{"id":10672,"date":"2024-03-12T09:00:00","date_gmt":"2024-03-12T13:00:00","guid":{"rendered":"https:\/\/www.sage.com\/en-ca\/blog\/?p=10672"},"modified":"2025-01-22T09:01:18","modified_gmt":"2025-01-22T14:01:18","slug":"accountancy-practice-become-human-firm-2","status":"publish","type":"post","link":"https:\/\/www.sage.com\/en-ca\/blog\/accountancy-practice-become-human-firm-2\/","title":{"rendered":"How your accountancy practice can become a Human Firm now"},"content":{"rendered":"<header class=\"entry-header has-dark-background-color entry-header--has-illustration entry-header--has-illustration--generic\">\n\t<div class=\"container\">\n\t\t<div class=\"entry-header__row row align-center\">\n\t\t\t<div class=\"col col-lg-7 col-xlg-6 entry-header__content\">\n\t\t\t\t\t\t\t<div class=\"component component-single-header\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"entry-header__misc text--subtitle text--uppercase text--small\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-ca\/blog\/category\/growth-customers\/\" class=\"entry-header__link\">Growth &amp; Customers<\/a>\t\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t<div class=\"entry-title-wrapper\">\n\t\t\t\t\t<h1 class=\"entry-title\">\n\t\t\t\t\t\tHow your accountancy practice can become a Human Firm now\t\t\t\t\t<\/h1>\n\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t<p class=\"entry-header__description\">\n\t\t\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t<div class=\"single-post-details container\">\n\t\t<div class=\"col\">\n\t\t\t<span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2024-03-12T09:00:00-04:00\">March 12, 2024<\/time><\/span><span class=\"reading-time\"> min read<\/span>\n\t\t<button\n\t\t\ttype=\"button\"\n\t\t\tclass=\"social-share-button button button--icon button--secondary js-social-share-button\"\n\t\t\tdata-share-title=\"How your accountancy practice can become a Human Firm now\"\n\t\t\tdata-share-url=\"https:\/\/www.sage.com\/en-ca\/blog\/accountancy-practice-become-human-firm-2\/\"\n\t\t\tdata-share-text=\"Please read this interesting article\"\n\t\t>\n\t\t\t<span class=\"social-share-button__share-label\">Share<\/span>\n\t\t\t<span class=\"social-share-button__copy-label\" hidden>Copy Link<\/span>\n\t\t\t<span class=\"social-share-button__copy-tooltip\" aria-hidden=\"true\" hidden>Copied<\/span>\n\t\t<\/button>\n\n\t\t\t\t<\/div>\n\t<\/div>\n<\/header>\n\n\n<div class=\"wp-block-post-author\">\n\t\t\t<div class=\"co-authors\">\n\t\t\t\n\t\t<div class=\"entry-author-wrapper\">\n\t\t\t<a class=\"entry-author\" href=\"https:\/\/www.sage.com\/en-ca\/blog\/author\/jessicafuhl\/\">\n\t\t\t\t<img decoding=\"async\" alt=\"\" src=\"https:\/\/www.sage.com\/en-au\/blog\/wp-content\/uploads\/sites\/5\/2020\/10\/Jess-fuhl.jpg\" class=\"entry-author__image\" height=\"40\" width=\"40\" fetchpriority=\"high\" \/>\t\t\t\t<span class=\"entry-author__name\">Jessica Leyshon<\/span>\n\t\t\t<\/a>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t<\/div>\n\t\t<\/div>\n\n\n\n<p>The accountancy practice of the future is all about people.<\/p>\n\n\n\n<p>But why not take steps to make that happen now?<\/p>\n\n\n\n<p>Digital used to be used as a differentiator. However, every practice will eventually end up with fully cloud-based systems, supported by similar processes.<\/p>\n\n\n\n<p>Being a fully digital firm will no longer be enough to make you stand out.&nbsp;<\/p>\n\n\n\n<p>This means your next opportunity to hone your competitive advantage is to put people at the centre of everything you do. &nbsp;<\/p>\n\n\n\n<p>Being a Human Firm means coming full circle back to the way accounting started \u2013 by building meaningful relationships with your clients so you better understand their business, goals, aspirations, and challenges.<\/p>\n\n\n\n<p>Don\u2019t get me wrong \u2013 you still need live accounting data to support these relationships. <\/p>\n\n\n\n<p>But if you combine technology with a human-centred approach, not only will you increase your competitiveness and bottom line, you\u2019ll also achieve the level of futureproofing that\u2019s vital for your long-term success.<\/p>\n\n\n\n<p>In his book published by Sage, <a href=\"https:\/\/www.amazon.co.uk\/dp\/B0C1HPFP5H\">The Human Firm<\/a>, Will Farnell of accountancy practice Farnell Clarke presents how and why you need to evolve your business into one that\u2019s all about people.<\/p>\n\n\n\n<p>Our essential e-book, The Human Firm: How to build a scalable and client-centric firm, summarises Will\u2019s advice into a guide and checklist, so you can bring immediate learnings into your practice.<\/p>\n\n\n\n<p>In this article, we break down the four crucial phases to creating, growing, and nurturing a Human Firm.<\/p>\n\n\n\n<p>Here\u2019s what we cover:\u202f&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#one\">Phase 1: Become a living brand&nbsp;<\/a><\/li>\n\n\n\n<li><a href=\"#two\">Phase 2: Grow touchpoints and their frequency\u202f&nbsp;<\/a><\/li>\n\n\n\n<li><a href=\"#three\">Phase 3: Be human as you grow and scale\u202f&nbsp;<\/a><\/li>\n\n\n\n<li><a href=\"#four\">Phase 4: Embrace technology to become more human<\/a><\/li>\n\n\n\n<li><a href=\"#final\">Final thoughts<\/a><\/li>\n<\/ul>\n\n\n<div class=\"single-cta\">\n\t<a\n\t\tclass=\"button button--primary gate-5f1c0856-185b-4919-82c4-e699036bf165\"\n\t\trole=\"button\"\n\t\tdata-button-location=\"content_area\"\n\t\thref=\"#gate-5f1c0856-185b-4919-82c4-e699036bf165\"\n\t>For detailed advice on why and how to become a Human Firm, download our essential guide and checklist<\/a>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"one\">Phase 1: Become a living brand&nbsp;<\/h2>\n\n\n\n<p>Being a living brand starts with thinking about how you want your practice to make your clients feel.&nbsp;<\/p>\n\n\n\n<p>Safe and secure? Confident in doing something that they were unsure about?&nbsp; That somebody has their back?<\/p>\n\n\n\n<p>The idea of accountants making people feel really good is might feel like quite an alien concept. But this is what a living brand is all about.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Customers are more likely to purchase from a brand if its personality is like their own.&nbsp;You must know what your practice stands for and communicate it consistently to your employees and clients.<\/p>\n\n\n\n<p>If you don\u2019t, your team won\u2019t know what your practice stands for, nor will your clients.<\/p>\n\n\n\n<p>That means time, energy, and goodwill will be spent as your practice and the people in it bumble through random responses to internal and external changes, rather than making decisive and informed moves.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"two\">Phase 2: Grow touchpoints and their frequency&nbsp;<\/h2>\n\n\n\n<p>A client touchpoint is any time a client or potential client interacts with your brand. Measure your touchpoints by asking yourself:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How\u202fdo your\u202fcurrent\u202fclients\u202ftalk\u202fabout\u202fyou?<\/li>\n\n\n\n<li>Read\u202fthe\u202ffirst\u202fwords\u202fon\u202fyour\u202fwebsite.\u202fAre\u202fthey\u202fabout how you can help your clients?&nbsp;<\/li>\n\n\n\n<li>Can your client easily book a call with you?&nbsp;&nbsp;<\/li>\n\n\n\n<li>Does the first email you send confirming a meeting get them excited about working with you?&nbsp;<\/li>\n\n\n\n<li>How\u202feasy\u202fit\u202fis\u202fto\u202ffind\u202fyour\u202foffice?<\/li>\n\n\n\n<li>When in a meeting, is the client\u2019s name on\u202fthe\u202fscreen, and\u202fare\u202fthey offered a menu to choose a drink from?&nbsp;<\/li>\n\n\n\n<li>Does the proposal meeting end on time, or do you allow it to overrun and give the impression that your time, and theirs, has no value (of course, if the meeting overruns, that could signal that you\u2019re deeply invested in your client)?&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Find ways to add value that are part of everyday processes. Since these days people will go elsewhere to find services if they don\u2019t know you provide them, establishing client touchpoints is even more important.&nbsp;<\/p>\n\n\n<div class=\"single-cta\">\n\t<a\n\t\tclass=\"button button--primary gate-5f1c0856-185b-4919-82c4-e699036bf165\"\n\t\trole=\"button\"\n\t\tdata-button-location=\"content_area\"\n\t\thref=\"#gate-5f1c0856-185b-4919-82c4-e699036bf165\"\n\t>For detailed advice on why and how to become a Human Firm, download our essential guide and checklist<\/a>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"three\">Phase 3: Be human as you grow and scale&nbsp;<\/h2>\n\n\n\n<p>A <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2021\/09\/28\/how-the-pod-structure-can-save-a-company\/\">pod structure<\/a> is about making\u202fsure the\u202fright\u202fteam\u202fis there to support\u202fthe\u202fclient in the right way to deliver the right client touchpoints.\u202f<\/p>\n\n\n\n<p>A typical pod structure within an accountancy practice can look like this:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"486\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/01\/Human-Firm-pod-structure-1024x486-1.jpg\" alt=\"Pod structure chart\" class=\"wp-image-10703\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/01\/Human-Firm-pod-structure-1024x486-1.jpg 1024w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/01\/Human-Firm-pod-structure-1024x486-1-768x365.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>In accountancy, pods should deliver\u202falmost\u202feverything\u202fthat\u202fa\u202fclient\u202fneeds\u202fexcept for payroll. <\/p>\n\n\n\n<p>Giving clients access to a wider service within the practice through the client manager eliminates the client\u2019s confusion about who they should speak to.<\/p>\n\n\n\n<p>Pods foster\u202fcollaboration\u202fand\u202fcommunication\u202facross\u202fareas\u202fof expertize and the practice. <\/p>\n\n\n\n<p>They\u2019re\u202fmore\u202fagile,\u202fnimble,\u202fand\u202fadaptable,\u202fwhich\u202fmeans\u202fthe right people can respond to clients quickly. <\/p>\n\n\n\n<p>They make\u202fit\u202feasier\u202fto\u202fwork\u202fcross-functionally,\u202fallowing\u202fpeople with complementary skill sets to work together, and promote a full understanding of the client\u2019s personal and business needs, priorities, values, and goals.<\/p>\n\n\n\n<p>There is no better way of growing a team than internally.\u202fCreate jobs so people can move around and be promoted effectively, and provide clarity and transparency on career goals, progression milestones, and training.&nbsp;<\/p>\n\n\n\n<div class=\"single-cta gated-content\">\n\t<div class=\"single-cta__positioner\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">The Human Firm<\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p>Discover how you can turn your accountancy practice into a Human Firm by downloading our essential guide and checklist.\u00a0<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-5f1c0856-185b-4919-82c4-e699036bf165\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Download your free guide<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1283894303-1440x810.jpg\" class=\"single-cta__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1283894303-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"four\">Phase 4: Embrace technology to become more human&nbsp;<\/h2>\n\n\n\n<p>The accountancy sector has been strangely slow to fully adopt <a href=\"https:\/\/www.sage.com\/en-ca\/accountants\/\">cloud accounting<\/a>.\u202f<\/p>\n\n\n\n<p>This leaves great potential opportunity for practices that do so now and is a long-term recipe for disaster for those that don\u2019t.<\/p>\n\n\n\n<p>Without\u202fcurrent\u202fdata, you can\u2019t use tools to uncover valuable insights.\u202fWithout these, you can\u2019t provide useful information to your clients, meaning they\u2019re likely to go to practices that can.<\/p>\n\n\n\n<p>Great\u202fdata\u202fdelivers\u202fnothing\u202fon\u202fits\u202fown. You need processes\u202fthat\u202fenable\u202fgreat\u202fcommunication\u202fbetween\u202fyou and your clients.\u202f<\/p>\n\n\n\n<p>Setting up this communication with good control of tech-people interactions and in ways that\u202fhelp\u202fdeepen\u202four\u202funderstanding\u202fof\u202fyour\u202fclients\u202fwill make your mutual relationship grow.\u202f&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"final\">Final thoughts<\/h2>\n\n\n\n<p>You care deeply about your clients, so show it.\u202fDifferentiate yourself through purpose-driven processes, strong client relationships, and a human-centric approach.&nbsp;<\/p>\n\n\n\n<p>Make changes and develop to demonstrate it more.\u202f<\/p>\n\n\n\n<p>Think\u202fabout\u202fyour practice,\u202fits\u202fpurpose, and\u202fwhere you\u202fare\u202fgoing.\u202fLook at the processes supporting properly good quality data.\u202f&nbsp;<\/p>\n\n\n\n<p>Start on the path to becoming a Human Firm today.<\/p>\n\n\n\n<p><em>Editor\u2019s note: This article was published in October 2023 and has been updated for relevance.<\/em><\/p>\n\n\n\n<div class=\"single-cta gated-content\">\n\t<div class=\"single-cta__positioner\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">The Human Firm<\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p>Discover how you can turn your accountancy practice into a Human Firm by downloading our essential guide and checklist.\u00a0<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-5f1c0856-185b-4919-82c4-e699036bf165\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Download your free guide<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1283894303-1440x810.jpg\" class=\"single-cta__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1283894303-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n\n\n<div class=\"single-cta\">\n\t<div class=\"single-cta__positioner\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">Subscribe to the Sage Advice Newsletter<\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p class=\"cta-content__title\">Get a roundup of our best business advice in your inbox every month.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-8949a954-88b2-43bb-8b8a-77c53eb34350\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Subscribe<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1073797282-1440x810.jpg\" class=\"single-cta__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1073797282-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Learn how and why the accountancy practice of the future is all about people, and how you can make that happen.<\/p>\n","protected":false},"author":1118,"featured_media":8116,"menu_order":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_sage_video":false,"post_featured_image_hide":false,"footnotes":""},"categories":[16],"tags":[162,265,288],"business_type":[6],"lilypad":[],"context":[],"industry":[],"persona":[],"imagine_tag":[34,287],"coauthors":[323],"class_list":["post-10672","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth-customers","tag-accounting-101","tag-how-to-grow-your-business","tag-the-human-firm","business_type-accountants"],"sage_meta":{"region":"en-ca","author_name":"Jessica Leyshon","featured_image":"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-88308806.jpg","imagine_tags":{"34":"Accountants","287":"The Human Firm"}},"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"Sage Advice Canada English","distributor_original_site_url":"https:\/\/www.sage.com\/en-ca\/blog","push-errors":false,"_links":{"self":[{"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/posts\/10672","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/users\/1118"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/comments?post=10672"}],"version-history":[{"count":0,"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/posts\/10672\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/media\/8116"}],"wp:attachment":[{"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/media?parent=10672"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/categories?post=10672"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/tags?post=10672"},{"taxonomy":"business_type","embeddable":true,"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/business_type?post=10672"},{"taxonomy":"lilypad","embeddable":true,"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/lilypad?post=10672"},{"taxonomy":"context","embeddable":true,"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/context?post=10672"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/industry?post=10672"},{"taxonomy":"persona","embeddable":true,"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/persona?post=10672"},{"taxonomy":"imagine_tag","embeddable":true,"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/imagine_tag?post=10672"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.sage.com\/en-ca\/blog\/api\/wp\/v2\/coauthors?post=10672"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}