Why Do Clients Stay? (Ideas from the AAM Conference)
During an interesting session at the June Association for Accounting Marketing's Annual Conference, the speaker noted that the top factors driving client loyalty are not always what thye CPA firm ight expect. In his experience, clients most value:
-Continuity of team members
-Quality service and people skills
-Access to lead partner
-Depth of technical knowledge
-Understanding of the company and the industry
If these are NOT areas where your firm is placing an emphasis, you might want to re-think your approach to cient servcie based on the current research!
Sally Glick, CMO, Principal, Marketer of the Year in 2003 and AAM Hall of Famer in 2007, will lead a lively discussion of the constantly expanding roles of marketing and the professional marketers that drive this initiative in accounting firms of all sizes.