Measuring your firm’s client satisfaction using NPS
A key characteristic that differentiates your accounting firm from your competitors is the way you treat and serve your clients. Happy clients are much more likely to stay with your practice long-term, and they’re also likely to provide you with referrals—one of your best methods of client acquisition. This makes knowing the satisfaction of your clients pivotal if you have ambitions to grow.
While there is no single metric that will tell you everything you need to know when it comes to client satisfaction, the Net Promoter Score (NPS) is your best place to start. This is a tool that measures the experience your clients have with your practice to predict your firm’s potential for growth. And this is all measured by asking your clients one simple question:
How likely are you to recommend our accounting practice to a friend or colleague?
This question goes beyond just a client’s satisfaction, it learns what action they would take based on their experience with your practice. Many companies across various industries including Intuit, Apple and Tesla use NPS to improve their profitability, and it’s becoming increasingly adopted amongst accounting firms.
These are the steps you can follow to use NPS in your accounting practice.
Step 1. Capturing
Begin by identifying clients to answer the question, "How likely is it that you would recommend our company to a friend or colleague?” on a scale of 0-10. You should also ask for a reason behind why the give you the rating.
The easiest way to capture this is to use a survey tool such as SurveyMonkey or Typeform, or if you use Karbon, Client Tasks.
As for when to ask, you have several options, each with their own advantages:
End of a project or deliverable: the most logical place to start because your client has had a chance to see your work from start to finish. For the client, it will also feel like an appropriate time to give feedback.
End of a client call, resolution or office visit: in a follow-up email include a link and ask if they would mind filling out a short 1-2 question survey.
Beginning of a formal client relationship: this will measure client satisfaction at a relationship starting point to compare to further on. It will also tell you how your team performs at the prospecting, sales, or onboarding phase.
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