Focus On an Enhanced Client Experience

Young businesswoman using smartphone and tablet at outdoor cafeYou may be doing the opposite of what clients want.

By Domenick J. Esposito
8 Steps to Great

When choosing a mid-market CPA firm, many clients pay more attention to the ability to “connect” with the client service partner and staff than to the quality of the work performed as many clients are unable to distinguish between outstanding technical work and competent technical work. And even if clients are sufficiently sophisticated and able to distinguish between outstanding and competent work, their technical needs may simply require competency.

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As a result, when it comes time for an evaluation of the firm, it’s my observation that many, if not most, clients place more emphasis on an enhanced client experience – including responsiveness, attitude and other non-technical “service” criteria – and not the quality of the technical work.