How to Measure Client Satisfaction for Your Accounting Firm Effectively

May 25, 2024

May 25, 2024

5 min read

5 min read

As a leader of an accounting firm, understanding and addressing client satisfaction is crucial for your firm’s long-term growth and reputation. By implementing methods to assess client satisfaction, you can improve your services, build stronger relationships with your clients, and ensure long-term growth. This article explores 3 methods for measuring client satisfaction for accountants: NPS and feedback surveys, regular client calls, and leveraging AI for real-time monitoring tools like Combinely.

1. NPS & Feedback Surveys

Net Promoter Score (NPS) and feedback surveys are popular tools for gauging client satisfaction across the accounting industry. These involve asking clients to rate their likelihood of recommending your firm and provide additional feedback on their experiences. NPS is calculated by asking an initial survey question on a 0–10 rating scale. Then, the accumulated ratings are graded as one number between -100 and 100.



  • Lagging Indicator: These surveys often capture past experiences rather than current sentiment, making them lagging indicators of client satisfaction.

  • Low Response Rate: Many clients may not take the time to respond, leading to low response rates and potentially skewed results.

  • Lack of Details: Responses often lack the depth needed for actionable insights, offering limited guidance for specific improvement

2. Regular Calls with Clients to Get Feedback

Conducting regular calls with clients not only allows for thorough understanding of their needs, but also offers a platform to address any concerns promptly. This interactive method of communication can often lead to an enhanced client experience and higher satisfaction rates.


  • Detailed Insights: Regular calls frequently yield high-quality, detailed feedback that can lead to substantial improvements in service delivery.

  • Personal Connection: These calls help strengthen the personal relationship between your firm and its clients, fostering loyalty and trust.


  • Time-Consuming: These calls require a significant time investment from both you and your clients, which can be a barrier for busy professionals.

  • Client Reluctance: Some clients may be hesitant to spend time on feedback calls, particularly if they perceive their issues as minor or already resolved..

  • Inconsistent Feedback: The quality and depth of feedback can vary greatly depending on the client and the context of the call.

3. Alternative: Real-Time Monitoring with AI tools

To address the limitations of traditional feedback methods, consider adopting real-time monitoring tools. Utilizing AI in real-time monitoring tools can help interpret client interactions and gauge satisfaction levels instantly. AI can analyse and recognize patterns in the interactions, providing insights about client satisfaction that would have otherwise been overlooked.


  • Real-Time Insights: Provides continuous, real-time monitoring of client interactions, offering immediate insights into client satisfaction and potential issues. Companies using real-time monitoring tools report a 25% increase in customer satisfaction on average.

  • Proactive Engagement: By identifying at-risk clients early, you can proactively address concerns, improving client retention and satisfaction.

  • Efficiency and Automation: Automates client interaction analysis, saving you time and reducing the need for manual feedback collection methods.


  • Learning Curve: Staff may require training to effectively use and interpret the data from AI tools, which can take time.

  • Need to Keep Talking to Clients: Despite the efficiency of AI tools, maintaining personal communication with clients remains crucial. Regular check-ins and personal interactions help build trust and ensure that the human element of client relationships is preserved.


Measuring client satisfaction is essential for your accounting firm’s growth and maintaining high-quality service. While traditional methods like NPS and feedback calls provide valuable insights, they have significant drawbacks. Real-time monitoring tools like Combinely offer a more accurate and timely understanding of client satisfaction, directly based on client interactions, enabling you to make data-driven improvements and strengthen client relationships over the long term.

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