Despite the myriad of ways accountants can communicate today, one of the main reasons they lose clients is lack of communication. But how much is enough?
The first thing to do is to broaden the definition of “contact.” Millennials are today’s largest generational segment and, for them, mobile apps, websites, texts and e-mails are the main points of contact. As such, social media websites like LinkedIn and Twitter need to be part of the technology in your client contact mix.
Although it’s counterintuitive, you need to discount statements by clients who indicate they don’t want to be contacted. As a New York financial services manager explained, “Under the right circumstances, no one doesn’t want to be contacted.” The key is playing by their rules.
For years, the standard in the financial services industry has been that clients consider they are getting good service if they receive six or more meaningful contacts a year. Sometimes contacts are perceived as sales calls or frivolous.
A meaningful contact is one where the client feels they have learned something or are more knowledgeable after that conversation or connection. Today, clients are concerned about the impact of changes to the tax law, they want to know you are on top of the situation.
Even if you called a client just to tell them they are fine based on their current situation, this relives a level of anxiety and they would feel this was a meaningful contact.
What is a Contact?