In the accounting industry, numbers may be the backbone of your business, but customer service is the heart. Clients expect accuracy and compliance as standard – what makes them loyal is excellent customer service at every stage of their journey. Accountancy services have multiple customer touchpoints, from awareness right through to advocacy. Each and every moment directly impacts client satisfaction – but are you making the most of them?
To improve customer touchpoints, accountants should first map the customer journey and then use client feedback to understand the pain points and needs at each stage. Then, they can focus on enhancing key interactions with personalised, responsive and consistent customer service.
Accounting firms that prioritise customer experience (CX) can gain a powerful competitive advantage by differentiating themselves from firms that focus solely on compliance and box-ticking. In this guide, we’ll explore how accountants can improve every customer touchpoint to build customer loyalty and drive repeat business.
If you are an accountant reading this, you clearly understand the importance of CX to business success. This is excellent news! By partnering with Think Wow, we can help refine your customer journey, boost client loyalty, and gain a competitive edge. Contact us today for a chat, and let’s see if we are a good fit.
How does improving client touchpoints help with customer experience?
Every customer interaction is an opportunity to reinforce trust, demonstrate value, and strengthen customer relationships. A smooth, positive experience means better customer retention, loyalty and advocacy.
Advantages of a CX strategy for UK accounting firms
Improved customer retention
For accountants, customer retention isn’t just about keeping clients; it’s about growing with them. Many businesses start small, but with the right financial guidance, they scale up, become more profitable, and need more complex services. A startup with basic bookkeeping today could become a multi-million-pound company needing strategic tax planning, compliance, and financial forecasting tomorrow.
Upselling opportunity
When clients feel valued and understood, they’re more open to hearing about additional services that could benefit them.
Rise above the competition
With tens of thousands of accountancy firms to choose from in the UK and physical location no longer a boundary, it’s essential to stand out to attract new clients. A firm known for excellent service does just that. When clients rave about how easy you make things, referrals and reputation do the marketing for you.
Referrals
Referrals are a powerful source of new business in the financial services industry. People trust real experiences over sales pitches. When clients have a great time working with you, they’ll happily sing your praises. Give your clients a reason to recommend you, and you’ll turn happy customers into your biggest brand ambassadors.
Enhanced brand and credibility
A strong customer experience (CX) strategy helps a reputation as a trusted, client-focused firm. In an industry where trust is everything, consistently delivering excellent service enhances your credibility and positions your firm as a go-to expert.
Improved efficiency
A well-designed customer journey isn’t just great for clients – it also makes life easier for your team. Less back-and-forth means more time to focus on meaningful work.
Save time on client queries and support
A clear, upfront process means fewer misunderstandings and less back-and-forth. That means happier clients and a more productive team.
Ultimately, paying attention to your customer touchpoints means you’re providing customers with the service they expect and ensuring your accounting firm stands out from the competition.
What are the client touchpoints for an accounting firm?
A customer touchpoint is any interaction a client has with your firm. This includes both direct and indirect experiences – so it’s more than just the moments when you’re actively providing your services.
Let’s look very broadly at each stage of the customer journey for an accounting client and identify some of the touchpoints:
1. Awareness and consideration stages
- Online presence – website, Google search, social media, blog articles/guides, live chat, contact forms
- Local networking events or business expos
- Word of mouth
2. Decision stage
- Booking a consultation or discovery call
- Receiving a quote and reviewing the contract
- First invoice/payment processing
3. Onboarding stage
- Welcome email
- Introduction to the team
- Onboarding checklist (document submission, software setup)
- First client meeting
- Access to accounting software (e.g., Xero, QuickBooks)
- Training on financial processes
4. Service and support stage
- Regular financial reporting and tax filings
- Email/phone calls to the client and/or their finance department
- Proactive advice
- Monthly or quarterly reviews
- Updates on regulatory and tax changes
- Complaint handling
5. Retention and loyalty stage
- Regular check-ins, client feedback surveys
- Referral incentives
- Exclusive client events
- Upselling additional services
- Addressing concerns and issues
By mapping out and understanding what happens at these multiple touchpoints, you can identify areas for improvement and add value.
5 ways to improve customer touchpoints as an accounting firm
To get you started, here are practical ways to improve customer service and enhance your firm’s customer experience.
1. Review your online and social presence
First impressions count. Many existing customers and potential clients will check your website and social media before even making an enquiry. If your online presence isn’t accessible, engaging, and professional, you could be losing business before you even speak to a client.
- Ensure your website is clear, easy to navigate, and mobile-friendly.
- Provide useful content that answers common questions.
- Be active on social media, responding to comments and messages promptly.
- Adopt an SEO for accountants strategy to help you improve online visibility and provide a great user experience.
A well-managed online presence not only helps attract new clients but reinforces your brand and positions you as a trusted industry voice.
2. Regular client meetings along the customer journey
Clients appreciate a proactive approach, not just a once-a-year check-in at tax time. Scheduling regular client meetings throughout the customer journey shows commitment to their business and financial goals.
- Set up structured check-ins to review financial progress.
- Offer personalised advice based on their data.
- Make meetings convenient – in-person, via Zoom, or over the phone.
Consistent, proactive communication helps build trust and improves customer relationships.
3. Handling issues and complaints
Complaints should always be viewed as useful, and how you handle them can make or break customer satisfaction. A well-managed complaint can actually strengthen customer loyalty, turning a frustrated client into a loyal customer.
- Acknowledge the issue quickly and show empathy.
- Investigate thoroughly and provide a clear resolution.
- Follow up to ensure the client is satisfied.
- Use customer feedback to refine internal processes and avoid future issues.
Great problem-solving demonstrates good customer service and a commitment to continuous improvement.
4. Tailor your accounting services
Not all clients have the same needs, so why offer a one-size-fits-all approach? By personalising your accounting services, you can exceed customer expectations and stand out from competitors.
- Offer flexible packages to suit different business sizes.
- Provide value-added services beyond standard compliance.
- Use data-driven insights to offer strategic advice tailored to each client.
When clients feel like they’re getting a service made just for them, they’re more likely to remain loyal customers and refer others to your firm.
5. Foster long-term relationships
Strong customer relationships are the key to repeat business, referrals, and a higher net promoter score. Instead of focusing solely on transactions, invest in long-term client success.
- Celebrate client milestones and successes.
- Keep in touch beyond year-end with useful insights.
- Show appreciation with thank-you notes, discounts, or exclusive perks.
Building relationships based on trust and customer success ensures your firm is seen as a valuable, long-term partner.
Not sure where to start? Contact Think Wow CX consultants
To improve customer service, you need to do more than just be an expert in your field. It’s about creating a consistently good experience that makes your clients want to stay with you for the long haul.
At Think Wow, we help accounting firms refine their internal processes, enhance customer engagement, and improve customer experience to drive real business growth. Whether you need help with soft skills training, improving client experience, or boosting your customer satisfaction, we’re here to help.
Ready to take your customer experience to the next level? Contact Think Wow today.
