Your CX strategy is all about three things:

  • The voice of the client
  • Your firm’s CX skills and resources
  • Establishing industry-based client teams dedicated to your clients’ business successes.

  • The Voice of the Client (aka client feedback)

When launching your CX program, client feedback is critically important. The basic steps or phases in building a “voice of the client” initiative include:

  • Conducting a baseline client survey and analyzing the results.
  • Rolling out the CX strategy at a partner retreat or similar firmwide venue.
  • Launching a pilot voice of the client program in one region or office and gathering client data on an ongoing basis and adjusting the plan based on findings.
  • Expanding the client feedback program to the entire firm, region-by-region or office-by-office.
  • A CX Skills and Resources Plan

Your CX strategy will succeed only if every employee is all in. Everyone counts. Everyone in the firm contributes to the program’s success, because everyone has a relentless client focus. Establishing a CX skills and resources plan is key to the CX strategy to help raise awareness and educate the firm about the elements of the client experience. The plan should include the following:

  • A CX working group and that defines and refines the client journey. 
  • CX training that is designed in coordination with your firm’s learning organization and integrated into all existing soft-skill learning programs, such executive leadership training, new manager training and trusted advisor programs.
  • Establish a CX intranet presence on your firm’s intranet platform to house resources and tools, definitions of client service standards, client journey mapping, minor and major interactions, client focus resources, and much, much more.

At first glance, smaller accounting firms may consider the sheer volume of information and strategies and the investment that comes with it, overwhelming and difficult to justify.

But, with a plan rightsized and customized to your firm, client experience excellence can

and should be achievable.


Starting with a baseline client feedback survey will help you understand where your firm stands in your client’s eyes. These valuable surveys can uncover both what your firm does well and where your energy should be invested to improve any evident weaknesses. Naturally, the CX plan should be designed with your budget and available resources and capabilities in mind. As your firm grows, your CX program can also grow. Your client experience champions (leaders) should identify low-hanging fruit, or areas where client experience improvements will be noticed and appreciated by your clients. 

  • Industry-based client teams for superior client experience

Forming industry-based client teams will enable your professionals to view clients’ businesses holistically. Teams will have insight into all of the clients’ needs and how your firm’s depth and breadth of services can help them address their business challenges and seize existing opportunities. This approach, for example, stresses the importance of identifying a client, not as an audit or tax client, but rather as a real estate or healthcare client. When the appropriate industry expertise is included on the client’s team, the most relevant services can be offered as solutions to address the client’s business challenges and help them achieve their business goals.