Client Experience as a Growth Strategy: 3 Ways Accounting Firms Win and Retain Business

Every day, we make decisions based on experiences—both our own and those shared by others. Before buying something new, most of us read reviews, rely on a friend’s recommendation or stick with a brand we trust because of a consistently positive experience. Whether it’s your go-to peanut butter or your must-have household staples, loyalty is almost always shaped by how a brand makes you feel.

The same dynamic applies in professional services. Accounting firms are increasingly recognizing that client experience isn’t just a “nice to have.” It’s a powerful growth strategy. Firms that invest in clear communication, reliability and frictionless service are seeing stronger retention, more referrals and deeper trust with their clients.

In this article, we’ll explore how accounting firms can elevate the client experience to drive efficiency, strengthen relationships and support long-term growth. We’ll also take a closer look at how one firm, Jitasa, is putting these ideas into practice to better serve nonprofit organizations and expand their impact.

Let’s dive in.

Why Client Experience is the New Bottom Line

Today’s accounting firms face unprecedented challenges—talent shortages, rising client expectations and rapid technology shifts. At the center of all these issues is client experience. With more options than ever, clients won’t hesitate to leave if their needs aren’t met. A quick search for “best accounting firms” can surface countless alternatives in seconds. Firms that fail to deliver a seamless, personalized experience risk losing business to competitors who do.

So how can accounting firms stand out in a crowded field while still growing their business? By providing an exceptional experience to their clients.

Selecting the right firm can feel overwhelming. Prospective clients will look for ways to narrow their list, often turning to trusted sources such as:

• Online reviews or LMS prompts
• Recommendations from peers in the industry
• References from associations or networks you participate in

Each of these channels can bring new clients to a firm, but only if the firm consistently delivers an excellent experience to the clients it already serves. A strong client experience builds a reliable reputation, increases referrals, strengthens retention and ultimately fuels long-term growth.

Jitasa has intentionally built its systems around the client, placing experience at the center of every process. From careful listening during the sales process to help achieve the right fit, to prioritizing secure and efficient communication once a client comes onboard, Jitasa has gone above and beyond to make positive experiences the default.

“The ease and speed of our digital experience create efficiencies that go far beyond internal operations. By reducing administrative friction, our staff can spend more time supporting nonprofits’ missions—ultimately helping our clients succeed.”

Steve Doud, Senior VP of Sales, Jitasa

1. Centralize the Client Experience

Centralizing the client experience means placing the client’s needs and satisfaction at the center of every stage of engagement, from the first inquiry to onboarding to long-term service delivery. Every interaction should reinforce that their experience matters.

Here’s how Jitasa embeds client-centered practices into its workflow:

Ask First and Listen

Understanding a client’s mission, past accounting experiences and current pain points helps Jitasa determine how to support the organization best.

If a client struggles to communicate financials to its board, a clear dashboard may help. If they need better alignment between finances and strategy, fractional CFO support could be the answer. Active listening means Jitasa can tailor solutions or, when appropriate, recommend that the prospect seek a provider that’s a better fit.

Offer Trusted Referrals for Other Providers

Many nonprofits come to Jitasa with needs beyond bookkeeping and accounting. They may be evaluating payroll software, fundraising platforms or other operational tools. Jitasa knows it cannot offer everything, and instead leans on a vetted network of nonprofit-focused partners. Sharing trusted referrals not only helps the client but reinforces Jitasa’s commitment to doing what is best for the organization, not just what benefits the firm.

Communicate Quickly and Efficiently

Strong communication is one of the simplest and most powerful ways to enhance the client experience. When nonprofit leaders reach out with financial questions, it is often during moments of stress. Responding quickly helps ease concerns and builds trust.

Jitasa has several company norms in place to help dictate culture, one of which is operating with a maniacal sense of urgency, encouraging team members to respond to client requests promptly. Jitasa also uses a team-based service model so clients always have someone to support them, even when their primary contact is unavailable.

Ensure Security for Clients

Accounting work involves highly sensitive information. Even though nonprofits disclose their financials publicly, many internal documents and details require secure handling. Jitasa protects client data by utilizing tools like Progress ShareFile software, which enable encryption, secure document exchange and an intuitive interface for clients.

2. Leverage Tech to Enhance (Not Replace) Human Connection

The right technology can transform the client experience by reducing friction, simplifying communication and giving clients the transparency they need to feel supported. But technology should enhance relationships, not replace them.

With the rise of AI and automated systems, many organizations are leaning too heavily on tools that remove human touchpoints. We have all experienced the frustration of being routed through endless automated phone menus when we want to have a real conversation with a real person.

Here are a few ways technology can support, rather than overshadow, the customer experience:

• Intuitive client portals that make it easy for clients to upload documents, review materials and stay informed
• Multiple avenues for communication, helping clients reach the team in the way that works best for them
• Secure collaboration tools that protect sensitive financial information
• Fast or real-time updates that reduce uncertainty and keep clients confident in their financial position

Jitasa’s technology strategy is built around this balance. The firm utilizes a collection of secure and reliable tools designed to streamline collaboration without compromising human connection. For example, all contractual documents and sensitive files are shared using ShareFile software, which encrypts information while keeping the process simple for clients.

“ShareFile is viewed as a ‘non-issue’ platform—one that quietly powers secure client connections and helps Jitasa’s team feel part of something bigger than routine accounting work. It’s a true ‘send it and it’s done’ experience, with automated routing, notifications, and document storage, plus easy remote access for sales and client service.”

Tiffany Hylton, Director of Accounting Services, Jitasa

Outsourcing accounting also brings a layer of consistency that many nonprofits struggle to achieve independently. Because Jitasa uses the same systems, workflows and security tools across its entire client base, there is no guesswork about which platform to use or how information should be shared. This standardized approach removes friction for clients and creates a dependable, predictable experience every time they interact with the firm.

3. Collect Relevant Metrics

Client experience feels qualitative, but the firms that excel at it treat it like any other core business function: they measure it, track it and set goals around it. Relevant metrics help firms understand what clients value, where friction exists and how the client experience impacts growth over time.

Some of the most helpful KPIs for accounting firms include:

• Retention rate, which shows how consistently clients choose to stay
• Net Promoter Score (NPS), which can be a key indicator of how likely clients are to recommend the firm
• Referral volume, which demonstrates the strength of reputation and trust
• Turnaround time, which often correlates directly with client satisfaction
• Sentiment analysis, which uses technology to gauge the general sentiment of clients based on their interactions with your team over time

Collecting and analyzing these metrics regularly gives firms a clear picture of how clients feel throughout the year. More importantly, it highlights opportunities to strengthen communication, streamline processes or adjust service models before minor frustrations turn into bigger issues.

Jitasa has embraced this approach by not only measuring client satisfaction metrics but also setting internal goals tied to them. This commitment has enabled the team to continually improve and stay aligned with what matters most to clients.

As a result, Jitasa maintains a retention rate of more than 95 percent and a world-class NPS score in the industry, both strong reflections of client loyalty and the firm’s focus on customer experience.

Real-World Wins

To bring the earlier strategies to life, let’s look at two of Jitasa’s nonprofit clients. These mini case studies illustrate how prioritizing client experience can free nonprofit teams to focus on mission work, build confidence with stakeholders and ultimately support growth. Two organizations in very different sectors reflect this impact clearly—W.O.L.F. Sanctuary and DignityMoves.

At W.O.L.F. Sanctuary, the administrative workload once limited how much time the team could dedicate to animal care and mission expansion. After moving to Jitasa, the Sanctuary gained clarity and consistency in its financial reporting and budgeting, which gave the staff room to focus on what matters most. As Executive Director Shelley Coldiron put it,

“Working with Jitasa brings peace of mind. Our finances are carefully managed and clearly reported. Jitasa makes our administrative work so much easier, freeing our team from being bogged down in accounting tasks and allowing us to focus on what really matters: expanding W.O.L.F. Sanctuary’s mission and caring for these extraordinary animals.”

Shelley J. Coldiron, PhD, Executive Director, W.O.L.F. Sanctuary

This is the outcome of a centralized client experience: clear communication, reliable systems and a firm that listens closely enough to remove the biggest operational burdens. When your service feels this seamless, client loyalty becomes the natural byproduct.

DignityMoves had a different pain point but experienced a similar transformation. As a fast-scaling organization addressing unsheltered homelessness, they needed clean, reliable financial systems—fast. Their biggest hesitation was the administrative weight of building those systems internally. Jitasa stepped in with the expertise, technology and training to build their entire financial infrastructure from the ground up. Founder and CEO Elizabeth shared,

“Jitasa built our financial systems from scratch—software, billing systems, and training for our staff. They’ve ensured our audits are clean and every dollar is properly reported. My biggest hesitation when starting this organization was the administrative burden, but Jitasa lifted that weight, freeing me to focus on what I love: expanding our impact and securing the funding to make it happen. Having a partner like Jitasa makes all the difference.”

Elizabeth Funk, Founder and CEO, DignityMoves

This reflects the power of pairing technology with human connection. Clean audits, properly reported dollars and staff who feel supported don’t happen because of tools alone. They happen because of systems designed to enhance communication, eliminate friction and give leaders confidence at every step.

These stories demonstrate that when accounting firms prioritize the client experience, utilize technology thoughtfully, and measure what matters, they cultivate relationships that deepen over time. The organizations they support feel less overwhelmed, more grounded in their financial data and far better positioned to advance their mission. In turn, the firm earns long-term loyalty, stronger word-of-mouth and a reputation that drives new business.

Client experience isn’t an add-on. It’s a growth engine. To learn how ShareFile software can help elevate your firm into a truly client-centric powerhouse, connect with a ShareFile expert.

Want to hear more about how Jitasa uses technology to deliver a standout client experience? Watch the on-demand webinar.