In today’s episode of ‘From the eLearning Trenches,’ we asked one of our learners, a graduate accountant in public practice, to consider what they could do, as a young accountant, to help the firm manage client expectations in relation to engagement, communication and proactivity.
Learner Reflection
It is important to get to know clients on a personal level, to be able to celebrate their successes together.
To help the firm manage expectations we should look beyond the performance of the business. Getting to know a client’s personal expectations and goals and how they align with their businesses.
Creating a more personal relationship with client may consist of having frequent catch ups over the phone or with coffee to identify not only how the business is tracking but how they are, their business may be more profitable than ever but is that at the expense of their family time?
Knowing how to help their businesses be successful whilst keeping in mind where you clients want to be (personally) is critical in managing expectations, ensuring your client feels heard and don’t feel as though the firms only priority is their business but that they care about the other aspects which are important to the client.
Feedback from our experts
Traditionally, the responsibility for managing client expectations, from engagement through to tax compliance and advisory services, rested with the partner or manager with main responsibility for the client. As firms have transitioned to a stronger advisory focus with clients, it’s become quite important to adopt a team approach to client relationship management, from administration to accounting and advice.
Young accountants don’t necessarily have the technical knowledge and experience to manage client relationships, but they should certainly consider what’s happening in the client’s world, even if it’s simply showing curiosity around the numbers. As they start communicating with clients through email (or phone), they have the opportunity to learn more about the client’s world. This is a great opportunity to explore what it means to think ‘beyond the numbers.’
What is your firm doing to encourage your young accountants to help the firm manage client expectations in relation to engagement, communication and proactivity.
Consider the following 3 actions for your graduate accountants:
- Understand and Communicate Engagement Details Clearly
Graduate accountants should take the initiative to thoroughly understand the scope, objectives, and deliverables of each client engagement they are involved in. This understanding enables them to communicate effectively with clients about what they can expect, timelines, and any limitations of the engagement.
Clear communication about engagement details prevents misunderstandings and sets realistic expectations from the outset. By ensuring that clients have a clear understanding of what the service entails, graduate accountants can help avoid scope creep and ensure that client expectations are aligned with what the firm can deliver.
- Ensure Timely and Effective Communication
Graduate accountants can adopt and promote the use of a proactive communication strategy with clients. This involves regularly updating clients on the progress of their work, addressing any issues or concerns promptly, and being available to answer client queries. Effective use of email, phone calls, and potentially project management tools or client portals can facilitate this process.
Proactive communication helps in building trust and transparency with clients. By keeping clients informed and addressing concerns as they arise, graduate accountants can contribute to a positive client experience, reducing frustrations and misunderstandings that can negatively impact the relationship.
- Demonstrate Proactivity in Identifying and Addressing Potential Issues
Graduate accountants should be encouraged to develop a proactive mindset, actively looking for potential issues or areas where client expectations may not align with the services being provided. They should feel empowered to bring these concerns to the attention of managers and partners, along with potential solutions or recommendations for how to address them.
By identifying and addressing potential issues before they become problems, graduate accountants can play a key role in managing client expectations effectively. This proactivity can prevent issues from escalating and ensure that the firm is always one step ahead, further enhancing client satisfaction and the firm’s reputation for reliability.
Key takeaway: Graduate accountants, though at the early stage of their careers, can play a crucial role in supporting managers and partners in managing client expectations
This assessment task and response is taken from the Graduate Accountant Induction eLearning course (assessment task 4.1). Click here to explore this course
Also, take a look at the Client Manager eLearning Course
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