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Article: Capturing the Voice of Your Client.(Brief article)
- Article from:
- The Practical Accountant
- Article date:
- February 1, 2008
CopyrightCOPYRIGHT 2008 SourceMedia, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The true voice of the client, and what they think about your firm, is elusive in communications with clients, according to Howard Plomann, co-founder and CEO of InfoQuest International and speaker at the AICPA Accounting Firm Marketing Forum in New York.
Plomann contends that surveys especially can be rife with inaccuracies, stemming from factors as diverse as the wording of questions and the level of response.
He maintains that response rates of less than 50 percent, for instance, cannot be counted on to be accurate, further adding that very low response rates draw disproportionately from the extremes of the opinion spectrum.
Wording of survey ...