CPA Trust Report Packages
Both of the CPA Trust Report packages are built from confidential phone interviews with a firm’s clients. Those are reliably analyzed and benchmarked against other firms in your region. Learn how your firm compares locally: then you know where you stand in gaining new clients, or before a client walks out of the door. Each highly custom CPA Trust Report includes those plus a number of other valuable insights into client’s motivations, stories and more.
Gap Management works directly with professional firms: both solo practitioners and practices with fewer than 5 partners. And Gap Management works with coaches and marketing agencies. By providing those services providers with new and useful insights, they can deliver more to the CPAs. Gap Management does not do coaching, marketing plans and similar work.
The goal is for each CPA to learn and be more able to communicate with clients more fully, focus on those actions which retain more clients, gain new income from current clients, and gain new preferred clients..
What You Learn & Receive
Testimonials
Client testimonials with permission to use publicly.
Client Stories & Experiences
Common stories clients tell about working with the firm.
Client Language
Words and phrases clients naturally use to describe the firm and its value.
Decision Making
How clients choose and evaluate an accounting firm.
Client Segment Needs
Stated needs of important client segments.
Recurring Service Irritants
Service issues mentioned independently by multiple clients.
Competitive Positioning
Memorable differences clients perceive compared with other accounting firms.
Preferred Client Profile
Differences between preferred and average clients.
Competitive Intelligence
How clients describe competing accounting firms and alternatives.
Content & Communications
Communication formats and content clients find most useful.
Choose the level of client evidence you need
CPA Trust Report - Basic
10 client interviews
A focused read on how your current clients see your firm, set against how the top regarded CPA firms in your area are perceived, so you know where you are strong and where you are exposed.
- 10 confidential client phone interviews
- Comparison against top local CPA firm reputations
- Client testimonials & stories, with permission to use
- Key issues and loyalty drivers identified
CPA Trust Report - Advanced
25 client interviews
A deeper cohort across your full client base, segmented so you can see how different types of clients experience your firm differently, plus the same local competitive benchmark.
- 25 confidential client phone interviews
- Clear client segments, each with its own profile
- Common narratives and stated needs by segment
- Comparison against top local CPA firm reputations
- Everything in the Core Benchmark package
Which package fits your firm?
A quick side by side. If you are not sure, a 15 minute call will settle it faster than reading the fine print.
| What's included | Core Benchmark | Expanded |
|---|---|---|
| Client interviews | 10 | 25 |
| Comparison vs firms similar to yours | Included | Included |
| Client segmentation | Not broken out | Distinct segments profiled with sample actual quotes from clients in identified segment. Those sample quotes demonstrate the motivations and feelings of current clients. |
| Common narratives by segment | — | Included |
| Stated needs by segment | — | Included |
| Testimonials & usable stories | Included | Included |
Not sure which scope fits?
A 15 minute call is enough to map your client base and recommend the right package.
See what a CPA Trust Report actually looks like
Get a sample Report by email, real structure, real findings, client details removed.
Your client relationships remain yours
- Your client list is confidential and remains your property.
- Your practice invites its own clients.
- No contact outside the agreed project.
- Publishing any comment or story requires separate, explicit permission.
Recording, storage, analysis method, access and retention are agreed before work begins. Any particular security requirements your practice has should be addressed before client information is shared.
FAQs
How is the CPA Trust Report different from a survey?
A survey generally asks many people standardized questions and produces numerical responses. The CPA Trust Report is based primarily on detailed individual conversations, the interviewer can ask follow-up questions, explore unexpected issues, and understand the reasoning behind a client’s answer.
How does the CPA Trust Report relate to the FAR Report?
The CPA Trust Report applies Gap Management’s Feedback And Reputation research method specifically to accounting firms. The questions, analysis and reporting focus on how accounting clients choose, experience, recommend and reconsider their CPA relationships.
Does "25 interviews" mean 25 invitations?
No. The number refers to completed interviews, not merely invitations, calls or attempted contacts.
Who decides which clients are interviewed?
Gap Management and the firm agree on the approach together. The objective is a useful cross section rather than selecting only clients expected to provide compliments. Former clients may also be included when their experience is relevant.
Will negative comments be included?
Yes. The purpose of the research is to provide reliable guidance, so positive findings, concerns, disappointments, relationship risks and opportunities can all be important.
Does the firm know which client made each comment?
Confidentiality arrangements are explained before the interviews begin. Some comments may be attributed when the interviewee gives permission; other findings may be reported without identifying the person who provided them.
Are testimonials guaranteed?
No, about 2/3 of interviewees / decision makers do give permission for their positive comments to be used publicly, usually with their name.
Can our marketing agency use the Report?
Yes, in many cases this is one of the most valuable applications. The agency can use the evidence, approved stories, client language and more.
Can our business coach participate?
Yes. A business coach may use the findings to help with partner alignment, client retention, leadership priorities, service improvement, business development and implementation.
Are there additional mandatory fees?
No mandatory administration or report production fees are added to the agreed project price. Applicable taxes and any optional work approved outside the original scope are additional.
Ready to hear what your clients aren't telling you?
Discuss the right level of client evidence for your firm, a Core Benchmark or a Full Segmentation.
All fees are in Canadian dollars. Applicable taxes are additional. Any work outside the agreed scope is quoted and approved before it is undertaken