iQlink looks at the psychology of CRM and are we doing enough?
I’ve just recently finished reading Rory Sutherland’s Alchemy, and it’s packed with entertaining and surprising ideas that challenge how we think about decision-making. One of the highlights for me was this:
No one ever got sacked for believing and presenting using logical economic theory.
People stick to rational and logical explanations because they’re safe, even when they don’t actually change behaviour. When it comes to technology adoption in law firms, the approach is always to win lawyers over using logic:
“It will save you time.” ❌
“It will give you better data.” ❌
“It’s the single source of truth.” ❌
All of these may be true, but I wonder if the problem all along has been assuming that logic should be enough.
What If CRM Adoption isn’t a Logic Problem at All?
Rory Sutherland talks a lot about psycho-physics – how people perceive value and effort. One of my favourite examples is how he describes different approaches to waiting for a lift:
- If you ask an engineer how to reduce wait times, they’ll suggest installing a faster lift.
- If you ask a psychologist, they’ll suggest adding a mirror. (Because people are occupied with checking their appearance/clothes etc.)
A faster lift actually reduces waiting time. But a mirror makes the wait feel shorter – so in the end, people using the lift will complain less.
Maybe CRM adoption works the same way?
Firms keep “engineering” solutions – better dashboards, more training, tweaks to the interface. But what if the real issue isn’t how CRM works at all – but how it feels?
“What if the real reason lawyers resist CRM isn’t logic, but perception?”
“What if CRM could be framed as a power move rather than an admin burden?”
Turn CRM into a Status Symbol – What if only top performers got exclusive insights and high-value deal identifying opportunities?
Make It Feel Effortless – Even if CRM isn’t actually hard to use, if it feels clunky, lawyers will avoid it.
Frame CRM as Relationship Control, Not Exposure – Maybe, lawyers don’t fear CRM because they don’t “get it.” But they fear losing control over client relationships. Instead of selling it as a firm-wide tool, position it as a personal power move that protects key connections.
Dave Harris, Managing Consultant, iQlink.
If your firm is about to start a CRM project – whether it’s your first time or a fresh attempt – get in touch with iQlink. We’re here with practical advice and guidance to help you get to where you want to be.
