Why client engagement skills are just as important as technical accuracy

The emergence of complex financial products, evolving regulatory environments, and increasing expectations for personalised service have catapulted client engagement skills to the forefront.

For accountants, this means that technical accuracy is no longer enough.

Today’s generation of accountants, bookkeepers and auditors, need to understand and align with client needs, navigate their unique challenges, and offer tailored advice.

These skills have become crucial as they enable professionals to create value beyond traditional accounting services, leading to deeper client relationships, improved satisfaction, and, ultimately, a more robust career trajectory in an increasingly competitive marketplace.

But for those so well versed in communicating in numbers, switching to the world of words can be a challenge.

The impact of client engagement skills on career growth

Client engagement skills have emerged as a critical factor for career advancement in accounting.

These competencies extend beyond mere number-crunching to the cultivation of robust client relationships, offering accountants a significant edge.

Engaging effectively with clients is not only about fulfilling immediate accounting needs but also about becoming a trusted strategic advisor.

This shift is supported by industry data indicating that accountants with adeptness in client relations tend to secure higher loyalty and more referrals, directly influencing their career trajectory and job satisfaction.

A study conducted by InfoQuest  quantified the impact of client loyalty on revenue. It found that a “totally satisfied” customer contributes 2.6 times more revenue than a “somewhat satisfied” customer, and 14 times more revenue than a “somewhat dissatisfied” customer.

Client engagement therefore will likely lead to higher satisfaction and loyalty, can significantly impact the revenue and growth of a business. Additionally, satisfied clients are more likely to refer business and serve as references, which can make marketing efforts more successful​​.

For the latest generation of accountants, client engagement skills are increasingly regarded as indispensable, setting the stage for professional success in a domain where technical expertise alone no longer suffices.

Enhancing client engagement skills: A step-by-step guide

1. Develop strong communication skills

Effective communication forms the bedrock of client engagement. Beyond the basics of speaking and writing, consider incorporating modern tools like video conferencing and collaborative software to foster clear and efficient communication. For instance, using video calls allows for face-to-face interactions, even in remote work setups, enhancing the personal touch in your client relationships.

2. Build rapport and trust

Building rapport with clients involves more than just professional interactions. Show genuine interest in their businesses and industry trends. Share valuable articles or insights that are relevant to their operations. For instance, if you notice a regulatory change on the horizon that could affect their business, proactively inform them. These actions build trust and demonstrate your commitment to their success.

3. Stay informed and embrace technology

Stay ahead by keeping a pulse on industry trends, regulatory changes, and emerging technologies. Leverage modern accounting software and data analytics tools to provide clients with real-time insights into their financial health. For example, AI-driven data analysis can uncover hidden patterns in financial data, enabling you to offer proactive solutions to potential challenges.

4. Pursue relevant certifications and training

Invest in your professional development by pursuing certifications and training programs focused on client engagement. Organisations like the AICPA offer specialised courses and certificates in this area. By obtaining such certifications, you not only gain valuable skills but also demonstrate your commitment to excellence in client service to both current and prospective clients.

5. Continual self-assessment and adaptation

Client engagement skills are not static; they evolve with the industry. Regularly assess your skills and seek feedback from clients to identify areas for improvement. Embrace a growth mindset, be open to feedback, and adapt to changing client needs. This ongoing personal development will ensure that your skills remain relevant and effective.

6. Leverage data analytics for personalisation

Incorporate data analytics into your client engagement strategy. Utilise data to tailor your services to each client’s unique needs. For example, you can identify specific financial metrics that matter most to your clients and provide customised reports that focus on those key indicators. Personalisation enhances the value you bring to your client relationships.

Engagement in action

Accountants who have prioritised client engagement skills have seen significant benefits.

DPC Chartered Accountants, a well-established firm with a legacy of over 70 years in the industry, has always been dedicated to delivering exceptional client service.

But the firm faced a common challenge in the accounting profession – time-consuming manual processes that constrained the time available for meaningful client interactions.

They recognised the need to streamline their accounting operations and find a solution that would allow them to provide even greater value to their clients.

DPC Chartered Accountants chose to implement a new tools that could automate their manual tasks, liberating valuable hours that had previously been dedicated to paperwork and administrative duties.

The new platform empowered the DPC team to offer their clients real-time financial analysis, accessible at any moment through the cloud. This real-time information ensured that the advice provided to clients was always based on accurate data, enabling clients to make well-informed decisions for their businesses.

“We now have real-time information from clients; we can log into the platform, and see how the business is performing, and offer real-time advice,” says Michelle Coates, Associate Director at DPC Chartered Accountants

Engaging with engagement

Where data is abundant but relationships are paramount, the ability to connect, communicate effectively, and cultivate trust with clients will separate successful accountants from their peers.

The strategic focus on refining communication aptitude, nurturing unwavering trust, maintaining vigilance, and committing to continuous professional development through certifications and training programs positions accounting professionals to be ‘fit-for-the-future’.