As your accounting practice grows, it becomes harder to have someone address every customer question or employee concern that comes your way. Because of this, it’s not common to implement automation software and tools to handle repetitive tasks.  

Bots and autoresponders are starting to become more popular but, while they can be helpful when filtering concerns and answering frequently asked questions, they run the risk of removing the human element to your business, which is what fosters meaningful relationships with your customers and staff.

Customers and staff appreciate a warm, genuine connection with you and your business. They interact better with people because there are some solutions that require a personal touch and complex problem solving that automation can’t offer. Prospects respond better to brands that recognise them as people and feel valued by the effort it takes to have someone dedicated to helping them. 

You don’t want your customers to think your business is profit-driven, robotic and unfeeling. Customers should feel welcome and valued and the best way to do that is to put in the effort of having someone converse with them, listen to them and help them one on one (where possible). 

As much as automation can help, it has to be tempered with a human touch to make your accounting practice approachable. 

Why is the human element important? 

Despite the efficiency that comes with automation, you can alienate not just your customers, but even your partners and employees. Depriving your people and customers of a face or personality in your accounting practice will make them feel they’re not cared for or valued. It’ll seem like you’re not after their satisfaction and it may drive them away, causing you to lose productivity and even team members. 

When there’s no human element to your practice, your business may experience the following:

• Burnout and employee disengagement 
• Customer dissatisfaction 
• Weaker relationships and lower morale

On the other hand, when you have excellent customer service grounded in genuine human interaction or staff relationships and human relations that go beyond robotic, transactional service, you benefit from: 

• Positive relationships and productivity
• Employee retention
• Innovation and creativity

Don’t forget that your people are your most important asset and that they, once motivated by how you treat and view them, can help you gain greater productivity and customer loyalty. That loyalty will also be fueled by how well you treat your target market, further emphasising how crucial it is to make sure your brand is personable and approachable. 

There is no right or wrong decision when it comes to automation, just a blend of what is most efficient to you while still showing that you care about relationship-building with your team and your customers. This is especially true for your accounting practice, as accounting and number crunching isn’t always seen as the warmest profession. Turn this stereotype on its head by providing that care and you will succeed. 

Why does your accounting practice need a human element? 

According to a CPA Practice Advisor study, one trend for accounting practices in 2022 is to “stay human” because too much technological adaptation can make your practice feel removed and out of touch. Accounting isn’t seen as the most approachable of careers due to the factual nature of financial transactions, so people tend to think of it as just as clinical as the work they do.

Developing relationships with your customers and staff is important as it helps you keep them long-term. Loyalty both on the customer and staff front will boost your client retention and provide you with lasting social proof for your business. People will recognise how approachable you are and what you do for your customers and staff and you become a good example and, possibly, a leader in the accounting industry. 

People will want to relate to you and your business through one-on-one relationships that show that you’re human, too. Engaging with fellow people puts customers and staff at ease because it shows that you’re fallible and accessible, just like them. It’s easier to connect with another human being rather than with a large corporation.

3 human-centred practices you can use in your business

When it comes to your accounting practice, or your business in general, you need human-centred practices that will help you establish good relationships with your people and your customers. Here are three you can use. 

1. Find the merit in improving society

Most businesses set out to earn money. This isn’t a problem in itself–of course you want your business to do well and get revenue, but the problem is that a lot of them don’t look to actually solve anything. 

In order to be truly human-centred you need to address a problem in society that your business can solve. Contributing to the betterment of the world and trying to improve someone else’s life (specifically your target market) will help you find your footing in making your business accessible, relatable and relevant.

This will also give your employees a sense of satisfaction because they’re doing something to contribute to society. They’re helping solve a pain point and addressing a problem that your target audience didn’t necessarily know they needed.

2. Focus on wellness–in and outside of the business

Employee and customer wellness both personally and professionally are crucial. If they’re not happy, you’re gonna have to be the one to adjust. Encouraging a good work-life balance, keeping lines open (and making sure they know it is by making the first move so they don’t feel so intimidated) and using personal language helps people feel remembered, cherished and thought of. 

Your employees should feel comfortable talking to you and being around you. Your customers should be able to feel like they can raise their concerns without being overlooked or ignored. Everyone’s well-being should be your top priority because it’s people who make your accounting practice and keep it running.

3. Aim to be an inspiring leader, not just a boss

An inspiring leader remembers even small details, is empathetic and can easily make or break how excited or enthusiastic employees or customers will be when interacting with you and your business. Once you’ve committed to being a good leader that isn’t just results-focused, you open up the avenues for feedback, growth and success. 

You need to avoid being just a boss that barks orders and micromanages. Trusting your employees will do their job and making yourself approachable will inspire them to do their best in order to help you drive your business forward.

Your accounting practice needs a human touch because it’ll help your target market and your staff feel more at ease, become loyal and help you achieve success. 

If you want to learn more about making your business human-centred, get in touch with us.