Accounting Influencers Roundtable


Great First Impressions in Accounting with Louise Wilson

Episode 88. In today’s interview, “Great First Impressions in Accounting with Louise Wilson.”

Louise Wilson is Head of the Finance Sector at Moneypenny. They look after 20 million calls and live chats on behalf of sole traders to global enterprises. Her specialist sector is the finance industry supporting financial services businesses every year and is trusted by many accounting firms including 8 of the top 20, mortgage professionals, IFAs, and lenders.

Established in 2000, Moneypenny is the world’s market leader for telephone answering, live chat, outsourced switchboard and customer contact solutions. In total, more than 21,000 businesses across the UK benefit from Moneypenny’s mix of extraordinary people and ground-breaking technology. Louise works closely with accountancy practices of all sizes to improve client experience, lead capture and their digital offering.

Key takeaways from this episode include:

✓ what separates the good accountancy firms from the great ones in delivering a positive client experience

✓ what factors make up a positive client experience for accounting practices

✓ what some accounting and CPA firms have got wrong with their brand, especially during the challenging covid times

✓ the reasons accounting firms should look after existing clients but where they fall short with potential clients

✓ what has stopped some accountancy practices evolving digitally as much as they should have

✓ where 25% of accounting practices are targeting growth in the next 12 months

✓ the power of initial enquiries and FAQs from potential accounting firm clients that might turn into more business

✓ the trend for inbound enquiries from prospects to accounting firms being handled by non fee earners

✓ the biggest mistake made for accountants of putting money into marketing but poorly handling the follow up

✓ the need to repurpose the skillsets of professionals within accounting firms

✓ the danger of overload with receptionists who have to make a great impression with callers to their accounting firm

✓ the most in-demand services accounting firms hire Moneypenny for

✓ the move to round the clock front desk support for accounting practices who have 24-7 calls coming in

✓ the importance of live chat on accounting firm websites

✓ the most common question prospects ask accounting firms live chat when they think they are dealing with bots

✓ how many accounting firms can get first impressions wrong even though it is easily corrected

✓ what Moneypenny look for first when hiring new staff to handle calls and live chat for accounting firms

✓ how it’s easy to make very quick judgements about service and competence when calling an accounting firm or visiting their website

In her spare time, Louise loves walking, travel, and doing the latest fitness fad like Peloton.

Twitter @LouiseWilson8


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