The Client Experience: Creating Raving Fans for Your Accounting Firm

Best practices for improving client satisfaction and referrals by elevating the client experience.

One thing I hear often from accountants is: “I have all the clients I can handle, and time is scarce.”

Sound familiar?

Despite being busy, there’s an overlooked aspect of running an accounting firm that can directly impact long-term success: client experience. I’d like to share some eye-opening findings from a study by The Sleeter Group on small business owners and their relationships with their accountants. Although the study was conducted a few years ago, it remains highly relevant today:

• 76% of affluent business owners believe their CPA is not proactive.
• 72% of business owners have changed their CPA in the past.
• 36% are currently looking for a new CPA.
• 70% of business owners don’t fully understand what their CPA can do for them.

Yes, you read that correctly—36% are currently looking for a new CPA. Think about it: for a business owner to go through the hassle of switching firms, they must be truly frustrated.

Here’s the kicker—it’s far easier (and more cost-effective) to retain a client than it is to attract a new one. Satisfied clients naturally become advocates for your firm, bringing you valuable referrals. But here’s a word of caution: if clients are referring others solely based on your low fees, it’s a sign that there are deeper issues to address.

In my daily interactions with accounting firm owners, I’ve noticed a common trait among the most successful ones: they are They, along with their teams, consistently touch base with their clients. The time spent on these “non-billable” check-ins is not a cost—it’s an investment. Let’s revisit that statistic: 70% of business owners don’t know the full scope of what their CPA offers. Isn’t it time to change that narrative?

Here’s a challenge for you: Could you dedicate just one hour a week to call 5 or 6 of your clients? This goes for your partners and managers too.

Here’s how to structure those calls:

1. Have a simple script ready with questions like, “How’s business going?”

2. Reassure them it’s not a billable call. Explain that you’re just checking in to see how they’re doing. Ask if they’re satisfied with your firm’s services and use their feedback as an opportunity to improve.

3. Ask if there are any areas of their business that are concerning them. This is where opportunity knocks—it’s not about selling, it’s about helping.

4. Create a process around this communication, ensuring that all team members who work with clients make these check-ins part of their weekly routine.

Watch your business thrive. The time spent nurturing these relationships will build trust, open doors to new services, and ultimately increase your firm’s revenue and hourly rate.

I'm Paul Roy, founder of Profitable Practice Pro. My mission is to help Accountant and CPA practice owners become great leaders while building thriving businesses through three key pillars: People, Processes, and Profits.