SME insight: the importance of communication and human connection

In association with Insight 101

From crisis mode to a sustainable strategy

PracticeWeb, working with Insight 101, conducted a survey to find out how SMEs feel their accountants have performed during the COVID-19 crisis.

Our collaboration was driven by a desire to understand the emotional aspects of these relationships and what that might say about brand and identity.

This insight report will help accountants:

  • Understand how the desire for value-driven-organisations has affected the client-accountant relationship.
  • Identify areas for improvement in how best to communicate with clients.
  • Start conversations about what might come next based on lessons learned in recent months.
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      About this report

      This report was created by Mike Crook, Managing Director of PracticeWeb and Philippa Haynes, Founder of Insight101.

      This report is part of PracticeWeb’s ongoing series of check-ins with small and medium-sized enterprises (SMEs) designed to provide up to-the-minute readouts of the mood.

      The results offer reassurance that many accounting firms are getting this right. Their clients have a renewed sense of loyalty and more than a third of those surveyed are now more likely to recommend their accountant to peers.

      They also highlight areas for improvement – how good were you at picking up the phone and finding time to talk to your clients? Only a third of respondents said their accountants had called them rather than relying on email.

      Perhaps most importantly, though, this survey starts a conversation about what might come next.

      How might the lessons we’ve learned in recent months translate into a new, sustainable approach to client communications?

      About Insight 101

      After 25 years working for global brands, Philippa Haynes set up her brand consultancy, Insight101, to bring expertise into professional practices.

      Insight 101 was founded from its passion to help businesses find their true brand identity and their rational of being in business. We want to effect massive change in your business, bringing clarity and direction to your marketing and have those customers hooked.

      “I believe that putting the customer first should be everyone’s top priority in business. Customers expect more from us than ever before. That’s why I founded Insight101, because I’ve seen the impact good brand strategy has, both on customers and leaders.”

      Philippa Haynes

      Founder of Insight 101

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