Customer Solution Case Study
/ / International Law Firm Uses CRM for Effective Marketing and Deeper Client Relationships
Overview
Country or Region:Dominican Republic
Industry:Legal Services
Customer Profile
Founded in 1952, Pellerano & Herrera is the largest law firm in the Dominican Republic. The firm handles more than 10,000 cases annually,involving clients in 110 countries.
Business Situation
Pellerano & Herrera sought a powerful CRM solution to centralize client information; help the firm retain, manage, and acquire clients more efficiently; and deepen its client relationships.
Solution
Working with its partner, Rock Solid Technologies, Pellerano & Herrera implemented Microsoft Dynamics™ CRM, which helps increase marketing efficiency, improve client service levels, and better track leads.
Benefits
Easier information sharing
Improved marketing efforts
Better lead tracking
Improved client service
Timely, accurate reporting / “Before, every e-mail campaign was manual and frequently required hiring additional personnel. Today, I can quickly initiate and execute an effective targeted marketing campaign singlehandedly.”
Annie Luna, Marketing Director, Pellerano & Herrera
The largest law firm in the Dominican Republic, Pellerano & Herrera was founded in 1952 and handles more than 10,000 cases annually from clients in 110 countries. With an extensive and fast-growing client base, Pellerano & Herrera sought a CRM solution that could centralize client data; help the firm retain, manage, and acquire clients more efficiently; and deepen its client relationships.
Working with its Microsoft® Gold Certified Partner, Rock Solid Technologies, Pellerano & Herrera deployed Microsoft Dynamics™CRM 3.0. By centralizing all its client information in one system, the firm benefits from easier information sharing, better client service, and more efficient follow-up on proposals and sales opportunities. In addition, the firm’s marketing staff is able to produce new marketing campaigns, increase the efficiency of marketing efforts, and measure campaign effectiveness.
Situation
Founded in 1952, the law firm of Pellerano & Herrera has a rich history. Since its inception, the firm has played a leading role in the development of the legal profession in the Dominican Republic. The firm has also helped prepare many bills that later became national laws, and has participated in many high-profile mergers, acquisitions, and structured finance and foreign investment transactions. Pellerano & Herrera currently serves clients in 110 countries and handles more than 10,000 cases annually.
The fast-growing firm sought a CRM solution that could help it retain, manage, and acquire clients more efficiently and deepen its client relationships. That meant keeping all client information in one centrally accessible location and being able to quickly update that information. In addition, the system had to be able to help the firm track all of its leads and sales opportunities. “We have a lot of clients and a lot of cases from those clients, but we needed a CRM tool to more effectively leverage these relationships,” says Annie Luna, the firm’s Marketing Director.
The firm’s marketing department also wanted a system that would allow it to efficiently design and execute marketing campaigns, effectively measure results, and boost client service levels.
Solution
Pellerano & Herrera researched several CRM systems, including ones from CMS, Onyx, and PeopleSoft. However, because the firm had standardized on a Microsoft® technology platform, Microsoft Dynamics™CRM 3.0 was the obvious choice, and, in the firm’s eyes, represents a distinct competitive edge. “Microsoft CRM gives us a huge advantage over our competitors because it enables us to proactively track our clients and market our firm’s services,” says Luna. “Our law firm has built its success on a proactive approach to client care. Every time laws change and legislation is updated, Microsoft CRM enables us to immediately identify and advise those clients whose businesses are affected. This is how we obtain and maintain the loyalty of our clients.”
Pellerano & Herrera called onRock Solid Technologies, Inc., a Microsoft Gold Certified Partner based in San Juan, Puerto Rico, to perform a comprehensive system assessment and assist the firm in the selection process. Rock Solid Technologies dispatched a team of Microsoft-certified engineers and project management professionals to install and configure Microsoft CRM. In addition, it provided customization, training, and system support and maintenance services. “Rock Solid Technologies and Pellerano & Herrera have truly worked as a team to make this an extremely successful Microsoft CRM implementation,” says Jacqueline Rodriguez, Sales Executive at Rock Solid Technologies.
Benefits
Microsoft CRM 3.0 provides a centralized location for all client information and touches virtually every area of Pellerano & Herrera’s marketing efforts. The firm uses the solution tomanagemarketing campaigns, register leads, follow up on business opportunities and service proposals,evaluate client satisfaction, and resolve client issues. Among the many benefits that itrealizes from using Microsoft CRM, are the following.
Increased Marketing Efficiency
Pellerano & Herrera uses the marketing module within Microsoft CRM 3.0 to track its marketing efforts, identify the clients who participated in them, and monitor responses—all of which allows the firm to evaluate and fine-tune its marketing activities.“Microsoft CRM provides us with tools to properly segment our clients and leads and communicate our message according to their preferences, which increases the efficiency of our marketing efforts,” says Kenia Castillo, Communications Analyst for Pellerano & Herrera. “With Microsoft CRM we can use our resources more effectively.”
For example, Pellerano & Herrera uses Microsoft CRM to automate the process of conducting e-mail campaigns. “Before we had Microsoft CRM, every e-mail campaign was manual and frequently required hiring additional personnel for coordination,” Luna says. “Today I can quickly initiate and execute an effective targeted marketing campaign singlehandedly.”
In fact, no marketing opportunity is too big or small for Microsoft CRM. The firm even uses the solution to generate and send welcome letters to new clients, birthday cards to existing ones, and thank you letters for client referrals.
Improved Client Service
With Microsoft CRM, every client interaction is tracked, and information about it is available to everyone within the organization, within certain privacy limits. This helps employees stay informed and enables quick decision making. And because all client information is centralized in a single system, employees can easily share information and work more proactively, which allows for rapid follow-up on proposals and sales opportunities and better overall client service, according to Castillo.
Easier Tracking and Maintenance of Leads
In the past, Pellerano & Herrera lacked a tool for effectively managing leads, which made it difficult to determine which activities helped the firm convert prospects into clients. With Microsoft CRM, Pellerano & Herrera is able to closely monitor its prospecting activities. Castillo states, “From the timewe implemented Microsoft CRM, we’ve been able to more effectively manage our leads for ahigher conversion rate and to achieve a positive impact on results.”
Efficient Report Generation
With Microsoft CRM, Pellerano & Herrera is able to produce informative, high-quality reportsquickly and efficiently. “The reporting service in Microsoft CRM is very simple to use and flexible when it’s time to make changes, add fields, and export data,” Castillo says. “Not only we are using the reports that the system has, but we have also customized reports according to the specific needs of our firm. Every user can also create or modify reports based on his or her needs or preferences.”
Microsoft Dynamics
Microsoft Dynamics is a line of integrated, adaptable business management solutions that enables you and your people to make business decisions with greater confidence. Microsoft Dynamics works like familiar Microsoft software such as Microsoft Office, which means less of a learning curve for your people, so they can get up and running quickly and focus on what’s most important. And because it is from Microsoft, it easily works with the systemsthat your company already has implemented. By automating and streamlining financial, customer relationship, and supply chain processes, Microsoft Dynamics brings together people, processes, and technologies, increasing the productivity and effectiveness of your business, and helping you drive business success.
For more information about Microsoft Dynamics, go to: