Client delivery excellence
How measuring customer service impacts performance
Reputation is at the heart of Praxity’s strategy. We know that our firms’ clients report overwhelmingly positively on their experiences. Our partnership with ClearlyRated aims to turn that goodwill into real, verified data for our members to use in pitches, presentations and in the marketplace. When our member firms know what their clients think about them and their service, they can retain happy customers, improve relationships with unhappy ones and, with robust supporting data, advertise their services to the world.
Accounting firms that survey more frequently have more satisfied customers
When accounting firms survey more frequently, they are better able to respond to feedback and improve their service. The data shows that a more active approach to gathering customer feedback leads to better service outcomes.
Accounting firms are more likely to attract detractors and negative opinions when they don’t survey their clients
Detractors
Never received a survey
Promoters
Never received a survey
Accounting buyers are 50/50 on commitment to their current provider
Very few are actively looking for other providers, however almost half are open to better offers. The other half are generally committed to both the firm and their primary contact there. This finite patience is something that can really work for firms offering quality service; loyalty is hard won, but tends to last.
Shorter surveys work
Everyone’s time is precious. A short survey can maximise response rate, but users need to balance that brevity with the need to get good, solid data.
of people are likely to answer a survey that is 3 questions long
of people are likely to answer a survey that is 10 questions long
of people are likely to answer a survey that is 20 questions long – a huge drop off
In addition to this, 92% are likely to respond to an email survey, whereas only 60% said they were likely to respond to one sent by text message. It seems that 10 questions is around the sweet spot – a good response rate, but enough space to ask some searching questions.
% surveyed their clients more than once:
Big 4 (Deloitte, E&Y, KPMG, PWC)
Large, national or multiregional
Mid-sized, regional
Small, local
More than anything, this seems to indicate that time and capacity are an issue when committing to CX measurement. This is why ClearlyRated offers several ways of engaging with your client base with a scalable approach, eliminating firm size as a barrier. Smaller, local firms can often offer incredible service to their clients, so being able to leverage this could be very powerful.
Opportunities multiply when they are taken
"Investing in robust customer experience metrics like NPS is crucial for demonstrating our commitment to clients. These measures not only guide action; they provide a point of difference in the marketplace, both to prospective clients and prospective talent."
Rebecca Pomering, Partner, Moss Adams
As CX measures mature, positive impacts can increase exponentially. The snowball effect of positive feedback can sustain and accelerate growth, as reputation grows, and private opinions become publici. Datasets show greater client retention as well as greater employee satisfaction, as a firm’s good reputation attracts talented individuals and encourages them to stay.
of accounting firms say they have identified at-risk clients because of ClearlyRated
of firms report that the ClearlyRated platform delivers a positive ROI
The average growth rate of the top 500 accounting firms that work with ClearlyRated is 18.9%
of accounting firms say that working with ClearlyRated helps differentiate them from the competition
Praxity’s partnership with ClearlyRated offers a holistic solution to measuring client experience, helping our member firms maintain their edge. Their verified, third-party tools begin with a simple upload of your anonymised data, putting veracity to your marketplace repute and ensuring that your clients have their voices heard.
Member firms wishing to get involved with the CX programme please contact executiveoffice@praxity.com