Two recent stories have focused attention on a frequently overlooked aspect of running a modern legal practice, namely client relationship management (CRM) - or keeping the customer satisfied.

Newcastle-based law firm Ward Hadaway has just purchased a new CRM system to assist with marketing, cross-selling and maintaining detailed client records and relationship data, so that, in the words of managing partner Jamie Martin, 'clients' needs are a central focus. The strategic growth and expansion experienced by the firm has demanded that we put in place a system to ensure that our clients continue to receive the service they deserve'.


City firm Taylor Wessing, which has a reputation for having a highly efficient approach to financial management, has produced a 'credit control golden rules' memo advising fee-earners that they should never surprise a client with an unexpected bill and only charge clients what they have agreed to pay for.


Cynics may say this is stating the obvious but most firms break most of these rules most of the time. Why else do clients receive multiple copies of greetings cards at Christmas - or long-dead clients continue to receive invitations to functions? What about cross-selling - do you ever tell 'your' clients about the services other departments could offer? And if clients are so content with billing, how come there are so many disputes over payment?


As a Scottish investment banker, who had recently sacked one of their law firms, once told me: 'Too many law firms still think client relationship management means a partner phoning up to ask if everything is OK and then the next day sending you a bill for £70,000 that you had not been expecting.'


General commercial experience indicates that the longer you retain a client, the more profitable they become. So if CRM technology - and you do not need to buy dedicated software, most of the modern practice management systems from the likes of the suppliers featured in the Law Society's Software Solutions guide can offer some CRM functionality - can help you keep the customer satisfied, this must surely be better than being stuck on the treadmill of forever trying to find clients to replace those you have lost.


Or as the senior partner of a high street firm once told me, if his firm could just establish a 'mediocre CRM strategy,' it would still give it a significant advantage over competitors.


Charles Christian is an independent adviser to the Law Society's Software Solutions guide