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Digital Transformation

Global Elite Law Firm Freshfields Invests in Client Experience with Salesforce

As the legal landscape evolves and clients place an increasing emphasis on their experience, Freshfields Bruckhaus Deringer (“Freshfields”) has invested in their client experience with Salesforce.

On this multi-year strategy to digitally transform their own client experience, Freshfields will leverage Salesforce Sales Cloud, Einstein Analytics, Pardot, and Shield among other technologies as part of the effort.

Understanding clients and enhancing collaboration

Combining CRM, analytics, events, and marketing automation data will better equip Freshfields to understand clients, personalize relationships, and ultimately, deliver a superior client experience from anywhere. Collating and analyzing data from across the organization will create a 360-degree view of every client and uncover instant insights on previous client interactions.

In the longer term, Salesforce technology will enable Freshfields to unlock additional collaborative opportunities across the firm and enhance management of matters and pipeline.

“With Salesforce, we can enhance the experience we deliver to our clients: ultimately better insights will help us build stronger relationships and anticipate our clients’ needs,” said Rafique Bachour, Managing Partner at Freshfields. “Having a unified client view from anywhere, whether it’s on desktop or mobile device, is enabling new ways of working – allowing our partners to understand what’s live and active in that relationship; and therefore, engage with clients in a seamless and impactful way.”

Reimagining the future of work

Automation of data flow has been a “game changer” for Freshfields, ensuring high quality and live information to transform pitching, managing client data, and direct mailing events all without requiring manual entry. 

Ready-access data around client relationships is also speeding up the organization’s in-house processes; lawyers will be able to access instant insights on an easy-to-use platform without having to contact different departments to retrieve information.

Leveraging Salesforce infrastructure implemented by Cloudshift, and enhanced digital tools via Salesforce partner, Introhive, will enable the firm to improve the management of client relationships. Ultimately, they say, the client experience is driven by our people; “we’re a people business”, said Louis Roman, Interim Global Head of Marketing and Business Development, Freshfields. “It’s about putting data and insights into the hands of our people, enabling them to do their jobs with more skill.”

The Salesforce perspective: “Today, every business has to have a digital-first mindset. Freshfields is a great example of a global elite law firm reimagining themselves in this all-digital world,” said Edward Wall, Head of Business Services and Senior Area Vice President, Salesforce UK&I. 

Wall continued, “At every level of every organization, companies need to be fully immersed in data and understand how technology can enhance the customer experience. In the legal industry in particular, people buy from people. Building trust, whether that’s virtual or face-to-face, ensuring accuracy and delivering excellent service from anywhere is what will differentiate organizations.”

Explore further: To hear more about how Freshfields created a superior, unified client experience with Salesforce, tune into Salesforce Live UK & Ireland here.


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