This means that information about them must be accurately captured and their basic details accessible. Information need not be complex but simple such as marital status, employment details and email addresses. The authors suggest that at the end of each matter the fee-earner answers two questions:
1) Are all the client's details correctly stored on the database, and 2) What does this client need next? By doing this one places marketing at the centre of the firm. If the answer to 2) is 'nothing' then it must be noted in the database. Any other answer should result in the fee earner marking the record either as an immediate or a future prospect such as a will after conveyancing work. Then select someone and a date for following up clients and by so doing the different departments of your firm will gain the benefits from this low-cost referral work.
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