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Why you need to improve your Customer Service.

6th Jul 2018
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Nomisma is a complete cloud accounting solution.

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So, you want your practice to be a success? Of course, you do. But with the sectors transition to digital and the consequent increase of automated software, it is now harder than ever to distinguish your services from the competition. However, every challenge presents an opportunity, if you know where to direct your attention. And thanks to research from Vistage, the one characteristic that differentiates high performing SME’s from the crowd, is a focus on improving client engagement.

Split into 3 pillars, client engagement encompasses sales, marketing and customer service. Whilst sales and marketing may not appeal to practices that don’t want to grow, nobody can afford to be delivering poor customer service. Highlighted in research by Gartner, which found that 89% of businesses demanded client experience as the distinguishing feature of the relationship with their accountant.

Embrace Technology

The digital age has provided accountants with technology to increase the efficiency of their practice and the services offered to clients. The adoption of cloud based software means that an app can be downloaded onto a number of devices, meaning that accounts can be updated wherever there is an internet connection. This process makes the need for the client to come into the practice redundant and in turn, both parties have increased the efficiency of your relationship.

By adopting cloud software, you increase the regularity of information that you obtain. Rather than receiving data in monthly/yearly bulks, the client can take a photo of a receipt and upload it to the app that instantly updates the accounts. This removes the menial tasks of sorting through receipts, which creates time to provide more constant and accurate advice. Changing your role from menial bookkeeper to advisor, increases the value that you can give to your client. 

Make two transitions

With the adoption of cloud software being the first, the second transition you need to make to improve customer service is from time billing to value billing. This simple switch changes your client’s perception of the relationship. Rather than being viewed as a drain of resources, you can be viewed as an important part of their success. Communication becomes more frequent and your client is aware of the value your service is bringing their business and presents an opportunity to upsell your current service.

Improving your current customer service is the strongest form of marketing there is. Accountants have a reputation for not being the best sellers and bringing in new clients can be equally daunting and perplexing. An Intuit report from 2016 found that referrals should account for around 80% of new clients. So, providing great customer service not only helps to improve your retention rate but is probably the most cost-effective way of attracting new relationships. 

Focus on two key areas

We’ve shown you how by improving your customer service, you can begin to implement the common trait amongst successful SME’s. However, customer service is such a broad and it can be hard to know exactly what the client values. So, we’ve made it easy and gave you two to start with.

Respond promptly – even if it is to inform your client that you are very busy and won’t be able to complete their request for a few days. People like to know what is going on and technology makes that easier than ever. It takes seconds to send a message, which eradicates all of your client’s uncertainty.

Be proactive – if you take the previous advice and switch to value based billing that encourages more communication with your customer, this one will be a lot easier. If you are actively seeking ways in which you can bring value to your client then they will feel special. Clients enjoy feeling wanted and whether you are motivated by sentiment or money, being proactive in looking to add value goes a long way in providing good customer service. 

If you would like to improve your customer service, then please contact Nomisma at [email protected] or call +44 (0) 20-8907-8442

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