The power of client surveys for accountancy firms

Client surveys offer a direct pathway to understanding client needs. Mary Cloonan outlines how they can help to foster loyalty, innovation and growth

Understanding clients deeply is crucial for any professional services firm aiming for long-term success. The client survey is one of the most effective tools for achieving this goal.

Before your organisation sends out a survey, however, you should get to know the potential benefits and learn how to get the best results.

Listening to understand

Client surveys provide a direct line to your clients' thoughts and feelings. By asking thoughtful questions about their satisfaction, preferences and pain points, you can gain valuable insights that are seldom accessible through regular interactions. This allows you to tailor your services more closely to their needs.

Proactive engagement

Surveys are a powerful tool to help uncover unmet needs and opportunities for improvement.

Clients often have evolving needs that might not be immediately apparent. You can identify these shifts through regular surveys and adapt your services and resources accordingly.

This proactive approach ensures that your firm remains relevant and valuable to your clients, strengthening your relationships.

Enhancing client retention

A firm’s willingness to listen to and act on client feedback can bolster client retention. When clients see that their opinions are valued and lead to tangible changes, their loyalty increases.

This reduces churn and turns satisfied clients into advocates, amplifying your firm’s reputation through word-of-mouth and referrals.

Driving business development

Client feedback is a goldmine for business development. Surveys can reveal new service opportunities or potential areas for expansion you might not have considered.

Additionally, understanding common challenges your clients face can guide the development of new solutions, positioning your firm as a proactive and innovative partner.

Promoting a culture of learning

Conducting client surveys regularly fosters a culture of continuous improvement within your firm and your team to be open to feedback and dedicated to enhancing client satisfaction.

This culture not only improves service quality but also keeps your firm agile and responsive in a competitive market.

Building trust through engagement

Asking for your clients’ views through surveys demonstrates your commitment to their success, how your firm values their input, and how you are dedicated to enhancing their experience.

This transparency builds trust, a critical component of any long-lasting client relationship.

Survey tips

To maximise the benefits of client surveys, consider the following best practices:

1. Keep it short and focused: Long surveys can be daunting. Keep your surveys concise, focusing on critical areas of interest to ensure higher response rates.
2. Use clear and simple language: Avoid jargon. Use straightforward language to ensure clients can easily understand and respond to your questions.
3. Incorporate quantitative and qualitative questions: To gather comprehensive feedback, use a mix of rating scales and open-ended questions.
4. Act on feedback promptly: Show clients their feedback matters by implementing changes and communicating these improvements.
5. Follow up: After making changes based on survey feedback, follow up with clients to let them know their input made a difference. This reinforces their value to your firm.

Embrace surveys

Incorporating client surveys into your firm’s strategy is a wise move that pays dividends in client satisfaction, retention, and overall business growth.

By actively seeking and acting on client feedback, you position your firm as a client-centric, innovative, and responsive partner. This strengthens existing relationships and paves the way for new opportunities and long-term success.

In the competitive landscape of today’s market, understanding and responding to your clients’ needs is not just an advantage—it’s a necessity. Embrace client surveys as a vital tool in your accountancy firm, and watch your firm thrive.

Mary Cloonan is Founder of Marketing Clever