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A Guide to Improving Client Relations in Public Accounting


The Accounting Industry: Can Firms Keep Up?

As the public accounting industry is becoming more advisory based and clients are expecting more from their accountants, how can firms improve their client relationships?


1. Invest in a C.R.M.!

One word: Client Relationship Manager. If you are not using one already, go purchase one! A C.R.M. will drastically improve your ability to cultivate and nurture your client relationships. In fact,83% of accountants agree that investing in the latest technologies and digitalization is necessary to keep up with the market. (Sage, 2020)


By implementing a C.R.M. software in your practice, you can track, automate, and increase efficiency in your communication with clients and future prospects. Utilizing a C.R.M. will allow you to always have a clear picture of every client to improve the customer service you are providing. It’s important to consider a C.R.M. that will integrate with your current tax software. CROFT & FROST currently uses HubSpot!


2. Invest in a Client Portal!

Since the COVID-19 Pandemic, in person meetings and appointments have become less frequent, resulting in increased adoption of Client Portal technology. Not only has client portal technology become more secure, but it has become more user-friendly!

Providing your clients the option to send and receive information through a client portal decreases the chances of losing important client documents and lessens the chances of compromising client data. (Definitely not good for the relationship). It also allows the client to gain back time, energy, and effort by giving them the option to provide the firm everything in order to fulfill the services from home, without compromising security of their personal and financial information. Client Portals allow both parties to access the same information at the same time, resulting in increased customer service capabilities and improved client communication, trust, and peace of mind. CROFT & FROST currently uses ShareFile.


3. Invest in a Sales Force!

Investing in a Sale Force is still very unconventional in the public accounting industry. However, there are many reasons you should consider implementing a sales force in your accounting firm (read this blog to learn more about why you should consider implementing a sales force in your Accounting Firm https://www.croftandfrost.com/post/changing-the-game).


By employing individuals to develop new business and cultivate existing relationships, you are adding value to the client to have a “go to” customer service representative outside the level of service provided by the tax preparation and operation team. CROFT & FROST uses their sales force to create new client relationships and cultivate existing relationships.


By: Claire Monar, Communications Director at CROFT & FROST















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