5 Best-in-Class Ideas to Improving Client Service
Sarah Johnson Dobek
I help accounting firms grow faster and in the right direction using a unique 3 step process.
Client service: it’s something all accounting professionals must deliver and one of the things many CPA firms think they provide better than their competitors.
As a purchaser of CPA firm services, my experience has been very different from one firm to the next, each with its pros and cons.?While there is a relationship between the two, having good service doesn’t always translate into a great experience.
Great service, such as collecting client information, responding to emails and phone calls, and completing a return or audit timely, is expected in the accounting profession. Most firms today try to provide excellent service, and if you look at client satisfaction survey results, most do. But let’s be candid.?The service most professionals offer, even though it may be excellent, does not always translate to a great experience.
Service is the bedrock of a great client experience. Unfortunately, clients today are conditioned to expect mediocre service. They are either used to hearing “no” or not hearing from their providers. I am convinced service delivery drives much of the switching we see among clients. So how can a firm improve client service to reset expectations?
Prioritize Client Service
Best-in-class (not mediocre, not good, not even great) service starts with a commitment from firm leaders to make service a priority. Read books on the topic and study how best-in-class organizations deliver customer service to change how your firm delivers client service,
Companies such as?The Ritz-Carlton,?Southwest Airlines, and?Mercedes-Benz?are known for their exceptional service. Which parts of their service mantras can you take and apply to your CPA firm?
In addition to making service a leadership priority, measure against it. Tying client service to performance goals and compensation is the most straightforward way to send the message this is a priority for the firm.
Visualize Your Experience
It’s not enough to give it lip service. Fundamental changes happen when everyone works together. Before change can happen, two things need to occur.
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Gain Buy-In
You have to communicate more than just what you want to be done or how you want it done?if you want your employees to become service evangelists who do more than go through the motions but truly own their role. Your employees need to understand?why?they have to make service a priority.
Remove Barriers
The best efforts for meaningful change can fall flat if people on the front lines (your staff and managers) aren’t empowered to deliver best-in-class service.
Once you have visualized and articulated the expectations for service, identify what is standing in the way of delivering this service. Ask your employees to tell you what holds them back from delivering. Then do whatever you can to remove those barriers and make it as easy as possible for them to provide best-in-class service.
Share & Train
Improving client service doesn’t happen overnight. Start by delivering each employee and partner the same service you want your clients to receive. Perspective is powerful and can often help develop some of the best opportunities to provide great service.
You’ll also want to provide continuous training opportunities for your team in three key ways:
Want to learn more about client service??Check out this case study on?measuring client satisfaction?or this post on?embracing virtual client service.
If you need assistance setting the foundation for best-in-class service,?check out Inovautus Consulting’s Complete Professional Advisor: The Client Developer?to help professionals at the beginning of their sales journey learn about the growth mindset and uncover how to become better client servers and build their network.?Contact us today to get started!
Managing Director | Technical Presales, New Business Development
1 年Sarah, thanks for sharing!