The power of Client Surveys for Accountancy and Advisory Firms

I'm pleased to share my latest article, "The Power of Client Surveys for Accountancy Firms," published by Accountancy Ireland.

In this piece, I explore how client surveys can provide valuable insights to help accountancy firms improve their services and strengthen client relationships.

Client feedback is essential for understanding their needs and expectations, allowing firms to tailor their services more effectively. The article discusses the benefits of regular client surveys, including identifying areas for improvement, enhancing client satisfaction, and fostering long-term loyalty. By seeking and responding to client feedback, accountancy & advisory firms can continue to enhance their high-quality service.


Listening to understand your client's needs.

Listening to Understand

Client surveys provide a direct line to your client's thoughts and feelings. By asking thoughtful questions about their satisfaction, preferences, and pain points, you gain valuable insights that are seldom accessible through regular interactions alone. This understanding allows you to tailor your services more closely to their needs, enhancing their overall experience and satisfaction with your firm.

Addressing Client Needs

Surveys are powerful tools for uncovering unmet needs and opportunities for improvement. Clients often have evolving needs that might not be immediately apparent. You can identify these shifts through regular surveys and adapt your services and team accordingly. This proactive approach ensures that your firm remains relevant and valuable to your clients, strengthening your relationship.

Enhancing Client Retention

Client retention is significantly bolstered by a firm’s willingness to listen and act on client feedback. When clients see that their opinions are valued and lead to tangible changes, their loyalty increases. This reduces churn and turns satisfied clients into advocates for your firm, amplifying your reputation through word-of-mouth and referrals.

Driving Business Development

Client feedback is a goldmine for business development. Surveys can reveal new service opportunities or potential areas for expansion that you might not have considered. Additionally, understanding common challenges your clients face can guide the development of new solutions, positioning your firm as a proactive and innovative partner.

Promoting a Culture of Learning

Conducting client surveys regularly fosters a culture of continuous improvement within your firm. It encourages your team to be open to feedback and dedicated to enhancing client satisfaction. This culture improves service quality and keeps your firm agile and responsive in a competitive market.

Building Trust Through Engagement

Asking for your clients’ views through surveys demonstrates your commitment to their success. It shows that you value their input and are dedicated to enhancing their experience with your firm. This transparency builds trust, a critical component of any long-lasting client relationship.


5 Practical Tips for Effective Client Surveys

 To maximise the benefits of client surveys, consider the following best practices:

1. Keep It Short and Focused:

Long surveys can be daunting. Keep your surveys concise, focusing on key areas of interest to ensure higher response rates.

2. Use Clear and Simple Language:

Avoid jargon. Use straightforward language to ensure clients can easily understand and respond to your questions.

3. Incorporate Both Quantitative and Qualitative Questions:

Use a mix of rating scales and open-ended questions to gather comprehensive feedback.

4. Act on Feedback Promptly:

Show clients that their feedback matters by implementing changes and communicating these improvements.

5. Follow Up:

After making changes based on survey feedback, follow up with clients to let them know their input made a difference. This reinforces their value to your firm.



Incorporating client surveys into your firm’s strategy is a wise move that pays dividends in client satisfaction, retention, and overall business growth. By actively seeking and acting on client feedback, you position your firm as a client-centric, innovative, and responsive partner. This strengthens existing relationships and paves the way for new opportunities and long-term success.

In the competitive landscape of today’s market, understanding and responding to your clients’ needs is not just an advantage—it’s a necessity. Embrace client surveys as a vital tool in your professional services firm, and watch your firm thrive.

Mary Cloonan is the Founder of Marketing Clever

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