Technology’s Role In Client Communications

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• June-July 2007 Issue
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The universe of accounting and accountants continues to undergo major shifts. One of those shifts is the recognition that every-one can choose when and where they are willing to conduct business. This includes the 24 hour, 7 days per week model. Supermarkets are always open. Gas stations and bank ATM machines are always accessible. Customer support is accessible from locations around the globe. Las Vegas is no longer the only 24-hour business operation.

So how can accountants in public practice successfully utilize existing resources to enhance interactions with clients?

Accountants and clients communicate in a number of ways — face to face, telephone, paper correspondence, seminars and workshops, e-mail, IM, and so on. The first thing to realize is that, no matter the form selected, communication is a major requirement for the development, support and continuity of accountant/client relationships.

Technology is playing an increasing role in the capabilities of accountant/client interaction. Cellular phones and smart phones/PDAs certainly make returning calls and messages faster as they find people no matter where they are. Wireless hot spots allow ways for responding to e-mail and other messages. No longer is there a limit to the time that communications can occur. The 24-hour business day has arrived and is expanding.

General Internet-based Technology Solutions

The newest entry in the accountant arsenal is access to Internet-based applications that magnify the capacity to communicate between and among accountant and client. Technology-based solutions include, but are not limited to the following:

• Websites (generic) — for information content, company description.
• Websites (e-commerce) — sales of products and services.
• Website portals — access to specific client data.
• Online applications — accounting, tax returns.
• General information databases — Google, AICPA, etc.
• Media news and information — New York Times, Wall Street Journal, YouTube, etc.
• eNewsletters — general, specific, personalized.
• Blogs — general or specific subject information.
• Podcasts — on-demand radio programs delivered via the Internet.

Of course, we can’t overlook the wide varieties of telephone type devices that support “never out of touch” communications. Such devices include cellular phones, PDAs and pagers, all of which enable voice and/or text communications to any location. Now, whether you choose to answer the call or not is another matter.

VoIP

VoIP (Voice over Internet Protocol) continues to expand its impact and value for businesses of all types and sizes. New features with VoIP can not only match basic PBX systems, they can provide even more. For example, VoIP offers the following benefits:

• Find Me/Follow Me — call forwarding services where incoming calls can ring multiple phones either sequentially, one at a time, or all at the same time.
• Integration — use information direct from contact lists such as MS Outlook.
• E-mail integration — receive voicemails as e-mail attachments.
• Remote calls — make calls from any Internet connection.
• Long distance calls — one price from any location to any other.
• Remote office — all employees are connected through the same system, so that phone numbers and extensions are all part of one telephone number.
• Scalable — adding extensions for new staff is easy.
• Continuity — in the event of office disaster, VoIP systems can be set up and controlled from another location.
• GrandCentral (www.GrandCentral.com) — enables a number to be tied to an individual and not to a device or location. Also offered for mobile devices.

When considering ways to enhance communication with clients, VoIP systems clearly provide an excellent option for voice contact. VoIP systems have lower capital and maintenance costs because such systems do not require the equipment and hard wiring of standard PBX systems.