Why Customer Service Is the New Differentiator for Accounting Firms

Client expectations in the accounting profession are undergoing a fundamental shift. While accuracy, compliance, and technical proficiency remain essential, they no longer differentiate a firm.  

Modern clients now demand responsiveness, transparency, and advisory-driven communication. They expect their accountant to understand their business objectives as deeply as their financial data.  

This evolution raises important considerations. How can firms strengthen client relationships in an environment where automation handles an increasing share of routine work? What defines “exceptional service” when clients benchmark their experience against consumer-grade digital platforms, not only competing firms? And more critically, how can a superior client experience become a defensible competitive advantage in a crowded market? 

In this Expert Opinion feature, Ace Cloud Hosting spoke with Seth Fineberg, an accounting industry consultant, content strategist, and speaker. With over 30 years of experience in the profession, Seth has witnessed the industry transition from traditional workflows to client-focused service models that rely on effective communication, trust, and long-term relationships. 

Before founding Accountants Forward, he spent decades as a business editor and journalist, helping firms understand the changing expectations of modern clients and the role service plays in firm growth. 

In this expert Q&A, Seth Fineberg shares his perspective on why customer service is becoming the strongest differentiator for accounting firms, how trust is built through simple everyday actions, and what firms can do to create service cultures that set them apart. 

1. In an industry where accuracy and compliance are standard expectations, how can customer service become a firm’s biggest differentiator? 

First off, the two are not mutually exclusive. Accountants may be known for the level of accuracy and compliance as “givens,” but that is not their true value, and I’ve witnessed a growing number of professionals wake up to this fact.  

Their true value and their greatest ‘return’, if you will, is in their client relationships. It is the cornerstone for building value over time, and why clients will invest more in their accountant.  

Trust and delivering on even the unexpected will always win the day. But today, when expectations are even higher than what you can get from software and technology in general, the level of service you provide is the difference between accountants having long-term success.  

Outcomes are now the name of the game, and the higher the level of customer service you deliver on, the more opportunities you create to deliver on those outcomes. 

2. What are some proven ways accounting professionals can build trust and emotional connections with clients, beyond just delivering reports on time? 

Building trust and keeping it are two different things that are tied together by the same thing: service. If you deliver on all you say you are going to do, that builds trust.  

What keeps it is the unexpected, the “human” things like checking in on progress, having real conversations about things impacting a client’s business, their hopes, their goals, and being a part of making that happen for them. 

3. How should accounting professionals handle situations where clients are frustrated, non-responsive, or have unrealistic expectations? 

There’s no magic formula for when these things happen, and they will. It’s more about how you respond. Clear, concise communication from Day 1, drawing your own lines (professionally, of course) can also help manage expectations from the moment the Engagement Letter is signed.  

Often, the wording in there helps establish not only the work you do, but how you expect to be treated and communicated with, as well as what you will deliver and the timing of that delivery therein. The sooner these grounds are established, the less likely expectations will be unrealistic, and it can even help reduce unresponsiveness. But if and moreover when these events happen, all you can do is your best not to respond kindly.  

Sometimes, if it persists, maybe that is the sign that the relationship needs to move on, and you have to be OK and know when to transition a client to someone else. 

4. What role does leadership play in creating a firm-wide culture of excellent client service, and how can firms train their teams to embody that? 

I think it creates every role. It’s long been established that the tone gets set from the top. Whether you have a staff of 3 or 300, the culture, the expectations, and everything that happens within your business all start with you. 

If you are a clear communicator and delegator, you won’t have to train very much to establish that. That said, having regular check-ins with staff will help you to know who needs what training/upskilling, and also if your culture message is resonating as well. 

5. What emerging technologies can help firms personalize service, improve responsiveness, and anticipate client needs? 

I’ve definitely been seeing more use of AI in this area. Firms creating GPTs to be more responsive to routine asks and tasks and overall queries, especially at the busiest times, can be the difference maker in staff, and even you, becoming overwhelmed and frustrated. 

Service-Driven Growth for Modern Accounting Firms 

As the profession continues to evolve, one thing is becoming clear: strong customer service is no longer optional. It is what helps firms build trust, strengthen relationships, and create long-term value for clients. Seth Fineberg highlights that firms that communicate clearly, stay responsive, and take time to understand client needs are the ones that will stand out in a crowded market. 

At Ace Cloud Hosting, we help accounting teams elevate their service experience with secure and flexible cloud hosting for accounting applications such as Intuit QuickBooks, fully managed virtual desktops, managed IT services, and AI-powered cybersecurity. These solutions make it easier for firms to work faster, stay connected, and deliver consistent support to clients. 

How is your firm raising the bar on client service? Share your thoughts in the comments. 

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