Acritas has run a large volume client feedback programme for one of the largest mid-tier accountancy firms, BDO. Its programme was established to demonstrate its commitment to continual improvement based on client feedback. Acritas has helped to create buy-in to the programme and extend it to over 400 independently conducted telephone interviews each year. The findings are fed back at multiple levels, delivering optimal return on investment. Where clients agree to be attributable, individual interview reports are prepared and circulated to Partners to inform client contact, account planning and cross-selling activity.

Collated findings are fed back at firm-wide level to inform strategic development and performance monitoring, and to drive business planning and client service initiatives. The work is also used extensively by their marketing team, which looks at buyer behaviour patterns revealed and implications for brand and communications activity. The programme outputs have also contributed to the development of a loyalty model, making use of factor and regression and data from other research conducted for the firm to deliver a unique understanding of client retention and advocacy. A web survey element was also added to this programme to gather post transaction data.