Founder of CustomerSure. Award winning client feedback software, with independent review features, to help you improve satisfaction, retention and revenue. Integrates with your website or Xero or Sage One. Formerly: Member of ICAEW IT Faculty Technical Committee; R&D Director at Sage.
These are excellent points. It's also true that whatever the source of prospects, we all routinely check out a company's website to get a feel for what they're like to do business with. The website itself may or may not generate huge numbers of new clients, but it can kill leads if it's poor.
Just a couple of points to add from my experience working with accounting practices on client satisfaction:
1. How to be 'recommendable'. I will only recommend a company (accountant or otherwise) if I am confident they will do an exemplary job because my personal credibility is on the line. I don't want to let my friends down. So every aspect of how they conduct business must be beyond reproach - from how good their advice is to how good they they are at returning calls promptly. As an accountant there may be things that clients won't say to your face which are not enough for them to leave personally, but are an obstacle to them giving an unreserved personal recommendation.
A systematic (and client-friendly) process for collecting feedback is the only way to discover and remove blockages and unlock personal recommendations.
2. How to harness 'social ranking' and 'transparency'. In nearly all spheres now we make a judgement based on what other people say. Even if I have a personal recommendation, it can be amplified if independent reviews corroborate it.
Having the courage to display your unvarnished client feedback (rather than hand-picked testimonials) is very persuasive. It also makes you a less risky choice than the other accountant you might be compared with who doesn't display their feedback. And my customers tell me that it definitely helps them win more business.
It definitely makes sense to guard local reputation and close the relationship in a professional way.
But the thing that seems to be missing from the examples of standard wording above is to thank the client for their business to date, and to apologise for the inconvenience it will cause them to change firm.
The goal must be to part amicably and avoid any negative impact on reputation. Whatever your reasons for doing it - it's how the client feels at the end of it that will determine what they say to other (potentially more profitable) prospects.
I know with some people you have to swallow hard first, but it's worth it.
If anyone's thinking of their own client satisfaction initiatives, whether related to the awards or internal projects (or both), I've blogged a few guidelines based, in part, on work we've done with a local practice.
My answers
More practical ways to be easier to choose
Mark
These are excellent points. It's also true that whatever the source of prospects, we all routinely check out a company's website to get a feel for what they're like to do business with. The website itself may or may not generate huge numbers of new clients, but it can kill leads if it's poor.
Just a couple of points to add from my experience working with accounting practices on client satisfaction:
1. How to be 'recommendable'. I will only recommend a company (accountant or otherwise) if I am confident they will do an exemplary job because my personal credibility is on the line. I don't want to let my friends down. So every aspect of how they conduct business must be beyond reproach - from how good their advice is to how good they they are at returning calls promptly. As an accountant there may be things that clients won't say to your face which are not enough for them to leave personally, but are an obstacle to them giving an unreserved personal recommendation.
A systematic (and client-friendly) process for collecting feedback is the only way to discover and remove blockages and unlock personal recommendations.
2. How to harness 'social ranking' and 'transparency'. In nearly all spheres now we make a judgement based on what other people say. Even if I have a personal recommendation, it can be amplified if independent reviews corroborate it.
Having the courage to display your unvarnished client feedback (rather than hand-picked testimonials) is very persuasive. It also makes you a less risky choice than the other accountant you might be compared with who doesn't display their feedback. And my customers tell me that it definitely helps them win more business.
Hope that helps.
Don't forget to say 'Thank you'
It definitely makes sense to guard local reputation and close the relationship in a professional way.
But the thing that seems to be missing from the examples of standard wording above is to thank the client for their business to date, and to apologise for the inconvenience it will cause them to change firm.
The goal must be to part amicably and avoid any negative impact on reputation. Whatever your reasons for doing it - it's how the client feels at the end of it that will determine what they say to other (potentially more profitable) prospects.
I know with some people you have to swallow hard first, but it's worth it.
Client satisfaction initiatives - 3 benefits & 3 guidelines
If anyone's thinking of their own client satisfaction initiatives, whether related to the awards or internal projects (or both), I've blogged a few guidelines based, in part, on work we've done with a local practice.
http://blog.customersure.com/2012/05/30/the-financial-value-to-accountan...