卡塔尔世界杯常规比赛时间

today's features

four simple game-changers to modernize your practice

focus on the client experience.

by blake oliver
with david leary

my mom is in her 70s and still gets the taxes organized for her household. she’s been using the same 10-partner firm for the past 30 years. like many small firms, hers had no succession plan, so it recently merged with a big firm – top 25. as you may imagine, her recent tax season experience was disappointing. she submitted all her documents on time and then didn’t hear anything from her new accountant for weeks. finally, she received a return to review and was shocked to see herself marked down as blind. my mom is not blind. there were other errors in her return, including a missing real estate transaction. clearly, it had not gone through a proper review process.

more: nine ways to measure client experience | how the pandemic changed firm mindsets | twelve clues it’s time to outsource or offshore | yes, you have the staffing for cas | why firms shy away from cas | hook your firm on cas | can you identify real cas prospects? | 8 ways to create your cas practice | do you value your cas value?
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my mind exploded, wondering how such a large, well-known firm didn’t have a better quality control process in place. i’m guessing they didn’t even have a workflow management solution. after sharing this story with several cpas at other large firms, i learned that my mom’s situation was not all that unusual.

innovation & change management

generative ai: should you avoid it or adopt it?

with ai, will it pay to be an early adopter or to be more cautious?

by sandi leyva
the complete guide to marketing for tax & accounting firms

when a new technology arises, accounting professionals tend to be skeptical. they are seldom the people who are first to jump on the bandwagon. it’s been true at the introduction of mainframes, when pcs first arrived, when networks were first developed, at the internet’s inception, and during social media’s adoption. so, it’s not surprising to hear that accountants are skeptical of the newest technology, generative artificial intelligence.

while there are certainly issues to be aware of with all new technologies, generative ai tools such as chatgpt have the potential to save employees roughly two hours per day. it makes sense to at least learn about this technology to see if it fits in your firm.

more: now’s the time to clean up your email list | transform your marketing with crm | five kinds of small thinking | five tests: how open are you to change? | maybe price isn’t the problem | three thoughts for a quiet morning | the seven-step plan for marketing by spreadsheet | beyond quickbooks: wowing your clients | 11 ways to boost billings and impress clients
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the term generative ai refers to technology that uses a machine learning model and that contains interactive features such as the ability to chat. one example is chatgpt, which is a public, consumer-based product developed by openai. microsoft’s generative ai product is bing ai, and google’s entry is bard. there are a dozen or so others, but those are the “big three.” these tools are rapidly evolving with new features, capabilities, and content added weekly if not daily.
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client accounting services

how to match cas clients to technology

the key: once data is created, don’t re-create it.

by hitendra patil
client accounting services: the definitive success guide

client accounting services essentially requires an ability for your firm to be able to best serve the needs of all your clients. in other words, your firm’s technology stack, services, processes and pricing packages need to cater to businesses of different sizes, turnovers, as well as various levels of tech-savvyness of the business owners and their employees. in yet other words, your firm should have the ability to do part of the accounting work or all the work your clients offload to your firm.

more: cas tech stack depends on cloud use | five ways to overcome cas staffing challenges | think cas isn’t for your firm? | convince your firm of cas value | ten ways to tell a client is ready for cas | launch cas in just eight steps
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in such cases, you want the technology stack to be as standardized as possible to avoid costly, error-prone and time-consuming need to deal with a variety of software. at the same time, when clients do part of the work, you must seek to implement collaborative technology on the cloud to eliminate duplication of data entry and mailing/emailing information back and forth between your firm and clients. this will, most likely, require you to convince your clients of the benefits of common, collaborative, cloud technology platform, and more likely than not, train the clients onto newer technologies. but the experience of hundreds of firms shows that the payoff far outweighs the cost of such efforts.
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marketing & sales

one question to guide your growth plans

even services need to be packaged.

by august j. aquila
price it right: how to value accounting services

marketing and business development do not have to be a painful experience. if it is, then i suggest that you simply stop what you are currently doing. how many of us are successful in doing painful activities? i know i’m not.

more: five rules for a marketing orientation | the damage that traditional fee methods do | four ways to prepare for new business development | ten keys to marketing success
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start your marketing thinking with the following question: “what kind of firm do i want to have?” while i can offer some suggested answers, the real answer must come from you, and it shouldn’t be determined in two minutes.
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marketing & sales

everyone in your firm is marketing

every activity performed in an accounting firm is visible and of concern to prospective clientele.

by bruce marcus
professional services marketing 3.0

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present. the following article appeared in the september 1980 issue of the virginia accountant. it is probably the first – or at least one of the first – articles on post-bates professional services marketing.

when, a few years ago, the codes of ethics were changed to allow straightforward marketing by professionals, there came into play a new configuration of circumstances and activities that will reverberate throughout the accounting profession for years to come.

more: let’s lose the word ‘image’ | marketing a fixed position in a moving world | how to build a marketing culture | have you planned how to service your new revenue? | why is change so hard for firms? | why value pricing works | why competition matters most
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for generations, concepts of probity have pervaded public accounting. accountants were to be not merely independent, but well beyond the fray of public quarrel or exposure. the sword of the cpa has always been independence and, it was long felt, independence is compromised by public debate. and now comes marketing, the crux of which is visibility.
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