Client Satisfaction

Key Elements of a Client Satisfaction Program

How to Ask
• Written surveys (mail, online)
• Interviews
• Clients panels, focus groups
• Short surveys after completion of engagements
• Events: Seminars, social events (golf, theatre, etc.)
• Communication: Newsletters, e-newsletters

What to Ask
• How you were selected: Competitive fees, Industry expertise, Location, Integrity and ethics, Personal relationships, Professionalism, Range of services, Reputation , Size of the firm, Technical expertise
• What do you enjoy most about working with ?
• What are you dissatisfied about with your relationship with ?
• What do you think differentiates (your firm) from other accounting firms?
• In the past year have you considered changing CPA firms? If yes, why?
• Questions regarding referral activity, quality/timeliness of services, frequency/quality of communications, their engagement team,
• Cross-selling questions: You are currently providing, Another Company is Currently Providing, Planning to Purchase in the Next 12 Months
• Rate value for fees paid

When to Outsource
• When you don’t have the internal resources
• When you are interested in obtaining more unbiased feedback

Client Satisfaction

A Surprise at the Pump

I recently visited with a client in the Northeast. I stopped at a gas station on my way to the airport to fill the tank of my rental car. As usual I stepped out of the car, swiped my credit card, and started pumping gas. I looked up and noticed that a man was watching me, not saying a word. Now, I’m wondering why this man is watching me. Finally, I asked, “Is this a full service station?” He nodded and said, “Yes.” What a surprise! I haven’t been to a full service gas station in 20 years. He finished pumping the gas, handed me my receipt, and said, “Have a nice day.”

What a pleasant experience I had at that gas station, unusual to say the least. It was like the pizza delivery man arriving earlier than expected or a retailer honoring an expired coupon. What is your firm doing to unexpectedly delight clients? Calling them rather than sending an e-mail? Taking them to lunch rather than just calling them? Delivering a project or report early? Identifying solutions to problems they didn’t even know they had?

Today’s economy is causing many CPA firms to refocus their marketing efforts. Client service and satisfaction is a key component. Be sure to pay attention to your clients and do what it takes to ensure their satisfaction and loyalty. Your competition is more than willing to do so if you are not.