My experience of attending or reading about the recent accountancy shows and exhibitions shows just how much the profession is embracing the digital age and how this presents many opportunities for accountants. Making Tax Digital (MTD) is now central to the operation of many accountancy firms. However, being personal in a digital age is what will set apart the successful accountancy firms of the future.
Across the firm, the need to do things faster, smarter, and, where possible, more automated is, in most instances, the right approach. However, the drive to be more efficient and use technology to run your business shouldn’t be at the cost of the personal relationships you have created with your clients.
Client relationships are the key to success – not the software you use
Your clients (and prospective clients) will choose you because of your technical expertise, the quality of service you provide, and perhaps the latest technology you utilise. However, there is usually one main reason they remain your client, and that’s the personal relationship they have developed with you or your team.
The firms I’m working with place more emphasis on personal connections with their clients than on the technical and digital systems they have in the office. Businesses expect accountants to use the latest software, but they don’t expect their accountants to go out of their way to develop 1-2-1 relationships with them. For those accountants that do, it’s an extremely positive and rewarding experience.
Personalise your communications
In this digital age, it is essential to maintain a personal connection with your clients. Use more personal communication techniques to stay in touch, such as picking up the phone to ask, ‘How are things?’ arranging to meet them, going out for lunch, or sending them a gift if you notice they’ve recently won an award or secured new business.
I’m also seeing more clients sending out client newsletters to stay in touch outside of the main assignment work. It’s another great way to build that long-term relationship.
In many circumstances, it can be non-work communication that keeps the relationship strong, such as a common interest in sports events, local community events you support, or perhaps the school where your children attend. These are all relevant ‘touch points’ that can help maintain a happy and healthy work-based relationship.
Technology is the engine; your relationship is the driver
Be cautious not to rely too heavily on technology so it appears to do all the work for you. Otherwise, your clients may ask, ‘Why do I need you’?
Nor should you use technology to reduce your prices in a bid to retain your clients. You should always aim to keep your clients and attract new ones by adding value to the relationship. This can be achieved by interpreting the technology’s insights into your client’s business, but more importantly, by engaging in open dialogue and listening to your clients to gain a deeper understanding of their progress and provide tailored advice accordingly.
So, do embrace the latest technology, but be more proactive in speaking with your clients. Be part of their business, not just a standalone supplier they call upon occasionally.
If I can help you and your firm to become more personal, please get in touch.
