What’s the customer experience for accountancy firm clients today?

When most people think about their accountants, great customer experience probably isn't the first thing that springs to mind. Efficient? Hopefully. Reliable? Ideally. But memorable service? For many clients, that's still a work in progress.

Yet, as the accountancy industry evolves, facing everything from Ai to cloud software to rising client expectations, customer experience is no longer a nice-to-have. It's the reason clients stay. And just as importantly, it's the reason they leave.

In our experience, clients stay when they feel genuinely looked after. Perhaps that's why we have such a high client retention rate. Indeed, some clients have been with us for four generations of the same family. It's clear that firms like ours who retain clients year after year tend to have a few key traits in common.

They're proactive, not reactive, flagging issues before they become problems and offering ideas that help clients plan, not just report. They speak in plain English, not financial jargon and they make things easy, from digital signing to fast responses. Above all, they care. They remember details. They check-in regularly. They're available when they're needed most. And that personal touch makes all the difference.

But even firms that are technically solid can lose clients. Why? More often than not, it comes down to communication. Clients get frustrated when they have to chase, when emails go unanswered, or when they feel like a number in a queue. A lack of personal connection can make the whole experience feel transactional. And when the relationship never goes beyond year-end compliance, it's easy for clients to wonder whether they're really getting any added value, or whether another firm might offer more.

Firms with the highest retention rates are doing a few things really well. They set expectations clearly from day one, on everything from timelines to who's responsible for what. They offer consistency, often with a dedicated point of contact, so clients don't feel like they're starting from scratch every time. At GSM our partner-led client teams ensure that knowledge, advice and communication are priorities. We use tech to enhance, not replace the human relationship. Most importantly, we listen before we advise. There's no one-size-fits-all in accountancy and firms that tailor their support to each client's unique goals and pressures will build real loyalty.

Ultimately, great service is what separates average firms from outstanding ones. It's about being responsive, human and genuinely invested in our clients' success. To hear more, contact GSM today for a no-obligation meeting on 020 7935 3793