Context

Our client, a global offshore legal services business, had a strategic objective to invest in clients, which shaped their desire to underpin these interactions with a new client relationship management system. Through a joined-up approach, driven by accurate and informative data, they intended to enhance their client relationships as well as win new clients through targeted and holistic marketing campaigns. While the client had a proven PMO with the capability to implement technology solutions, they engaged CBO to lead this change across the business to ensure smooth adoption of the technology.

Approach

CBO provided a dedicated change manager to work closely alongside the client’s own project manager to define the project plan and lead the change activity. We applied our in-house developed change management framework to prioritise effective roll-out and adoption of both the new technology and updated ways of working. The approach combines our tailor-made solutions based on the needs of the service, with the four key quadrants of change: 1) prepare the business; 2) lead the way; 3) equip the individual; 4) create real ownership.

We developed a change playbook, applying a blend of both top-down and bottom-up activities, which brought a holistic, multi-dimensional approach to roll-out. Successful activities included building a senior ‘coalition’ to create visible and committed executive sponsorship, as well as modelling the desired new behaviours and ways of working. By leading the client to undertake bespoke training, we elevated the “out-of-the-box” plan provided by the technology supplier, ensuring a truly applicable and relevant learning program across the business. A CRM campaign was designed and implemented to build a shared understanding on the case for change and communicate the expected new behaviours. This also provided the opportunity to champion the benefits of working in an updated way, demonstrating key data and insights available to fee earners that brought immediate value to their client interactions and further strengthened the client’s market proposition.

Outcome

The Go live went smoothly, with positive feedback received across practice areas and jurisdictions. CBO were there at every point, providing clear and concise reassurance. As a result, the business was prepared and ready to change, with the Business Development team having embraced the journey to ownership. Fee earners adopted the new technology and ways of working quickly and were keen to build on the insights, maintaining the momentum the PMO had hoped for in phasing further modules of the technology. Added value and benefits were clear to see, as fee earners began immediately looking for continued ways to remain highly informed of their relationships, provide a joined up One Firm approach, and find the best ways to meet their clients’ needs to further establish their reputation.

Client feedback

“From the outset, CBO brought a fresh approach to delivering change and worked collaboratively with the project team and key stakeholders across the business. CBO provided us with both the macro view of the change required so we were all clear on what needed to happen when, as well as supporting us with the micro change activities i.e., developing scripts for presentations and running rehearsals with our business development team. The combination of CBO’s expertise in change, application of a clear framework and their collegiate approach has meant there has been excellent engagement with the project and adoption of the platform.” Ed Hayward – Chief Marketing Officer, Mourant.