It takes two: Addressing client expectations in a rapidly changing environment
February 24, 2025 | Julia Shiota
For many members, their relationships with clients are key to keeping them in the profession. But a professional relationship is a two-way street.
Every fall, the MNCPA sends a survey to small-firm decisionmakers and sole proprietorships inquiring about key topics within the profession. One overarching theme this past cycle involved clients and, more specifically, client communication.
We asked respondents if they’ve seen a change in the types of clients who seek out their services, whether these clients have new expectations, and if there is a change in how clients communicate with their CPAs.
There was a resounding yes across the board.
A change in clients, expectations
Nearly 40% of respondents said they saw a change in clients, with the bulk of those respondents noting their clients have skewed younger. For these younger clients, the expectation is less about meeting in person and instead opting for virtual meetings and going paperless.
But even those who have not seen age as a significant factor highlighted other changes in the types of clients their firms are working with. Many firms are now more selective regarding who they work with — higher net-worth clients, larger businesses with multistate operations, or specializing in one industry.
Several respondents noted an increase in more complex cases, such as clients starting their own LLCs, just starting retirement or attempting to do side hustles along with their usual W-2 jobs.
All of this leads to what one respondent succinctly described as, “There’s not been that much change in clients, just more complicated tax situations.”
On top of a higher volume of documents per client, there is also an increase in the number of services CPAs are expected to provide to clients. Some respondents pointed that clients want services that reach beyond compliance services.
“Clients expect us to be human resources advisers,” one respondent commented.
“My pricing has increased, but my clients have stayed,” another commentor wrote. “They are looking for more than just tax prep. They want help with the changes in life, such as kids, college, businesses, retirement.”
There is a sense that clients are expecting more and are not always receptive when they get pushbacks, according to the bulk of the survey respondents.
A change in attitude
The change that many respondents see in their clients reflects a broader change in attitude. Several respondents noted a lack of patience, such as clients expecting an immediate response to emails or an expectation for their CPA to drop other client work to answer their questions ASAP. Unreasonable demands like these can often lead to tension and an overall negative working relationship.
In fact, nearly 85% of respondents said they needed to let go of clients due to workload or due to bad behavior on the part of clients.
“I have trimmed clients that are slow payers, continually late or difficult to deal with to give us time to serve the better clients more efficiently,” one respondent said.
Another respondent commented, “Cleaning out the worst clients using behavior, attitude and lack of respect for our time as the main drivers. Not putting up with slow payers any longer.”
Changing communication in a new age
Clear and transparent communication is always best to ensure you and your clients are on the same page when it comes to expectations, payment and timelines. Elevating your communication game by being clear in your messages to clients can help avoid tension later. A recent Footnote article, “Mastering professional writing: Elevate your communication game,” has practical tips for communication.
Sometimes, it’s best for you and your firm to simply separate from a client — it takes both sides to make a professional relationship work. With CPAs in such high demand, many respondents found it easier letting go of difficult clients and tailoring their portfolios to focus on clients that better fit their firms.
There are times when it makes sense to disengage a client and while it can often be an uncomfortable process. Check out this recent MNCPA article for a guide to get the process started, including a disengagement letter template.
It can be tough to create boundaries with clients but, as the economic landscape continues to shift, it’s important to set client expectations upfront as much as possible to save you both a headache during tax season — and beyond!
Topics: Clients
Julia Shiota
Julia Shiota is the MNCPA’s communications coordinator, bringing her passion for storytelling to members through content development, media relations, and covering member accomplishments and events. Outside of her work with the MNCPA, Julia enjoys knitting, reading, and keeping track of all the birds she encounters on nature walks. You can reach Julia at 952-855-5533 or at jshiota@mncpa.org.
Blog Posts by this author
