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US accountants who are tired of the complexity of technology




The way audit firms use customer loyalty management technology is becoming increasingly fragmented. Many industry insiders believe that quality suffers from increasing time pressure and the need to combine multiple applications to keep work on track.

This is the key finding of a new Huddle study that includes interviews with more than 250 partners and executives in the United States to understand how companies use technology to work with customers.

The results show that although 88% of the US Audit firms have a customer retention strategy. 35% of respondents believe that their organizations are using the right technologies far too slowly to meet customer needs.

As a result, employees get tired of the variety of technology solution options available to them when working with customers. This leads to a fragmentation of the common work processes, a slowdown in productivity and a risk.

The study also shows that with so many different systems available, 31

% of employees are forced to switch between multiple applications to track client updates. 35% also agreed that it would be difficult to keep control of document revisions only, and a similar number (33%) also reported difficulty in task tracking.

As a result, 27% said that more and more deadlines were missed and 24% said that inefficiencies were caused by duplication of work, with several people unwittingly working on the same job.

Digital transformation

“US accounting firms are stepping up their digital transformation initiatives. However, the results suggest that teams are now switching between different apps to manage their customer engagements. Combined with ever growing customer demands, it can be challenging for teams to stay in control. Productivity is quickly damaged and the audit trail of activities is immediately interrupted, ”said Tim Deluca-Smith, CMO at Huddle.

One of the risks presented in the report is that due to confusion, accounting experts are using less secure methods of working with their customers. For example, 36% of partners and executives reported using personal file sharing apps at work.

This can expose sensitive customer data to an immediate risk. Others are being pushed to use new technologies such as Microsoft Teams for customer loyalty, although they fear that this can cause a number of problems when working externally with customers.

Other key findings from the report show that 38% believe that the quality of customer engagement is under increasing time pressure, while 27% say that deadlines are often missed due to customer delays.

Time-consuming tasks are another area of ​​dismay: 19% spend more than an hour a day managing files (searching, storing, sharing electronic files).

32% now agree that their IT policies make effective collaboration with customers too restrictive, and 35% believe their company is too slow to use the right technology for digital transformation.

“It should be the role of the customer portal to manage customer engagements,” added Deluca-Smith.

“However, research shows that many older accounting portals are little more than basic file sharing services and cannot manage and track tasks, approvals, or file versions. In fact, only 65% ​​of employees had the ability to track customer activities and tasks through their portal solution. Given these insights, we believe that the need for a more holistic and collaborative approach to managing customer engagement is paramount to improve the customer experience and protect the company from potential data breaches. “

The study, published by Huddle, is based on interviews with more than 250 partners and executives in the United States to understand how companies use technology to work with customers.


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