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Go Beyond Disruption

177 EpisodesProduced by AICPA CIMAWebsite

Stay ahead of the accounting & finance curve with weekly insights on emerging technology, human intelligence and digital transformation. AICPA & CIMA's global community helps you leverage disruption today to prepare your profession for tomorrow. The Association of International Certified Profession… read more

44:44

The Value-Perception Gap: Why Do Clients Leave? With Robert Craven of GYDA.

"Too many accounting & financial firms think that their solution is what the customer wants. People don't buy what you do, they buy what you do does for THEM!"

GBD67. Our guest's work on marketing and growth strategy has been widely published and acted upon by thousands of businesses and agencies, from BlackBerry to Barclays, from Nando's to AirBus. Robert Craven has presented to Google and several other leading global brands, and that's why we sat down with him to explore the "Value-Perception Gap", talk about why clients leave (and what to do about it), and answer the question: "The Reason We Love Our Accountant Is...?" His insights are invaluable to anyone running a service business which relies on close client relationships - and that means accounting and finance professionals. 

  

GIVE FEEDBACK.

How did you discover our podcast, where do you listen, and what would you like to hear more of? Finance pro or not, we'd love to know what you think. Email us here.

 

LINKS WE MENTION

* Theodore Levitt's seminal 1961 Harvard Business Review article "Marketing Myopia"

* "Grow Your Service Firm" – Robert Craven

* "Customer is King" – Robert Craven

* See https://robert-craven.com/wp-content/uploads/2014/07/CIK-mini-version.pdf

* PWC's Report on the Future of Client Experience

 

OUR GUEST

Founder of the Grow Your Digital Agency initiative, Bath-based Robert Craven is a mentor and consultant who has helped more than 1,000 companies to revolutionise the way they work. Author of several books, including  “Growing Your Service Firm”,  Robert's work on marketing and growth strategy has been widely published and acted upon by thousands of businesses and agencies, from BlackBerry to Barclays, from Nando's to AirBus. Described as the UK's best-known and sought-after keynote speaker on growing digital agencies, Robert talks on customers: finding, delighting and keeping more and better customers and clients. He is not full of theoretical rhetoric; he offers practical solutions - tangible business growth results. Connect with him on LinkedIn here

 

MORE ABOUT OUR PODCAST.

The Voices. These conversations with expert guests are recorded by different members of the AICPA & CIMA team from our offices around the world. While the sound quality may vary, the insights will always be consistently useful.

Hear more. Get our shows every week automatically and free. Share them easily with colleagues and friends by using the icons on your app or media player. 

Skill Up. Find related CPD/CPE resources at the AICPA Store and the CGMA Store.

Connect#GoBeyondDisruption  @AICPANews @CIMA_News

©2019 Association of International Certified Professional Accountants (AICPA & CIMA). All rights reserved.

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