Harvard Business Review is one of our go-to sources of solid research and new ideas. Yet again, here’s an article published today that got the INSIDE Public Accounting team thinking: Are You Tracking the Customer Service Metrics That Really Count?
Client experience is getting more and more attention from accounting marketers, who are looking for “surprise and delight” differentiators in a profession where many CPA firms sound the same.
How to track how customers feel about their interactions with the firm or company? This article asks whether leaders are looking at internal metrics that measure what employees are experiencing, not what customers or clients are experiencing.
The authors suggest that “organizational indifference” is common but can be overcome with pilot projects, or limited experiments to discover potential breakthrough innovations. Though not targeted at accounting professionals, it’s instructive to see what’s happening in other industries. Check out their three-point plan for developing “testbed projects.”