Why Every Accounting Firm Should Embrace NPS (Net Promoter Score) With Their Clients

Customers are demanding more from their accountant as we see the end of 2024. Success hinges not just on your technical expertise or the cutting-edge technology you use, but on actively listening to your clients. Leveraging customer feedback is the key to driving meaningful changes and enhancing your firm’s performance, ensuring you stay ahead in an evolving industry. Jason Robinson, Director of Future Advisory and host of The Numbers Game Podcast, highlights the game-changing power of Net Promoter Scores (NPS) for accounting firms. Jason’s candid reflections on implementing NPS offer a roadmap for firms looking to improve client relationships, strengthen their service offerings, and ultimately grow their business.

What is NPS and Why Does It Matter?

• Net Promoter Score (NPS) is a simple yet powerful metric that measures client loyalty. It’s based on one critical question: “How likely are you to recommend our services to a friend or colleague?” Respondents rate their likelihood on a scale of 0 to 10, categorized as:

• Promoters (9–10): Loyal enthusiasts who will refer others.

• Passives (7–8): Satisfied but unenthusiastic clients.

• Detractors (0–6): Unhappy clients who can damage your reputation.

NPS provides accounting firms with a snapshot of client satisfaction, helping them identify strengths, weaknesses, and areas for growth.

Future Advisory’s NPS Journey

Jason didn’t shy away from admitting his initial hesitation about rolling out NPS surveys at Future Advisory. The idea of receiving raw, unfiltered feedback was daunting. “It’s a scary thought,” he said, “to give clients an open forum to tell you exactly what they think.” But his perspective shifted when he realized the value of honest feedback. Jason emphasized that even the most successful firms have room for improvement. By implementing NPS, he turned fear into actionable insights, using client feedback to refine operations and build trust. For Jason, NPS isn’t just a metric—it’s a tool for growth.

Why Accounting Firms Need NPS

Here’s why every accounting firm should consider using NPS:

• ✅ Improved client retention: Understanding client sentiment helps firms address concerns before they escalate, ensuring stronger client relationships.

• ✅ Enhanced service quality: NPS data can highlight blind spots in workflows or communication, enabling firms to deliver more tailored solutions.

• ✅ Stronger client relationships: Clients feel valued when their feedback is heard and acted upon, fostering loyalty and trust.

• ✅ Competitive advantage: Firms that use NPS to refine their services can better differentiate themselves in a crowded market.

Overcoming the Fear of Feedback

• Many firms hesitate to adopt NPS because of the fear of negative feedback. Jason experienced this firsthand but reframed it as an opportunity. “Feedback is a gift,” he shared. “Even tough critiques offer the chance to get better.” To make the process less intimidating:

• Detach ego from feedback. It’s not personal—it’s a chance to improve.

• Remember that clients who provide honest feedback care enough to want your firm to succeed.

• View NPS as a tool for long-term growth, not a quick fix.

How to Implement NPS in Your Accounting Firm

• Start small: Identify key touch points in your client journey (e.g., after onboarding, at year-end reviews).

• Use simple tools like Typeform or SurveyMonkey to distribute surveys.

• Communicate the purpose: Let clients know how their feedback will drive improvements in your service.

• Act on insights: Address recurring issues and celebrate wins from positive feedback.

• Communicate the changes made based on client input to close the loop.

• Make it a habit: Set a regular cadence for sending out NPS surveys and analyzing results.

Jason’s Advice for Accounting Leaders

Jason believes NPS is more than just a score—it’s a mindset. His advice? “Be brave enough to ask your clients what they think, and use their feedback to guide your next steps.” For Jason, implementing NPS has been a journey of learning and growth, both for himself and for Future Advisory. It’s about embracing transparency, owning your strengths and weaknesses, and continually striving to be better for your clients.

Take the Leap

• In the accounting industry, where client relationships are paramount, tools like NPS can make all the difference. By adopting this powerful feedback mechanism, your firm can:

• Strengthen client loyalty

• Identify growth opportunities

• Position itself as a client-first practice

As Jason's journey demonstrates, NPS isn’t just a score—it’s a chance to evolve, improve, and thrive. So, take the leap, ask the tough questions, and let NPS guide your firm to greater success.