1 WHITE PAPER THE BIG DATA STORY HOW BUSINESS DEVELOPMENT PREMIER WORKS FOR YOUR LAWYERS
2 On the go and under the gun accurately describes the work life of today s lawyers. On a minute-to-minute basis, they must balance a myriad of responsibilities to their firms and their clients. Many of their tasks require instant access to clean, accurate, and relevant data with a tap of a mobile device screen or a laptop key. They must come to client meetings and pitch sessions with both the big picture on the company and the minute details as well. To compete effectively in today and tomorrow s world, lawyers need a single point to which they can go to gain deeper client insights. They also need to be confident that the data on current and prospective clients, individuals, connections, and activities is accurate, up to date, and complete. THE CURRENT STATE OF AFFAIRS IS ABOUT TO CHANGE FOR TRADITIONAL CRM The heart of the problem is data: its quality and its location. Traditional customer relationship management (CRM) systems, which lawyers often turn to for information, are inherently flawed. According to a research report by Gartner, 70% of a CRM s contacts are outdated within a year 1. Data gleaned from Thomson Reuters research and experience also show that 60% of a firm s contacts never even reach the system. Furthermore, the Gartner report notes, Lack of quality customer data is one of the top causes of CRM failure. Specifically, the study found that in a typical system: 66% of job titles are incorrect 42% of the addresses are incorrect 43% of the phone numbers are incorrect 37% of the addresses are incorrect With statistics like these, it is no wonder lawyers distrust the data from their own firms, and marketing and business development teams end up spending large amounts of time validating data and secondguessing the quality of the contacts available within their own database. Thomson Reuters Elite s Business Development Premier is a solution built to work the way your lawyers work. This solution is based on revolutionary technology that automatically updates your firm s CRM database and proactively pushes deep client insights out to lawyers mobile devices. Thus, it brings the data to the lawyer, rather than requiring the lawyer to go to the data. THE DATA STORY: HOW BUSINESS DEVELOPMENT PREMIER GETS THE GOODS FROM BIG DATA The key to making this solution a premier business development technology lies in its patented Elite Business Development data engine. The engine takes data from diverse databases and uses sophisticated algorithms to provide information that is more accurate and complete than what any other solution can offer. This technology goes even deeper, by revealing valuable insights into relationships between companies and people clients, contacts, and colleagues. (Figure 1) The patented data engine combines data collected from several sources: contact data gathered from the firm; data from Thomson Reuters company profiles; and competitive intelligence from Monitor Suite. The result is an automated client overview that provides a comprehensive picture of internal information (relationships as well as time and billing data) and an external perspective provided via Monitor Suite competitive intelligence and Thomson Reuters company data and news. The solution also offers easy access to a variety of activities, from creating and updating lists to jotting notes. Business Development from Thomson Reuters Elite Contacts (ERM) Thomson Reuters Company Profiles Data Engine 3-5X more contacts More accurate & complete data Patented Thomson Reuters Process U.S. Patent # US U.S. Patent # US Deeper client insight Less effort Competitive Intelligence (from MonitorSuite) CRM Relationships Company profiles Competitive intelligence Automated activities Dashboards Marketing Automation Campaign management List management marketing Experience Management Collect experience Refine experience Publish and use Figure 1: Traditionally, a CRM is only as good as the data it contains, and with the amount of data that a firm intakes on a daily basis, the data will either never reach the CRM, or will be out of date within a year. The patented Data Engine built into Elite Business Development automates retrieval of information from sources never before integrated into CRM. 1. Nelson, Scott D. and Kirkby, Jennifer; "Seven Key Reasons Why CRM Fails," August 20, 2001: https://www.gartner.com/doc/
3 Figure 2: Thomson Reuters Elite Business Development automatically identifies the most recent contact information for an individual and builds an enhanced profile for that individual by combining contact and company data. CONTACTS: GETTING TO AN ACCURATE RECORD FOR EACH INDIVIDUAL The lifeblood of a lawyer s work is his or her contacts and clients. As such, the bottom line is clear: accurate contact and client information is essential. The first step is to uncover complete, accurate information about the contact. To do this, the Elite Business Development Data Engine automatically reads all of the contact data found in users Outlook contacts folders, calendars, and traffic between contacts and lawyers, with changes and updates occurring as soon as they appear in the firm s Outlook system. The solution then enhances and deepens the value of this data by searching out and linking to applicable information in the vast Thomson Reuters Company Profiles database. This matching process that links accurate client/contact data with Thomson Reuters resources enables Business Development Premier to provide a unique holistic client perspective to your firm. (Figure 2) This powerful capability solves the challenge that many firms struggle with: how to efficiently and accurately deduplicate contact and company data across the firm. Traditionally, this activity can take months of manual effort to complete and, as noted in the Gartner study, more than half of the data in the system is outdated a year later. Exceptions to the Rules User privacy is respected, as only the To and From fields are read in s, and contacts marked Private in Outlook are automatically filtered out. To prevent the contacts database from being filled with personal, non-corporate contacts, Business Development Premier validates the domain name of each address against taxonomy information available through the Thomson Reuters Company Authority file. For example, in the address the engine matches hsbc.com from the address with a domain in the taxonomy file. If there is no record of hsbc.com in the file, the contact record is not added to the consolidated set of contacts unless the system has been configured by the firm to accept that particular domain. If the domain does not appear in the Thomson Reuters Company Authority file or in the firm s configuration settings, the domain is considered an exception. A firm can run an exceptions report to show all the domains found in addresses that are not reflected in the file. The report is sorted by domain frequency, so that the most popular domain exceptions appear at the top of the list. Front and Center with the Best Data To create a clean, current contact entry, all the information about the contact from all users is rated and then consolidated. For example, consider the situation in which three separate Outlook users have the same contact in their contacts folder or s. One Outlook entry may list the mobile phone number and another may include an office location. A third user may have a very recent , in which the signature block indicates the contact has a new job title. Signature blocks are the best source of contact information around, since the data comes directly from the source. The Business Development Premier system automatically takes advantage of that information with zero data entry on the part of the receiving firm. Since the solution collects information from signature blocks and can detect -only relationships, your firm is virtually guaranteed that the contact data gathered is both accurate and current. This unique detection capability and patented signature collection technology enables Business Development Premier to uncover 60 to 80 percent more contact information than traditional CRM systems high quality and holistic contact data. The Business Development Premier data engine takes all the information available and deduplicates and matches data for each contact, with weight given to the most current information available. The engine merges information to get to a single version of the truth a clean, up-to-date record of each contact. That version, in turn, is entered into the firm s unified contact database, where it is available to those users who have the contact in their individual systems. 2
4 CONTACTS: GOING BEYOND WHO KNOWS WHOM Business Development Premier creates accurate records of a firm s contacts and updates the records regularly. It also defines who knows whom and how strong each relationship is. To accomplish this, the engine examines who is interacting with whom (through a consideration of s, meetings, and so on), and how recently and how frequently those interactions occur. Proprietary, relationshipscoring algorithms examine these communication patterns and take into account the kind of communication and the frequency. The algorithms then assign a relationship score that reveals the strength of the relationship. Whereas an address book entry reveals only who knows whom, but will not reveal whether a contact is merely a holdover from long ago or still active, Business Development Premier can provide a snapshot of the current state of that relationship. personnel. To accomplish this, the Business Development Premier data engine pulls Microsoft Exchange data. Most of the contacts from the Exchange data source will have an domain indicative of the contact s organizational affiliation (such com). The domain is then matched against the domains listed in the Thomson Reuters Company Profiles database. Client information and relationship analyses are presented in the Thomson Reuters Elite mobile user interface developed specifically for lawyers. (Figure 3) AUTOMATED ACCORDING TO WHAT YOUR FIRM NEEDS By default, Business Development Premier data management is 100% automated and does not require human data management efforts, making the system truly hands-free. The system employs a built-in set of rules that dictates how information is accepted into the centralized database. However, your firm can control how these rules are applied to suit its requirements. Rules can be tweaked, modified, and relaxed for specific clients, contacts, or data fields, targeting what should be automatically updated and what should receive manual review. For instance, for high-value or strategic accounts and contacts, the firm or a data quality manager designated by the firm can set aside or modify the auto-update rules to provide more human oversight of any changes. For example, for firms with top client programs, the marketing organization can manually designate those records as Strategic. Any informational updates to this information will not be auto-updated and will, instead, be queued for a human data review before acceptance in the CRM Database. This helps firms maintain data for their most strategic clients while still automating the less strategic portion of their CRM system. Thus the solution provides ways for firms to strategically focus on the contacts and clients that matter most to them, while still benefiting from the solution s powerful network and data managing capabilities with zero data entry. CLIENTS: COMPANIES GET THE SAME SCRUTINY Information about client companies are drawn from the Thomson Reuters Company Profiles database, which contains up-to-date, detailed information on millions of companies, including all public companies worldwide as well as the largest privately-held ones. The Business Development Premier solution leverages this information, matching it with your firm s data so you have the most current information not only on a given company, but also on all the linkages of your firm and your firm s personnel with the company and its Figure 3: Screen shot of mobile view of client profile in Thomson Reuters Company Profiles database This lawyer-tailored mobile view provides information available from the Thomson Reuters Company Profile database, combined with information specific from your firm. The result is a screen view that contains data-rich insights into the relationships between your firm and the target company, as well as insights into the relationships that Business Development Premier uncovers by mining data from your firm s Exchange server and other sources. For instance, a trend graph appears in the upper right portion of the screen, showing how the number of relationships between your firm and the client has evolved over time. On the lower right portion, a list of company officers and directors includes how many of your colleagues are communicating with these important people, while a green bar presents a visual measure of how strong the relationship is between your firm and the specific officer or director, based on calendar entries, s, and other communication information gathered from your firm s database. Security rules can be applied to filter out certain kinds of communications, so as to not be intrusive. The left side of the screen displays a set of tabs that lawyers can use to delve deeper into the connections and relationships uncovered by Business Development Premier between their firm and the company: 3
5 Contacts displays who the user knows at the target company and the strength of each relationship. Tapping on a specific contact allows the lawyer to drill further into the specifics of the relationship, to find out which colleagues at the firm have relationships with that particular contact and the strength of those relationships. Opportunities pulls up information that, again, is drawn from the firm s databases and communications, opportunities such as responding to a RFP for Corporate Litigation, Intellectual Property Services, a pitch opportunity, or winning a new matter to an existing client. Matters displays a list of the work the firm has done with the company and whether a matter is on-going or published. Activities includes a list of specific activities entered by the lawyer. Notes allows the user to make notes in the system right away, without having to wait until returning to the office. Most of these sidebar functions are also available when pulling up an individual contact. The lawyer can see, for instance, if the contact is involved in another matter at the firm, or is the subject of other opportunities initiated by the firm. Time is money in a lawyer s world, and the mobile app is designed with that in mind. The app is intuitive, fast, and easy to use, so users can be in and out in a minute or less, depending on the task. The landing page is set up to facilitate quick searching, with the same three possible search paths for each of the three categories: Recent pulls up what the lawyer has looked at recently (much like recent history on a web browser, or recent items on a laptop). My includes the user s contacts, clients, and lists. All presents firm-wide entries for each category, showing, for instance, all of the clients engaged with the firm. The interface is set up to meet the needs of a lawyer in the classical taxi report use case. In this scenario, a lawyer jumps into a taxicab for a short ride to an important client meeting. The lawyer pulls an ipad out of a briefcase, intending to gather all the information he or she can about the client. From the landing page, it s a quick tap to the specific client page. (Figure 5) AN ON-THE-GO USER INTERFACE BRINGS IT TOGETHER To make this all work for lawyers, the data has to be easy to access, view, and assimilate. The mobile user interface was designed with these goals in mind. The landing page focuses on the three aspects central to most lawyers work: clients, contacts, and lists, with clients and contacts sorted by relationship strength. (Figure 4) Figure 5: The client page gives a quick summary of the client on the right, with tabs on the left allowing the user to dive deeper into the client profile. Figure 4: The landing page is intelligent and automatically displays the contacts and clients that the attorney is interacting with. From this page, the lawyer can gather general details about the client, including the relationship strength of the firm to the company, a link to the company website, and the name and of the company s primary contact. The lawyer can use the sidebar tabs to drill deeper, to enter the Thomson Reuters Corporate Insight page (shown in Figure 3), or use the contacts, colleagues, opportunities, and matter tabs to glean valuable, specific information about the linkages between the company and the firm. The taxicab arrives at the destination and the lawyer exits the vehicle, ready for the meeting. 4
6 UNLOCKING THE VALUE OF BIG DATA FOR LAWYERS With Business Development Premier s technology, lawyers are able to get the information they need, when they need it. The sophisticated automation makes data work for the lawyer (and the firm) instead of the lawyer having to take valuable time to work on the data. With the data management functions automated, your lawyers are freed up to focus on their clients and matters and pitching new prospects. Information your lawyers can trust to be accurate flows to them automatically, with real-time updates from Thomson Reuters. All of this is delivered through an easy-to-use, mobile application that best suits today s lawyers work style. It s a game-changing technology that helps your lawyers focus what they do best: managing clients and growing your business. Learn more about Business Development Premier from Thomson Reuters Elite at elite.com/getreal Thomson Reuters L US/3-14
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