{"id":2957,"date":"2022-09-07T21:07:00","date_gmt":"2023-09-04T21:07:44","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2957"},"modified":"2023-10-17T14:51:30","modified_gmt":"2023-10-17T14:51:30","slug":"freshfields-client-experience-digitalisation","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/freshfields-client-experience-digitalisation\/","title":{"rendered":"Discover how digitalisation is revolutionising the legal industry"},"content":{"rendered":"<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>By harnessing the power of digital, we can empower our teams with richer insights and smarter processes.<\/p>\n<cite>CRAIG JAMES ASHTON-CHALMERS<\/cite><\/blockquote>\n<span class=\"citation-role\">SENIOR GLOBAL MANAGER OF CRM &amp; MARKETING TECHNOLOGY, FRESHFIELDS BRUCKHAUS DERINGER<\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Ffreshfields-client-experience-digitalisation%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Discover%20how%20digitalisation%20is%20revolutionising%20the%20legal%20industry\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 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class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Discover how digitalisation is revolutionising the legal industry\" https:\/\/www.salesforce.com\/eu\/blog\/freshfields-client-experience-digitalisation\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69df104d8b82d&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69df104d8b82d\" class=\"wp-block-image size-full is-resized wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"512\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/10\/craig-ashton-chalmers-resized-1.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-4464\" style=\"aspect-ratio:1;width:321px;height:auto\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/10\/craig-ashton-chalmers-resized-1.png 512w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/10\/craig-ashton-chalmers-resized-1.png?w=150&amp;h=150 150w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/10\/craig-ashton-chalmers-resized-1.png?w=300&amp;h=300 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Freshfields Bruckhaus Deringer (Freshfields) wants its people to thrive on challenges. And that\u2019s exactly what happened with Craig James Ashton-Chalmers. As the law firm\u2019s Senior Global Manager of CRM and Marketing Technology, Craig is helping to digitally transform the experience for Freshfields\u2019 clients around the world. We talked to Craig about how he built the concept for a new global CRM solution in just six weeks with a little help from Trailhead. <\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-did-you-select-the-right-technologies-to-support-your-digital-goals\"><span>How did you select the right technologies to support your digital goals? <\/span> <\/h2>\n\n\n\n<p> We view digitalisation as a journey. One of the key goals of our multi-year strategy is to digitally transform the client experience. As a top-tier US law firm and an unparalleled global firm in the areas of corporate transactions, corporate governance, regulation, and litigation, Freshfields works with clients in more than 150 countries \u2013 and we want to provide them all with an exceptional experience. By harnessing the power of digital, we can empower our teams with richer insights and smarter processes, which enables them to build stronger client relationships. <\/p>\n\n\n\n<p>We needed a platform that would set us apart from our peers. We didn\u2019t want to adopt the same technologies as other legal firms; we wanted to use digital as a differentiator. We also needed a platform that would be easy to expand and evolve. Freshfields is constantly looking at new ways to push the boundaries and has a reputation for innovation within the legal sector. With Salesforce, we can keep tapping into new features and best-in-class apps. It\u2019s more than just a CRM platform, it\u2019s an entire digital ecosystem. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-did-you-showcase-the-transformation-potential\"><span>How did you showcase the transformation potential? <\/span> <\/h2>\n\n\n\n<p>I had a vision for how we could leverage Salesforce as part of a \u2018hub and spoke\u2019 design. Explaining the idea to the leadership team wasn\u2019t enough; I wanted to bring it to life with a concept. Six weeks later, I had a fully working model! I used my knowledge of the firm and the client lifecycle to demonstrate how we could use Salesforce and other digital technologies to help our teams become even more client-centric. It was a real turning point on our digital journey. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-skills-did-you-need-to-develop-the-concept\"><span>What skills did you need to develop the concept? <\/span> <\/h2>\n\n\n\n<p>Although I work in the realm of IT, I am not actually a developer. And you don\u2019t need to be with Salesforce \u2013 it\u2019s straightforward to use. When I needed to upskill, I turned to Trailhead, Salesforce\u2019s free online learning platform. It\u2019s a great way to learn new skills at your own pace. Freshfields is passionate about upskilling \u2013 especially when it comes to technology. We\u2019ve launched a new technology literacy initiative that will help our lawyers better understand how digitalisation is impacting different industries and our clients. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-are-your-digital-transformation-tips\"><span>What are your digital transformation tips? <\/span> <\/h2>\n\n\n\n<p>Keep customisation to a minimum. We have tried to use as much standard Salesforce functionality as possible, which means we only run around 3% of code on the platform. This makes it easier for us to take advantage of new features in the quarterly releases. Digitalisation can take you in lots of different directions, so it\u2019s important to meet your original objectives before exploring more options.<\/p>\n\n\n\n<p>By rising to the digital challenge, Freshfields will be able to not only deliver richer client experiences but also unlock new opportunities for growth.<\/p>\n\n\n\n<div class=\"layout-four wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\"><span>Learn more about the key steps in the law firm\u2019s digital journey here.<\/span><\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Learn how greater personalisation, automation, and integration are helping the global law firm deliver an exceptional client experience.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/uk\/resources\/customer-stories\/freshfields\/?_gl=1*1n2xl1i*_ga*NDQzNTg2NTQ5LjE2NjA3NTUwMzk.*_ga_3VHBZ2DJWP*MTY2MjU2MjcxNS41Ni4xLjE2NjI1NjcxOTguMC4wLjA.\">Read the Story<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-four.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-four.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-four.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Freshfields&#8217; Senior Global Manager of CRM &#038; Marketing Technology, Craig, talks about how digitalisation is revolutionising the legal industry.<\/p>\n","protected":false},"author":1,"featured_media":2959,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"c1964c7b38484691a063c17a320b783b","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[41,38,1],"sf_content_type":[],"coauthors":[16],"class_list":["post-2957","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-crm","sf_topic-customer-success","sf_topic-digital-transformation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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