We're all dealing with client expectations right now — some reasonable, some unreasonable. Most clients don't care how quickly you complete their returns as long as they have time to review the work and ask you questions before filing. But some clients have their own definition of what's reasonable, prompt or urgent.
If you have 500 clients, you have 500 different sets of expectations. If you don't tell them explicitly what to expect and when, they'll assume you're abiding by their expectations. That means you're going to be wrong about 499 times a year (hopefully, you get lucky with one).
So, how can you set reasonable expectations that give you enough time to do your best work for clients and still meet government deadlines? How can you deliver on what you promise and not let clients run over you after they've been procrastinating and dragging their feet on giving you the information you need to complete their returns?
It starts with your firm's website, emails and footers. That's obvious real estate that your clients see frequently. For example, use that space to let clients know that any return (or related documents) received after a specific date will be automatically extended. You don't even have to discuss it with them. Or you can let them know that your firm will respond to all calls and voicemails within 24 hours. Not immediately, not 15 minutes later, but certainly within 24 hours.
At the same time, let clients know that if they have a truly urgent matter, then you and your team are happy to help. Most clients will not ask you to move them to the "front of the line" at tax time. And for the ones that do, you'll find out quickly if they're worth holding on to or if you should let them go.
If a client requests to be moved to the head of the line and you'll feel they're worth accommodating, then bump them ahead. Tell them: "No problem. As a valued client, we're going to expedite this for you." That makes them feel appreciated. You've taken a situation that probably would have happened anyway and put a high-value spin on it. That's what they'll remember about tax season — not how much they owe the IRS.
Expectations trap
There are all kinds of deadlines on you this time of year — some are set by the government and others are just in the clients' heads. Clients who want to get the tax filing process over with may say: "I sent you my stuff on February 3; can it be done by February 10?" If that sounds like an unreasonable request, let them know at the outset and give them a rough idea of when their return can be completed.
As an accounting firm, you must figure out how to provide the best value for your clients and meet your deliverables without burning out your team. If clients run all over you, it's your fault, not theirs, because you didn't set expectations. If you've set expectations and specific clients are still running over you, you may decide they aren't a good fit for your firm.
Clients know there's little that you (or they) can do if they owe money to the government. Most have resigned themselves to "It is what it is" when it comes to the IRS. But one thing they do feel they have some control over are expectations you've set for them around tax time. That's all they're going to remember.
Most CPAs think they're being paid to compile tax returns. In reality, they're being paid to take an unpleasant task off a client's plate and help them send a little less of their hard-earned money to the government. Setting reasonable expectations — and delivering on them — creates the experience for clients.
For instance, before sending clients a return to review, give them a range of what they can expect to owe (or get back from the government). Give yourself some wiggle room in case some last-minute adjustments need to be made to your estimate. Clients only care if you give them a broad range. It just gives you more room to be correct.
Everybody hates paying taxes. The number you end up putting in the last line of the return is not as important to most clients as how you make them feel during the busy season — and beyond. They'll tell everyone they know if you can make it a positive experience. It's crucial if you're swamped and must extend an important client:
"John: As a convenience to you and your business, we're going to extend your returns. That way, we'll have plenty of time to give them the attention they deserve. No further action is needed at this time. We'll reach out to you in June."
This way, you punt on a client's return and look good doing it. Instead of missing the April 15 deadline, you're making the business-owner client feel very special by not doing his return during the busy season rush. It's all about framing.
If you're crushed for time, send that extension notice to 50 of your best clients. A small number may push back. So, take care of those clients during the busy season and extend the rest. Everybody's happy that way.
How is your firm providing a great client experience? I'd
