In the 2011 PCPS CPA Firm Top Issues Survey retention of current clients showed up on every segment’s top-five list, while it only made two groups’ top five in 2013. Firms, buoyed by a strengthening economy, seem more confident in their ability to hold on to existing clients and seem to be shifting their emphasis to gaining more work.
This may be a false confidence since the majority of CPA firms do not measure their performance in client service and satisfaction. They do not seek client feedback.
This doesn’t stop every CPA firm from making the promise of providing superior client service. Yet, few are willing to gather the evidence to back up this promise.
And, if everyone is looking for new clients, then where do you think they are coming from?
Your competitors are targeting your clients!
Don’t be complacent and take client satisfaction and retention for granted. Here are two action steps to get you started.
Download our complimentary eBook – Client Satisfaction Surveys for CPA Firms: Answers to Your Most Frequently Asked Questions
Register for our SevenKeys CPA webinar – Protect Your Clients From Competitors: Client Service, Satisfaction and Retention
I am a huge tennis fan. I spent countless hours watching Wimbledon, culminating in the finals this past weekend. Marion Bartoli from France won the women’s championship and, unless you’ve completely unplugged from the world, you know that Andy Murray from Scotland is the first British player since 1936 to win the men’s championship.
It’s interesting that both of these players made coaching changes prior to winning their first Grand Slam title. Murray hired eight-time Grand Slam winner Ivan Lendl at the end of 2011. “It was important to me that any new person joining my team was able to add fresh insight,” Murray said in a statement. “Ivan’s impact on the game is unquestionable and he brings experience and knowledge that few others have, particularly in major tournaments. I look forward to working with him going forward.”
The Murray-Lendl connection is undisputable with Murray winning the Olympic gold medal and the U.S. Open in 2012 before winning Wimbledon.
Marion Bartoli was coached by her father, Walter Bartoli, a physician who gave up his practice to coach his daughter, from the time she was six years old until last year. “It happened little by little, my father always wanted the best for me and he told me that it might be better if I try something else to get what I want: a Grand Slam title,” Bartoli explained earlier this year to tennis.si.com.
At this year’s Wimbledon, Bartoli was tutored by former world No. 1 Amelie Mauresmo, who won the 2006 Wimbledon championship and is currently captain of France’s Fed Cup team.
Einstein was right. Doing the same thing over and over again and expecting different results is insanity. In order to achieve their goals of winning Grand Slam championships both Murray and Bartoli were willing to make changes. They sought advice and guidance from experienced tennis champions about the changes required in their games to win the big tournaments. This required them to be receptive. And brave.
What changes does your firm need to make in its marketing program? What changes do you personally need to make to be a more successful business developer? Are you receptive and brave enough to find the answers? Here are a couple of complimentary resources to get you started.
How to Create a Disastrous Marketing Plan for Your Accounting Firm
Marketing Plan Guide
