Are You Keeping Your Clients Satisfied?

Source: What I've Learned So Far

In a recent blog post, reproduced in its entirety with permission from Capstone Marketing, Jean Caragher outlines the key elements of a client satisfaction program:

The bottom line is that every CPA firm claims to deliver excellent client service. How does your firm support that claim? Do you have a formal client satisfaction and retention program? If not, today is the day to start.

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

For the complete article, click here.

From What I've Learned So Far, the blog of Jean Caragher, president of Capstone Marketing, www.capstonemarketing.com, October 7, 2009, “Key Elements of a Client Satisfaction Program.” Visit http://www.capstonemarketing.blogspot.com.