As well as handling bookkeeping, tax practise firms can offer their clients further added value. For example, they are able to provide in-depth information and publish this content via various channels. The benefits are significant for both sides – and measurable.
Bastian Klasvogt from WIADOK KG explained how client information is created and shared during the Friday chat with Paul Liese – „hsp live at 11“. The company has set itself the task of handling external communications for tax firms and offers expertise in brand design, website development and client engagement.
Whether in print or digital form: a wide range of channels for the flow of information
However, providing clients with information via newsletters, the firm’s own magazine or social media is not yet a priority for many tax firms, as Bastian Klasvogt knows: „We’ve noticed that most firms are rather reluctant when it comes to client information.“ The idea that such information isn’t read is merely a preconception that the managing director of WIADOK encounters in his day-to-day work. His wake-up call to tax firms is therefore: „Put yourselves in your clients“ shoes and think about what clients actually want these days.” After all, if tax firms approach client information in the right way, there is a great deal of potential to be found – for both sides.
First and foremost, it is important to put in place the necessary infrastructure for the firm’s communications: whether it be a printed magazine, a newsletter, a PDF attached to an email, social media or the firm’s own app – the options are numerous. All these media can be tailored to the individual tax consultancy: „We communicate in line with the firm’s look and feel,“ explains Bastian Klasvogt. Most tax firms use digital media, but printed magazines are also sent to clients. „Paper has a certain prestige and is durable,“ notes Bastian Klasvogt.
The content shared with clients via the various channels focuses on topics relating to tax, IT, data protection and human resources management. WIADOK does not produce this information itself, but works in partnership with publishers such as Deubner, Bollwerk and Axel Springer. Each month, there are around 120 topics to choose from, which tax firms can make available to their clients.
Success can be measured in terms of link interactions
As well as tailoring content for law firms, it is also possible to personalise it for individual clients. This allows the content to be tailored to specific individuals, whilst also enabling them to be addressed directly. „It has an amazing effect on read-through rates when I’m addressed personally,“ says Bastian Klasvogt.
The success that tax firms can achieve through this kind of communication can be measured directly. This is because articles are not displayed in full on social media, in newsletters or in print magazines; they are merely previewed. Readers can then access the full text via links or QR codes. The number of times this has been accessed can be measured in clicks. If clients allow tracking, it is even possible to trace who read what, when, on which device and for how long.
The added value for clients lies in the information provided to them by their tax advisers as part of the service. By offering this service, firms build closer relationships with their clients and attract attention – which is a key factor in the competition for new clients.
New project: Introducing tools for tax practice and clients
During the live talk, the WIADOK managing director also unveiled a brand-new project: tools designed to improve collaboration between tax practise firms and their clients are now being showcased across various channels. Specifically, this also involves Software solutions such as Opti.Tax. Even if tax advisers use these systems, this does not mean that all their clients do as well. However, this would be beneficial for tax practice firms, as it would make their work processes more efficient and straightforward.
It therefore makes sense for tax practice firms to actively communicate about such solutions. However, clients are not always tech-savvy, so it is important that clear instructions are disseminated via the various channels. According to Bastian Klasvogt, it is important that the firm „takes its clients by the hand and guides them.“
Rather than being a mere flow of information, the workflows in the new project are designed as interactive processes. Booking requests for consultancy appointments, for example, are integrated directly into the full text – and are therefore just one more click away.
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