Clients of small accounting partnerships and solo CPAs are not looking for technical excellence, beyond their financial needs. Those business decision makers are looking for:
a) Responsiveness and Accessibility;
b) Explanations and Education
c) Expertise and Problem Solving
d) Personal and Tailored Services e) Ease and Convenience.
Those findings are from confidential interviews with clients of CPAs.
The focus of the CPA Trust Report is to learn how a small firm is experienced by its clients over time, by a number of the decision-makers who chose that firm to serve them. These points were learned during in-depth conversations.
When those clients come to the time to renew, or when asked by another business owner which CPA they are using, those are the factors mentioned. Fees and location are not in the top 7 points mentioned.