I love my accountants – they're wonderful: understanding customer delight in the professional services arena

Abstract

PurposeThis study of professional accounting firm clients identifies a set of common expectations, examines the opportunities to exceed expectations, and considers the potential of exceeding expectations and “delighting” clients.Design/methodology/approachUsing a subsample of accounting firm clients, common activities and behaviors thought to have the greatest potential for delivering exceptional service were identified. Two larger samples of business clients in the US Midwest were interviewed and they rated their accounting service provider on eight activities and then described an outstanding service encounter.FindingsDescriptive statistics showed that the strongest service expectations involve meeting deadlines, relating well to the client's employees, being available, and being knowledgeable about the client's firm and industry. The content analysis of the open‐ended question identified competency and expertise as areas where expectations were exceeded. Comments identified a few instances of client “delight.”Research limitations/implicationsSample size and the focus on one industry was a limitation. Given the competitive nature of professional services today, more studies from a variety of service providers in multiple settings (domestic and foreign) need to be conducted to assess whether other service providers exceed expectations and how they delight their clients to keep their loyalty.Originality/valueThe results indicate that service providers are meeting and exceeding client expectations, but may stop short of delighting them. The study found that there is no one way to create delight. Service providers need to know what causes client problems and listen to their desires, so that these clues can provide direction as to ways to create delight through cost‐effective endeavors.

Logistics outsourcing performance and loyalty behavior

“…Exceeding customer expectations may lead to levels of performance that are increasingly more difficult to achieve in the future (Rust and Oliver, 2000). Exceeding performance goals may ultimately raise the level of customer expectations to the point where merely achieving goals is unattainable (McNeilly and Barr, 2006). In addition, LSPs may need to consider which accounts justify the effort and associated costs to exceed goals.…”

“…This assertion is supported by the services research that reinforces the distinction between just meeting expectations, which results in satisfaction, and significantly exceeding them, which results in delight. While related to satisfaction, marketing research shows delight to be a distinct construct, which is not just a higher level of satisfaction (Oliver et al, 1997;Rust and Oliver, 2000;Verma, 2003;Finn, 2005;and McNeilly and Barr, 2006). Delight provides boosted value to the customer caused by performance that is unexpected in its magnitude or the area to which it relates (Oliver et al, 1997;Finn, 2005).…”

Lessons from Successes in Medical Communication Training and Their Applications to Accounting Education

“…Client dissatisfaction and misunderstandings may arise when accountants display poor communication skills (Daff, 2010). In contrast, when accountants have well-developed communication skills, it may lead to better outcomes for clients as they feel understood and that their needs are being addressed (Daff, 2011;McNeilly and Barr, 2006). In addition, when clients receive improved outcomes, they may be more likely to refer their accountants to others.…”

“…One US study went beyond client satisfaction to examine delight (McNeilly and Barr, 2006). Clients are delighted when accountants exceed their expectations.…”

Customer Orientation and Marketing in Containerized Freight Distribution and Logistics - Perspectives of the Czech Republic

“…However, the marginal effect of retention on customer loyalty is more signifi cant in providing targeted service level than exceeding it. Nonetheless, provision of logistics services over the targeted level might cause negative consequences, such as increasing future expectations, which might be diffi cult to fulfi ll without substantial changes of costs and also price (McNeilly, Barr, 2006). Companies, including logistics providers, operate in a global world.…”