Helen Cox Marketing Consultant Kent and London

Accountancy A-Game: Winning with Stellar Client Experience

The accountancy industry is busy, with lots of different firms out there offering the same kind of services, often to the same kind of clients. This means that to get yourself out there and make a success of your firm, you are going to need to think about how you can stand out against the others.   

One great way that you can try to do this is to ensure that your clients have the best experience with you. Clients who are happy with the service that they have received are going to not only stay clients, but they will also pass on their great experiences to other potential clients out there.  

Word of mouth may seem like it is simple, but is a marketing and promotion tool that should never be overlooked.   

Aiming for the stars when it comes to client experience is one thing, but what you do need to do is think about how you can react to them.   

To do this, you are going to want to focus on every single point along the client experience journey. Right from the very start to the very end of the journey, there are plenty of things that you can do to try and ensure an A-Star service every single time for your clients.   

Map out the journey that the client is going to take  

If you want your client to have the very best journey and experience with you, then you are going to need to think about what you can do to help them along the way. The best way to do this is to think about what journey your client is going to take and the steps that they will move through. 

Knowing what these key milestones are is going to help you to think about what you can do to improve it for your clients and to ensure that they feel in the end, that they have been treated to the very best service possible.   

Your client’s journey will always depend on what type of accountancy services you provide them, but will often move through these key stages along the way:   

  • Awareness – this, as the name suggests, is when the client first becomes aware of you as an accountancy firm and learns more about the services that you can provide them with  
  • Consideration – once your client has learnt more about what you do, they will want to consider whether or not you are going to be the right fit for them and their needs   
  • Acquisition – this is when the client has made their decision and knows that you are going to be the right choice for them  
  • Service – now comes the time when you will deliver your accountancy services to your clients and show them exactly what you can do  
  • Loyalty – many think that service is the end of the road for the client, but this is not the case. You want them to stay with you, even if they don’t need your services all the time. This means that you need to work on building their loyalty and ensuring that they always think of you when they have some accountancy needs in the future. This is also the stage when they are most likely to refer you to someone else.   

By mapping out the journey, you know that you are going to be giving your clients the very best focus, and then you can start to build on this and think about what you need to do each step of the way.   

Make onboarding as easy as you can for your accountancy firm clients

Clients want the entire customer journey to be as easy and stress-free as possible for them. This means that you need to do whatever you can to simplify it. This is particularly true right at the beginning when you are trying to get them on board.   

Onboarding is a key part of the process and one that you need to get right. The important thing to remember is that whilst you do want to move through it quickly, you also want to make sure that the information and data that you take from them is accurate.   

Always aim for above and beyond

It is one thing to aim for good service with every client that chooses your accountancy firm, but it is another to think about how you can shoot for the stars with what you do for them.   

It makes sense that you do this when it comes to providing the service that your clients are looking for because you want them to be happy with the service that you have provided them with. But it is also important to do this at the beginning of the process too, when you are trying to make them aware of what you do.   

The way that you can do this is to make sure that you provide them with all the information, resources and guidance that they are going to be searching for, providing them with answers to their issues.   

In doing this, they are going to be showing that you know what you are talking about, that you are going to be the expert that they need and that you are going to provide them with a great level of service too.   

When they do sign up for your service, then the time has come to focus on making your client feel valued. You should never treat them like they are just a transaction and nothing more. They should feel that they are valuable to you and that you are treating them more than just a number.   

If you do this, then they are going to feel that they are receiving service that is hard to beat.   

Communicate, communicate, communicate  

You should never underestimate the power of communication and what it can mean for your clients. Communication, when done right, is a key element of success. It ensures that your clients know what they need to do, what you are doing for them and the next steps of the process that they are going to need to move through.  

Not only do you need to be clear with what you communicate, but you also need to make sure that you regularly communicate too. No one likes to think they have been forgotten about, which means that a regular check-in can go a long way to improve the way that a client sees your accountancy firm.  

It may be easy enough to manage and maintain communication if your accountancy firm only has a small number of clients

However, as your firm grows, you are still going to need to keep up with this, thinking about the tools, software and methods out there that are designed to help you to successfully keep everyone informed.   

Being able to offer your A-Game to your clients is a surefire way to ensure that your accountancy firm is the success that you hope it will be. You not only need to think about what they are going to want but also what you are going to be able to do to provide this for them.   

It might seem like lots of hard work, but the path to success is not easy and always needs you to be bringing your very best, every single time.   

Some of my services: 

Fractional Marketing Director and Interim Marketing

Outsourced Marketing Management

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.