professional firms – Cooper Mann Consulting

January 30, 2014March 10, 2015

Client Experience and Perceived Value: It’s Looking Cloudy for Accountants Working with Small Business

Every day it seems there is another professional accounting or bookkeeping firm asking questions about how to get new clients for their new “online accounting” business. Most of these professionals are likely missing the point that their current clients are probably already looking at online accounting solutions and services. Just like in the days when QuickBooks was beginning to take the lead in the market; today’s increasingly popular online accounting solutions are gaining popularity with the direct users, and are bringing those solutions to the professional community (not the other way around). Professionals who wish to build their businesses on what the market demands would do well to recognize that the push to the cloud coming from their clients is a reflection of past activities, and firms riding the wave are much more likely to see success than those fighting it.

In reflection, remember that QuickBooks, unlike the other business accounting and financial products at the time, was a retail product marketed to and sold via retail and direct-to-customer outlets rather than via a channel or reseller approach. At that time, State of the Art Software (which became Peachtree and then Sage 50) was the solution preferred by most accounting professionals, yet more and more small business owners would come to the professionals with the QuickBooks product already in hand, so accountants threw up their hands and adopted (if not embraced) the software. Over the years, QuickBooks became the “go to” software for small business accounting, and many professional firms didn’t just gear up to work with it, but went as far as developing standards and practices based on the product.

With the introduction of high-speed broadband access, business Internet connectivity and affordable remote/mobile service, businesses are now finding that their options for shopping for, purchasing and implementing various solutions to business problems is possible at any time and from anywhere. Even more, social computing and the blurring of the lines between personal and business use has made it all but assured that new business owners will seek online solutions where they can access business information and perform business-related activities regardless of location or mode of access. This is what they have come to expect as consumers of information and services, and the expectation extends no less into their small businesses.

Professional firms must recognize that these evolving paradigms represent opportunity, taking advantage of cloud-based, real-time collaboration models to provide more timely value to their clients. Where the more traditional on-premises and paper-based models have flourished, the online working models representing lean process and sustainability become the focus.

The movement to the cloud for small business accounting started with the consumer, who ultimately became the small business, and who may eventually become the big business. The professionals who recognize the value of and wisely adopt cloud technologies and online application services in their businesses – specifically in terms of how they work with clients and deliver value – are the firms which recognize that the client experience and perception of value delivered are the most important elements of all.

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November 11, 2013

Lawyer Immunity from Delivering Customer Value is No More

All indications are that business and revenue growth for law firms is no longer a function of head count. As with other professional service providers, lawyers are experiencing increased competition from a variety of new sources, and client demands and needs are changing as society adopts and embraces technology, social computing, and self-service solutions. The problem is that many partners and firm leaders don’t really know what do to about it, and are attempting to fuel continued growth of revenues and profitability while essentially maintaining status quo.

Looking to reduce costs and pushing for more billable hours is standard fare among firm managers, yet the results to be gained from these efforts have pretty much reached their maximum potential. You can only cut so much, and you can only work your people so hard. Unfortunately, many partners and managers simply look away from the problem and continue along the path that has been successful in the past. But growth has slowed, revenues have not grown as expected, and firms are literally being forced to adjust to market forces or go out of business. It’s just too competitive and the pace of change is too rapid. There is no immunity for lawyers in this changing market – service quality and value must improve.

Instead of taking the legacy approach of hiring more people so they can bill for more hours, successful firms are taking a few queues from other professional service providers and are recognizing that individualized client service, consistently high-quality and timely service, and service priced commensurate with the value delivered are at least parts of the solution.

There is quite a lot that law firms and accounting firms have in common, particularly when it comes to the fact that most of these entities are viewed – perhaps rightly so – as being “old school”, with a managing partner or board with intractable views and grey hair. Lawyers, like accountants, are inherently wary of new-fangled concepts and wild ideas. They’re a cautious bunch, and tend to be resistant to change. Yet accounting professionals are beginning to embrace new tools and new ideas when it comes to delivering service and value, and forward-thinking law firms are following suit.

For successful firms, the focus is on the client and the value delivered – on internal process improvements and a better value proposition for the customer – not on the billable hour. Yes, there are investments required. The firm must invest time most of all. It takes time to get everyone educated about issues the firm is facing in the changing marketplace. Unless everyone knows what they’re up against, there will be continued resistance to new ideas and concepts. It also takes time with clients to understand their needs, which is the essential element to delivering service valuable to them. And it takes time to develop and nurture a long-term vision, recognizing that the vision may change as conditions change, and that regular monitoring and adjustment may be necessary.

Investing time and consideration in these areas is the key to delivering customer (and shareholder) value. The result is satisfied and loyal clients, repeat business and increased growth and profitability. Rather than viewing this brave new world as a challenge to the firm’s traditional model, it should be viewed as the opportunity to deliver new and greater value to the firm’s customers.

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Read more about providing Client Solutions, not just Professional Service
Read more about Taking a Holistic Approach to Cloud-Enabling Your Law Firm
Read more about using the cloud to extend “connectedness” beyond traditional boundaries

June 3, 2013

Client Solutions, not just Professional Services

Accounting Professionals serving a small business client base are struggling to find ways to demonstrate the value of the services they provide, yet many firms remain focused exclusively on their own processes and improving profitability therein rather than looking “outside the box” to see how they might involve the client in the discovery. The obvious element which these firms are not addressing is the client user, and how a direct participation by the client becomes the foundation for internal process improvement. After all, a lot of what accounting professionals are battling against is perceived value. If the client were to be a more direct participant, the value of the work and the tools which support getting it done could provide a more tangible or visible aspect and increase the overall value perception of the client.

It is easy to say “get the client more involved”, but actually doing it can be the real challenge. Professionals are recognizing this reality as they attempt to engage client users in online portals for document exchange and by providing application functionality which is supportive of the accountants’ processes. While some professional firms are experiencing success with this approach, many other firms are not. There are likely a variety of reasons why some firms have more success than others in getting clients to work with their online tools, but I believe there are two key elements which impact success: accountant-centric focus, and provider lock-in. Whether these elements work to the firms’ advantage or not depends solely upon the specifics of the service model and client market being served.

Accountant-centric focus

Most accounting professionals recognize that paperless approaches to working with client information and documents makes a lot more sense than working with the actual paper. Particularly with the innovations in image capture, OCR and zero-entry solutions, it is logical to try to get as much of the required information transformed into useful digital data as possible. Data entry time is reduced, accuracy is improved, and the resultant information is better and more useful and may be processed more efficiently… for the accounting professional. For the client, on the other hand, it’s just another way to get information to the accountant (who is always wanting more information). The value of the deliverable – the reconciled bank account, financial report, tax return or whatever – isn’t increased. The solution often offered to the client is a solution intended to solve not the client problems, but the accountant’s. For the client, it is difficult to see this as a “solution” to any evident problem they face.

Provider lock-in

Business software customers are often commenting about how the solutions they use don’t allow easy transition to alternative products, or add-ons are only available from developer-prescribed sources. Vendor lock-in is a consideration and may be a barrier to doing business, because business owners want to know that they have the ability to change as business requirements change… whether it means changing software and systems, or whether it means changing professional service providers. As more professional service providers attempt to engage their clients in technology-based approaches to doing business, clients are recognizing that these approaches may come with “strings attached”, limiting their future choices. While it is important for the professional services firm to protect its work product, it is also important to consider the client’s position. Part of every business relationship is trust, and that trust should not be one-sided. Just as the professional trusts that the client will work with them in a legitimate manner, so does the client trust that their professional will not hold their information hostage if they elect to make a change or engage with other providers in the future. Additionally, does the system provided by the accounting firm allow the client to collaborate with their own team members or other service providers, or does it address only the interactions between the accounting pro and the client? This also represents a barrier to participation, as any given client business likely interacts with a variety of providers – many of whom are also asking that owner to implement solutions which improve their ability to do a form of e-business together.

As accounting service providers look to technology to facilitate closer and more efficient working arrangements with clients, they would do well to also consider how that technology is positioned to benefit the client as well as the professional practice. Delivering a solution which provides clients with the capability to control information access, which allows collaboration with their various service providers, and which facilitates a lean process approach for all involved could be the right answer to the problem. Perhaps this becomes the most important factor – client enablement – and focusing on solutions which address the clients’ information management and processing requirements as well as those of the firm.