRM needed a professional install.”
Thanks, Nalini, for a perfect segue into the next part of my ramble.
First, let’s distinguish between “CRM” and “CM” software. “CRM” means “customer relations management,” otherwise known as “contact management.” It does exactly what it says it does – manages people. It’s used by sales people, schedulers, and millions of people who need to keep track of, and in communication with, lots of other people. You can think of CRM as the old Rolodex on steroids. Good CRM provides the following functions:
- A database of contacts with all relevant contact information such as name, phone, e-mail address, etc.
- An e-mail center (not Outlook) integrated with the contacts, for easy electronic communication, and tracking of e-mails in and out.
- Template and merge forms capability, for easy writing of letters, memos, forms, and all sorts of documents.
- Database management – that is, the ability to parse and sort and organize your contact list so that you can communicate with highly specific groups, such as all family law attorneys in firms of less than five in zip codes between 602000 and 623000. Good CRM has built-in software to organize and shape your database.
- Document organization The ability to link other information such as PDFs, photos, etc. to a specific contact file.
“CM” or “case management software,” is a similar but considerably different animal. It’s about managing matters. In other words, it’s “matter centric” rather than “people centric.” To badly mangle Shakespeare, “the matter’s the thing.” It accomplishes all of those things I outlined in my first post of this series, and has the ability to set up automated procedures to calendar important items. For instance, it can be programmed, whenever you utilize a certain template document, to calendar a reminder or a statute a specific time period afterwards. One of the most important strengths of case management software is its ability to connect and organize large amounts of disparate information, from documents received, to documents sent, e-mails in and out, discovery information, title or medical documents, etc. etc.
So. First stop in the quest: do you need to manage large amounts of information, deadlines, communications, appointments, etc. on a large number of files? Or is your biggest priority communications with clients, former clients, referral sources and other professional contacts? In other words, is your priority more in the realm of marketing and communications with people, or managing complex matters? To put it even more simply, are your priorities people or matters?
An estate planning attorney who does mostly simple documents and needs software mainly to book appointments and send and receive e-mail and track conflicts does not need case management software. They can create a library of template forms in their CRM, and will find the calendaring and e-mail modules in CRM perfectly satisfactory. In short, all of their needs can be accomplished neatly with a vastly less expensive contact management software such as ACT!, Chaos, Maximizer, Goldmine, and literally dozens of others, both locally installed and on the cloud – some of which are actually free. Here’s a link to one website which offers comparisons among just a sampling of the most popular CRM.
Beyond the difference in expense, there is another perhaps even more important difference. Most “CRM” is intuitive, easy to use and often has inexpensive mobile apps, while most “CM” has a perilously long learning curve, is complex and requires constant user discipline and attentiveness. Which means, unfortunately, you will need an enforcer and will experience a great deal of resistance and reluctance from others – and even, quite possibly, yourself.
So. The answer to my question, “Do You Really Need Case Management Software – Really?” For some the answer is “No!” Emphatically no. Really.
And Nalini, regarding your question concerning professional installation, you are right. “CM” does require professional install, and often hardware upgrades, and certainly contract support both for the technology and the users. More expense and more complexity. No wonder so many attorneys, staff and firms grow quickly to hate their CM. See my first post of this series.
Finally, I welcome all comments from case management vendors, happy and unhappy CM and CRM users and colleagues. Let’s get a good fistfight going here. I can take it.
Next post I’ll get down and dirty and dissect specific CM software. Promise.