never lose a client again.
how do you dazzle a client these days?
add your ideas in comments
with client retention replacing the staffing shortage as the most troublesome issue facing cpa firms, it may be surprising that so few firms are taking a proactive approach to the problem. certainly, many firms are stepping up client service levels, but jerry lopatka, managing principal at dugan & lopatka cpas in wheaton, ill., is deploying a particularly systematic and disciplined program.
“a year ago we started a renewed focus on client retention and business development,” he says. at the firm, they call it “biz r&d” for business retention and development.
jerry sent us a 43-point list of tactics based on six broad strategies:
- go the extra mile on the current engagement
- increase the amount of client contact
- build the business relationship
- build the personal relationship
- increase knowledge of client’s industry
- increase knowledge of client’s business
“we try,” he says, “but we can always do better. as i often tell our employees – our good clients are on our competitor’s radar screen.”
here’s the complete list…
go the extra mile on the engagement
1. conduct extra analysis
2. benchmark client’s business against national database (bizbench software)
3. apply analytical tools
4. improve turnaround time, service
5. improve quality of presentation of financial information (graphs, charts, etc.)
6. more documentation, explanation, accessibility
7. use color in reports.
8. hand deliver and go over deliverable in detail with them
increase the amount of client contact
9. visit at every opportunity
10. schedule business meetings near mealtime
11. invite to the firm’s offices
12. meet with and get to know other officers in the client company
13. get more of the firm’s people involved with client
build the business relationship
14. help client meet other contacts of ours (use act software & colleagues)
15. put on special seminars for the client’s staff
16. volunteer to attend client’s internal meetings/board meetings
17. offer free day of counseling on non-project matters
18. send client useful articles
19. if possible, refer business to client
build the personal relationship
20. social activities
21. remember personal, family anniversaries (take birthdays from profx – systemizer form we send at end of year and put on act)
22. obtain scarce theater or sports tickets
23. provide home telephone number
24. offer use of firm’s facilities for their personal or business uses
25. find out precisely how the client is evaluated inside his/her company
26. find out what he/she is unhappy with
27. find out their personal views on life
increase knowledge of client’s industry
28. study industry magazine/newsletters thoroughly and regularly (get subscriptions)
29. attend industry meetings with the client
30. conduct proprietary studies
31. go to industry trade shows in chicago
32. learn all you can on their competitors
increase knowledge of client’s business
33. read all client’s brochures, financial reports, other public reports and news releases
34. ask to see strategic plan
35. volunteer to critique internal studies
36. conduct a reverse seminar (their people tell us about their company)
37. look at web site regularly
38. ask for organization chart
39. ask who client deals with most
40. ask about the client’s boss
41. ask about power structure
42. arrange to meet other executives
43. spend time with client’s junior managers
so, how do you dazzle a client these days? add your ideas in comments.
2 responses to “43 steps to gold-plated client service”
how to retain clients? keep your people happy! | solutions for cpa firm leaders
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judy brannock
maybe it’s not a big deal. but we always have hot, fresh-baked chocolate-chip cookies ready in the office during tax season for our clients. it helps put them in the right mood when we have to tell them how much they owe.