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The pandemic has seen client satisfaction rise, as accountants have toiled to help their clients make critical decisions, taking on an expanded business advisory role for business leaders in distress, new research shows.
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Client satisfaction a pandemic silver lining: HLB Mann Judd
09 September 2021
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12 minute read
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New research conducted by Melbourne-based customer experience consultancy firm, Client Culture, shows that the pandemic has driven a rise in client satisfaction for accountants, who have found new ways to offer added value to their services over the last two years.
The research analysed client sentiment among clients who have engaged with accountants across the HLB Mann Judd network, and found that satisfaction rose from a net promoter score, or NPS, of 73 in 2019, to 86 in 2020, after lockdowns took hold.
Tony Fittler, Australasian chair of HLB Mann Judd, said many of the network’s accountants have become the first port of call for their clients throughout the pandemic, and improving satisfaction offers testament to the network’s service focus.
“We have spoken with many business owners who have been concerned about the viability of their operations as a result of the pandemic,” Mr Fittler said.
“For many, the first port of call is their accountant, who is in the best position to take stock of their position – including any liabilities and losses – and devise an appropriate strategy.
“The fact most of these clients see real, tangible value in this service and what it means for the long-term longevity of their businesses shows the value of our long-standing commitment to client service.”
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Client Culture’s latest research comes after a torrid 18 months for the profession, having had to deal with JobKeeper, the cash-flow boost and other support programs last year, and contending with a raft of state and territory support grants this year.
According to Client Culture’s new research, the profession’s ability to adapt to ongoing advisory engagements has paid off. It found that client loyalty as at mid-2020 reached record highs, as clients were hesitant to move on from existing relationships with their advisers.
Mr Fittler said his network’s advisers worked hard to refine their services and work on deepening client relationships throughout the pandemic, largely on the communication front.
“Often it’s as simple as a partner taking the time to pick up the phone and call a client to check in and see how the business is going,” Mr Fittler said.
“The unplanned nature of these conversations is shaking out issues and concerns that would otherwise go unnoticed.
“Partners and their teams have worked tirelessly over the past year to help keep their clients afloat and provide them with professional, expert advice.”
He said communication and responsiveness are key components to delivering quality service and adding value, as most firms have come to cover the same bases and offer the same services.
“Even a quick email or message acknowledging the request or scheduling a time to call back can make a big difference,” Mr Fittler said.
“The advice also needs to be delivered in a way that the client understands, and the issues being addressed need to be important to the client.
“Trust is also key. Loyalty and trust are the two biggest components as measured by the NPS that have increased significantly during COVID.
“Clients need to trust that you’re doing the right thing by them; if you say you’re going to do something, you do it, and you deliver on time. When people have trust, they have peace of mind, which is more important now than ever.”
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