Tell us more: customer case research can teach you about your clients and improve business.
Journal of Accountancy › Vol. 196 Nbr. 1, July 2003
Linked as:
Extract
Tell us more: customer case research can teach you about your clients and improve business.
Remember the dating joke that went "Now let's talk about you--what do you think of me?" Customer case research (CCR) asks clients, one by one, to describe in detail why, when and how their company decided to ask your firm out (that is, chose your CPA firm for services). As a research method, CCR chronologically examines the client company's people, circumstances, decisions and events that led it to engage one CPA and not another or to obtain one accounting, tax or consulting service and not another. Such service-selection case studies illustrate, sometimes vividly, situations business managers face and must solve all the time. The perspective these findings offer can help firms better focus their practice development strategies. Here's how a firm can use C...
See the full content of this document
Sponsored links
