There is a difference between a good experience and a good service.
And the world we live in today, customer experience trumps just about everything when it comes to a customer signing up and staying with you.
Taking a taxi is (sometimes) a good service.
Taking an Uber is a good experience.
Your cable subscription is a good service.
Your Netflix subscription is a good experience.
The end result is relatively the same in each of these examples, but how you get to that end result and the feeling that your customers get along the way is what is differentiating the fantastic companies today from the average.
My view is that many accounting firms are too focused on providing a good service rather than a good experience.
The ones that focus on customer experience rather than customer service are the ones that will win in this relatively new environment that we’re in today. Those that focus on experience rather than service will be the ones who become the Netflix’s and Uber’s of the accounting profession.
And now, to this week’s Future Firm Weekly Top 5: