Freshfields Bruckhaus Deringer CRM Transformation Case Study

This case study outlines the multi-year CRM transformation undertaken by Freshfields Bruckhaus Deringer LLP, an international law firm. The firm aimed to enhance client relationship management through a strategic investment in Salesforce, recognizing the need for improved client experiences in a competitive legal landscape. The project involved integrating CRM, analytics, and marketing automation data to foster personalized client interactions. Freshfields partnered with Validity to ensure data accuracy, utilizing BriteVerify for real-time contact validation and DemandTools for data management. The case study details the proactive approach taken to maintain data quality, which included processing 175,000 contacts and achieving a significant accuracy rate. As a result of these efforts, Freshfields reported improved email performance, increased click-through rates, and enhanced productivity, allowing the firm to focus on higher-value tasks. The transformation positioned Freshfields as a leader in CRM sophistication within the legal sector.