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Client service key to practice success

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28th Sep 2016
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Keeping clients happy not only means a steady ongoing income stream, but can be a key differentiator against competitors.

Clients are increasingly tempted to leave for other firms of accountants, and as such it’s critical to develop the right culture and systems for excellent customer service.

New for 2016, the Practice Excellence Awards now features the client service firm of the year award, sponsored by Keytime, to recognise those more progressive firms focussed on client care.

AccountingWEB caught up with Alison Ford, product development manager at Keytime, to find out what client service means for accountants and how best to achieve it.

For Ford, customer service is particularly important for service-based industries including the accounting profession. Like Keytime, with its origins as a small business, it’s about the service and your experience of that: “The actual sale is the service itself as it’s performed, so there are no goods to return if you’re not happy with it. So to us, helping our clients, accountants, deliver that service to their clients is paramount,” Ford said. “Time really is money, that’s what you sell, your time.”

Customer service for Keytime is about having someone on the end of the phone to talk to about a particular problem and being able to provide the right solution.

Ford explained that if you’re buying software from multiple vendors you might be passed from ‘pillar to post’, but Keytime has developed a service based on offering an integrated suite of products.

“For us you make the telephone call, our software support people have got a knowledge base that they work with. We offer them regular training covering aspects of accounting as well as software, so we equip them for all questions that might arise.

“We also have back-end support staff, so if you can’t get an answer off the first line you’ll get an answer off the second line,” Ford said. “In the same way, in dealing with an accountant you can be fairly confident that person is up-to-date with legislation, the latest requirements and can provide what you want from that firm.”

When it comes to creating the right culture to enable great customer service, having the right staff is key. Ford explained: “Recruitment, retention of staff and training are very important. Staff relations are as important as customer relations, so if you’re creating a good working environment then customer service will naturally flow from that.

“The accountant should be the first point of call that client goes to for advice or in times of need. Investing in good client relations is very important, so it’s about creating customer confidence, being knowledgeable and offering the right services,” Ford said.

HMRC’s Making Tax Digital initiative is an opportunity to be that friendly and helpful face.

Ford explained that while accountants are nervous and concerned about MTD, it’s worth talking to clients and explaining what might be expected in the future.

“It’s worth developing a plan with your clients as information comes out. Develop a digital strategy or plan with clients around Making Tax Digital. The first thing to do is contact and work with your software provider as people are looking for reassurance. Consider how you will get this to work digitally with your clients,” Ford said. “Accountants can use MTD as an opportunity to reach out to clients. There’s not much to go on at the moment but now we’re starting to see a glimpse of what the landscape looks like.

“It’s worth the accountant engaging with the client on this just to reassure them that you’re dealing with it. Develop a digital strategy, do it now, engage with them online and work with them on online portals,” she advised.

Ford’s final tip was to imagine your client is a movie star or someone you really admire on the other end of the phone: “Your attitude to that person will change. Treat everyone as being a bit special. Also try to imagine walking a mile in their shoes. Having empathy with people works both ways – you get what you want.”

 

What kind of customer service are you currently offering clients?

Replies (1)

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Man of Kent
By Kent accountant
28th Sep 2016 13:01

"Clients are increasingly tempted to leave for other firms of accountants"

No they aren't, it tends to be a big issue which results in a client changing accountant.

Big statement which wasn't expanded on in the article. If you're in a relationship which is good - whether personal or professional you won't get your head turned.

Clients (generally) change accountants because something is wrong - poor service, feel they're being overcharged, paying too much tax etc.

Thanks (4)