{"id":8372,"date":"2021-07-02T11:59:44","date_gmt":"2021-07-02T15:59:44","guid":{"rendered":"https:\/\/www.sage.com\/en-us\/blog\/?p=8372"},"modified":"2026-02-12T04:40:58","modified_gmt":"2026-02-12T09:40:58","slug":"how-to-build-lasting-customer-relationships-at-your-accounting-firm","status":"publish","type":"post","link":"https:\/\/www.sage.com\/en-us\/blog\/how-to-build-lasting-customer-relationships-at-your-accounting-firm\/","title":{"rendered":"How to build lasting customer relationships at your accounting firm"},"content":{"rendered":"
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\n\t\t\t\t\t\t\tAccountants<\/a>\t\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t
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\n\t\t\t\t\t\tHow to build lasting customer relationships at your accounting firm\t\t\t\t\t<\/h1>\n\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t

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\n\t\t\t\n\t\t\t\t\"\"\t\t\t\tLauren Pearson<\/span>\n\t\t\t<\/a>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

In many ways, the world is a new place. The pandemic forced businesses and industries to evolve and pivot at a moment\u2019s notice, embrace the cloud, and adjust to a hybrid virtual\/in-person environment. It also affected how accountants build customer relationships.<\/p>\n\n\n\n

Accountants experienced these changes twofold, at their firms and with the clients they serve. From virtual or socially distanced business meetings, to changing how to deliver important files, or adapting to more work because of the changes in legislation around taxes or small business loans\u2014the accounting role has changed.<\/p>\n\n\n\n

But how do these changes impact how accountants can build lasting, loyal client relationships in the new normal? This article explores factors that are coming into play and how accountants can successfully navigate them to build loyalty in their client base.<\/p>\n\n\n

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4 ways to prepare for the changing landscape of building customer relationships<\/h2>\n\n\n\n

While you likely honed a communications plan during the pandemic (and spent more than one night burning the midnight oil navigating how to explain the details surrounding PPP), it\u2019s time to take a fresh look at how you build client relationships.<\/p>\n\n\n\n

This landscape includes embracing technology in new ways. While accountants adjusted to working remotely\u2013 customers changed their behaviors and technology tools as well. Here\u2019s how to prepare for what\u2019s next.<\/p>\n\n\n\n

1.      Flexibility provides a path forward<\/h3>\n\n\n\n

You might find that a new path is needed to build customer relationships, and it should involve a balanced and flexible approach<\/a>. Everyone is navigating a new reality, one that is murky at best. Is your business completely back in the office? Are your clients? Ensure you are meeting both your clients and staff where they are comfortably. Listen to their suggestions, and overcommunicate procedures with a positive, can-do attitude.<\/p>\n\n\n\n

If your business has managed to remote work successfully using tools like Zoom or Microsoft Teams, there\u2019s no doubt this can continue. Speak with your clients, ask what they are comfortable with, and make sure you are onboard and can flexibly adjust.<\/p>\n\n\n\n

2.      Accountants should formalize the customer relationships skills that got them through 2020<\/h3>\n\n\n\n

Accountants likely developed more skills building customer relationships in 2020 than they are aware of. During the pandemic, accountants and CPA were an SMB lifeline<\/a> to navigate tough financial situations. It\u2019s how your firm responded during this time that customers will remember, why they trust you, and why they\u2019ll be loyal.<\/p>\n\n\n\n

But, if you haven\u2019t already, it\u2019s time to fold these skills into your business plan. First, you need to carefully document how you advised clients. Can you record the procedures, the research hours, and the thought process and transform this into a formalized service offering? You may know which clients could use these services, but it\u2019s critically important to remember to put the customer\u2019s needs first, so make sure this is a good fit for the client before you proceed with a pitch.<\/p>\n\n\n

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3.      Customer data is still king, but make sure you\u2019re making the most of it<\/h3>\n\n\n\n

You can\u2019t build customer relationships without customer data. If your firm\u2019s customer service culture doesn\u2019t revolve around your customer relationship management system (CRM)<\/a>, it\u2019s time to fix that. After all, you want to be anticipatory of your client\u2019s needs, so you can leverage your firm\u2019s ability to quickly solve for issues that they might face.<\/p>\n\n\n\n

Make sure your CRM, email, and business intelligence systems are integrated and up to date. This will make getting the right messaging to the right customers at the right time way easier. For example, if there\u2019s breaking legislation that affects some of your small business clients, you\u2019ll be much better off if you have segmented lists at the ready for when your informational email goes out.<\/p>\n\n\n\n

To go above and beyond customer expectations, your culture should center around<\/a> finding efficient solutions for the customer\u2019s needs. With the right tools in place, your team can pull the customer\u2019s history and ensure they are getting a 360 view of factors that may affect current issues at hand.<\/p>\n\n\n\n

4.      It\u2019s time to train up the admin role at your firm<\/h3>\n\n\n\n

Embrace automation<\/a> and develop your administrative team members<\/a>. It is past time that these professionals let go of some of the manual processes eating up their days. With the possibilities AI and machine learning offer, inputting data into spreadsheets should be left in the past. Instead, your firm can \u201ctrain up\u201d these valuable team members and add more value to both their day-to-day work and your firm\u2019s customer relationship goals.<\/p>\n\n\n\n

Admin professionals can be successfully trained to interact with customers, take more project management capabilities, and spearhead the efforts of identifying which processes to automate. Align their skillsets with more strategic projects and you\u2019ll see it pay out dividends in their career development and your firm\u2019s customer relations goals.<\/p>\n\n\n\n

As client needs and expectations change in the face of shifting world realities, your accounting firm needs to be on speed dial as a trusted advisor. Implementing flexible change with the right tools, skills, and mindset will go a long way in building lasting customer relationships.<\/p>\n\n\n\n

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Putting clients first: Understanding the new normal<\/h2>\n\n\t\t\t\t\t\t\t\t\t
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Learn how to reach a new level of customer success within your accounting firm, while navigating a new landscape for accountants.<\/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\tDownload now<\/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\"client\t\t\t<\/div>\n<\/div>\n\n\n

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Subscribe to the Sage Advice Accountants newsletter<\/h2>\n\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tSubscribe<\/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\"Women\t\t\t<\/div>\n<\/div>\n\n
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Browse more topics from this article<\/h3>\n\t\t\t<\/div>\n\t\t\t
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