What Questions Should You Ask in a Client Satisfaction Survey for Your Accounting Firm?

Every accounting firm knows that client trust is everything. But how do you know your clients still feel that trust? 

Well-crafted client satisfaction survey questions for accounting firms help you find out before minor issues turn into lost relationships. You can also design an accounting firm client feedback survey to capture what clients truly value in communication, responsiveness, and the quality of advice they receive.

In fact, a recent industry study found that 86% of accounting clients are willing to pay more for a better customer experience, and nearly two-thirds of buyers start their search with a “day one list” of firms, with 96% ultimately choosing from that list. 

Additionally, a 2025 report revealed that 92% of business clients consider referrals essential when selecting an accountant, and 85% say prompt responsiveness strongly affects their loyalty. 

When done right, surveys strengthen your client connections and uncover growth opportunities.

Understanding the Purpose of a Client Satisfaction Survey for Accounting Firms

A CPA client satisfaction questionnaire isn’t just about collecting ratings. It’s about listening. The feedback you gather helps pinpoint what’s working, what’s not, and where your team can shine even brighter. Used consistently, these surveys help you build deeper relationships and deliver more value to every client, year after year. 

Here is what your survey should aim to cover:

• Gathering insights for service improvement: When you use client satisfaction survey questions for accounting firms, you capture actionable feedback on how clients perceive your timeliness, clarity, and value delivered.
• Strengthening client relationships: A well‑designed client retention survey in accounting lets your team invite client suggestions, show care, and deepen trust by demonstrating that you really listen.
• Spotting new service opportunities: You can identify gaps where clients want advice or support that you are not yet offering, which helps your firm expand what it offers and increase value.
• Measuring and boosting loyalty: Recent data shows that clients of award‑winning accounting firms were 60% more likely to be completely satisfied than peers.

Timing Your Client Satisfaction Survey

Every accounting firm knows that client trust is everything. But how do you know your clients still feel that trust? Here are the best moments to launch your survey:

• Post‑engagement surveys: Sending an accounting services NPS survey shortly after closing a significant project or engagement gives you fresh feedback. At the same time, the experience stays top‑of‑mind, letting you catch issues early. For example, many B2B research reports show that delivering a survey within 0‑3 days (and ideally within 24 hours) of service completion increases the relevance of responses.
• Annual feedback reviews: Deploying client satisfaction survey questions for accounting firms once a year lets you track trends, review service quality over time, and compare client loyalty via metrics like the Net Promoter Score (NPS).
• Mid‑year check‑ins: A light-touch survey six months after the annual review helps your team measure progress on actions from the previous round and show clients that you listen and respond.
• Pre‑renewal pulse surveys: When a client engagement is nearing renewal or when you’re about to propose new services, the NPS survey at that moment gives you predictive insight into loyalty and potential referrals. Recent data shows that sending reminders boosts response rates by a median of eight percentage points, and a second reminder adds up to 15 points.

📌Also read: NPS Benefits: 11 Benefits of the Net Promoter Score

Crafting the Right Survey Structure

Your survey should feel effortless, not overwhelming.

A balanced accounting firm client feedback survey combines quick, quantitative questions (ratings, NPS) with open-ended ones that lets clients express their thoughts freely.

Balancing quantitative and qualitative questions

You want structured score‑based items to track trends over time and open-ended questions to capture client feelings and suggestions in their own words. Mixing both types gives you a clearer picture of what clients think and why.

Keeping it short yet meaningful

You must respect your clients’ time and craft a survey that can be completed in under five minutes while still gathering actionable insight. 

That means limiting to perhaps 10 focused questions that cover key touchpoints, such as responsiveness, clarity, value, and overall recommendation.

Action‑oriented question design

Finally, design questions so that responses point to a next step or improvement area rather than being generic. 

For example, ask “How clear was the communication about your tax planning strategy?” instead of “Were you satisfied with the communication?”

This way, each answer helps drive a concrete action plan.

Core Areas to Cover in Your Survey

Every effective accounting firm survey touches on a few core areas. These areas help you understand performance gaps and spot growth opportunities before they turn into client frustrations:

Communication

Clients want accountants who communicate clearly, consistently, and proactively. Questions should explore how well updates are shared and how responsive your team is. 

You could ask: 

• “How satisfied are you with our team’s responsiveness and ability to explain financial details?” 
• “How satisfied are you with how our firm explained the next steps and responded to your messages during the engagement?”

These questions highlight how communication builds trust and prevents misunderstandings in long-term partnerships.

In fact, research shows that 83% of clients regard clear communication as a key factor in their overall satisfaction.

Professionalism

This area measures behavior, tone, and overall service attitude. You can ask: 

• “How professional was your experience with our team throughout your project?” 
• “How confident did you feel in the professionalism and conduct of our staff during your recent service period?”

Responses here indicate whether your firm demonstrates the reliability and conduct clients expect when handling confidential data or meeting tight deadlines.

Accuracy and reliability

Accuracy forms the foundation of client confidence. Include questions like: 

• “How confident are you in the accuracy of your reports and financial statements?” 
• “How reliable were the reports and advice we provided in terms of accuracy and timeliness?”

This helps identify if clients trust your output and depend on your reliability during audits, filings, or financial planning.

Value for money

Clients appreciate transparency in pricing and the tangible impact of your work. A 2025 report revealed that less than one‑in‑five accounting firms feel confident that their pricing matches the value delivered.

In this case, a good question could be, 

• “Do you believe the quality of our service justifies the cost you pay?” 
• “How would you rate the value you received for the fees paid compared with the level of service and results delivered?”

Answers here reveal if clients feel your services deliver measurable value rather than being seen as routine expenses.

Overall satisfaction

This section captures the complete client experience from start to finish. You could ask, 

• “Overall, how satisfied are you with our firm’s services?” 
• “Overall, how likely are you to recommend us to other businesses?”

This feedback provides a clear picture of client loyalty and potential referral intent, helping you shape stronger client relationships and refine your service offerings.

Essential Questions for Client Satisfaction Surveys

Your survey questions should feel like a friendly check‑in rather than a formal interrogation. Use the categories below to group your questions clearly:

General satisfaction questions

This category captures overall impressions and whether clients feel your service met expectations. 

You might ask: “How would you rate your overall satisfaction with our firm’s services over the past six months?” This question opens the door to honest feedback and helps you gauge whether you’re building lasting value.

Specific service feedback

Here, you focus on the work you delivered and how well you met specific commitments. A question might read: “How confident are you that our team delivered the project on time, on budget, and with accurate results?” 

This invites clients to reflect deeply and offer actionable insight into your service delivery.

Relationship and communication quality

This section explores how the client feels about your interactions, tone, responsiveness and partnership. You could ask: “How satisfied are you with our firm’s communication frequency, clarity of updates, and accessibility when questions arise?” 

This kind of question confirms whether you act as a true partner rather than just a vendor.

General Satisfaction Questions

It’s important to start with simple, open-ended questions that help clients naturally share their overall experience. This sets a friendly tone and makes it easier to move into deeper discussions later on:

• How satisfied are you with our accounting services overall?
• Would you recommend our firm to others?
• How well did our team meet your expectations during your last engagement?
• Did the outcome match the goals you discussed with our team?
• How would you describe your overall impression of our accounting firm?

Service-Specific Questions

Once clients feel comfortable sharing general feedback, focus on their experience with specific services. These questions help you identify strengths and areas that might need refinement in your accounting practice: 

• How effectively do we handle your tax planning and compliance needs?
• Were your financial statements delivered on time?
• Did our advisory team provide clear and practical insights into your financial performance?
• How satisfied are you with the accuracy and timeliness of our bookkeeping services?
• How would you rate the quality of our financial reporting and documentation?

Communication and Relationship Questions

The quality of communication often defines the client experience, especially in long-term professional relationships. These questions help you understand how your team connects with clients and builds lasting trust:

• How responsive is our team to your queries?
• Do you feel your concerns are understood and addressed?
• Did our communication style make it easy for you to understand complex financial updates?
• How frequently would you prefer to receive updates from our team?
• Did you feel comfortable reaching out to your accountant whenever you had a question?

Performance and Value Questions

These questions focus on the measurable impact of your services and whether clients feel the value matches their investment. They give insight into how your work contributes to their business growth:

• Do you think the services provided are worth the cost?
• How do you rate the expertise of our accountants?
• Did our financial strategies help improve your organization’s profitability or stability?
• Do you believe our pricing reflects the level of expertise and dedication provided?
• How satisfied are you with the overall return on investment from our accounting services?

Improvement and Future Needs

Asking clients about future expectations shows that your firm values continuous growth and partnership. It also opens doors for new opportunities that could strengthen long-term client retention:

• What areas of our service would you like us to improve?
• Are there any additional services you’d like us to offer?
• What kind of financial guidance or tools would make your experience with us even better?
• How can we support your business goals more effectively in the upcoming fiscal year?
• Did you face any challenges that you wish we had addressed sooner?

Using Net Promoter Score in Accounting Surveys

Every accounting firm wants to understand how loyal its clients truly are. The Net Promoter Score, or NPS, offers an easy yet powerful way to track client loyalty and satisfaction. It’s an essential part of any client retention survey accounting, helping you identify promoters who advocate for your services and detractors who might leave quietly. 

To make the feedback process smooth and conversational, you can include questions like these:

• On a scale of 0–10, how likely are you to recommend us?
• How would you describe your overall experience working with our accounting team?
• How confident do you feel when referring our firm to your peers or partners?
• How often have you spoken positively about our services to others in your network?
• What specific part of our service influenced your score the most?

These accounting firm survey questions help uncover both satisfaction levels and client intent, giving you a clear picture of loyalty trends and risk areas.

Most accounting firms ask questions that clients tolerate, not questions that predict churn or reveal expansion opportunities. That’s why industry leaders rely on a client experience and reputation management platform such as ClearlyRated. 

Our accounting-specific surveys are based on 20+ years of data and include pre-designed questions proven to identify at-risk relationships three to six months before they terminate. Such data-driven feedback turns a client retention survey for accounting firms into a proactive relationship tool that strengthens trust and helps firms anticipate client turnover before it happens.

Best Practices for Conducting Client Surveys

Collecting feedback feels rewarding when it turns into valuable insights that strengthen long-term client relationships. To make your client retention surveys truly effective, you should focus on two significant aspects:

Using digital survey tools like ClearlyRated

Digital tools make survey collection faster and more accurate while reducing the manual effort your team invests. Platforms such as ClearlyRated help firms gather NPS responses, custom questions, and follow-ups that reveal what clients genuinely think.

The platform also includes a Satisfaction Survey Checklist designed for accounting professionals, helping teams avoid common mistakes and collect practical feedback that drives progress. ClearlyRated also provides analytics tools and updated benchmarks that let firms compare NPS scores against industry averages and track performance over time. 

According to 2025 data from ClearlyRated, 96% of accounting firms that use its surveys report positive ROI, while 92% believe the program helps them stand out in the market. These numbers highlight the clear value of listening to clients and taking measurable action.

Encouraging participation and honest feedback 

Clients respond best when they feel their opinions will actually lead to changes. To increase participation, firms should: 

• Share short surveys at the right time and follow up with personal notes that show genuine interest
• Keep the questions focused on service quality, value, and communication to help clients open up about their experiences
• Add a thank-you message after submission to make respondents feel valued and more likely to share again

Over time, consistent feedback from a client retention survey process builds trust and helps identify patterns that improve service delivery.

Analyzing and Acting on Survey Results

Collecting client feedback is only half the story. The real growth happens when firms analyze that data to uncover what clients truly feel and take concrete action to improve their experiences. Let’s see how you can turn survey responses into meaningful business outcomes:

Identifying at-risk clients through sentiment analysis

Every client comment offers insight into what they expect from your accounting firm and how they perceive its service quality. With ClearlyRated Insights, firms can identify at-risk clients early through AI sentiment analysis that interprets open-ended responses and categorizes emotions into positive, neutral, or negative tones. This helps you understand subtle shifts in satisfaction before they become full-blown issues.

Imagine receiving a feedback alert that highlights a dip in sentiment for one of your key accounts. Instead of discovering the problem after renewal time, you can intervene immediately, start a conversation, and retain that client. These real-time dashboards also help you monitor overall loyalty levels, track satisfaction across offices or teams, and compare your NPS against industry benchmarks. 

Turning insights into client retention strategies

Once the data reveals what your clients value most, it’s time to act with purpose. Accounting firms using ClearlyRated surveys can trigger personalized follow-ups and design targeted improvement plans that address client concerns directly.

For instance, if feedback shows delays during onboarding, leaders can allocate additional support or automate touchpoints to prevent recurrence. Over time, this habit of listening and responding transforms client experience from reactive to proactive. 

Firms that consistently use these insights see measurable improvements in satisfaction and loyalty because they base every improvement on genuine client feedback rather than assumptions. 

📌Also read: 10 Customer Retention Metrics & How to Measure Them

ClearlyRated's Pre-Designed Survey Framework for Accounting Firms

Every accounting firm wants client feedback that’s specific, honest, and easy to act upon. Yet creating survey questions from scratch often leads to long approval cycles, missed insights, and inconsistent results. 

ClearlyRated changes this with its pre-designed, data-backed survey framework built exclusively for accounting firms and professionals. Let’s look at how this framework simplifies the entire feedback process from start to finish:

Industry-specific question templates

Accounting firms often struggle to design the right mix of survey questions to capture client satisfaction accurately. ClearlyRated simplifies this process with industry-specific templates that align with accounting services and client expectations with precision.

Firms no longer need to brainstorm or guess which questions deliver meaningful data. Instead, they can select from pre-built formats validated through 20+ years of research and thousands of client interactions. These templates also include customizable options that allow firms to tailor the tone and focus based on engagement type or service line.

Automated follow-ups for promoters, passives, and detractors

Once responses start rolling in, ClearlyRated’s automation engine takes over. It categorizes respondents into Promoters, Passives, and Detractors and automatically triggers targeted follow-ups. Promoters can receive thank-you notes or requests for testimonials, while Detractors receive a quick, personal response to address their concerns.

This automated workflow helps firms act immediately and strengthen relationships without waiting for manual reviews. It also saves busy accounting leaders time, allowing them to focus on meaningful interactions rather than administrative tasks.

Turning survey results into marketing assets

When feedback is positive, it deserves visibility. ClearlyRated helps firms turn responses into testimonial-ready content that can be shared on websites, social media, or directories. Verified client testimonials serve as social proof that instantly boosts brand reputation and credibility.

These public reviews also help firms appear in ClearlyRated’s “Best of Accounting” listings, improving visibility on search results and attracting new clients. Accounting firms that use this framework find that every client response, whether positive or constructive, fuels continuous improvement and measurable growth.

The Right Questions Build Lasting Client Relationships

Asking the right questions creates stronger partnerships, deeper trust, and consistent long-term success for every accounting firm that values client satisfaction and loyalty. 

A well-crafted survey helps uncover what clients truly think and where they expect better collaboration, ultimately guiding firms toward more meaningful engagement and improved service delivery. When feedback transforms into action, clients notice the difference and stay invested for years. ClearlyRated simplifies this process through industry-specific survey questions, automation, and data-driven insights that turn feedback into real growth opportunities. 

Get started with ClearlyRated now and build stronger, more transparent client relationships today. 

FAQs

How often should accounting firms send client satisfaction surveys?

Accounting firms should use a combination of annual or semi-annual relationship surveys and more frequent, event-triggered "transactional" surveys to gain a comprehensive understanding of client satisfaction.

What's a good NPS score for accounting and professional services firms?

A good NPS score for accounting firms falls between 0 and 30, while scores above 30 reflect great client satisfaction. Scores above 70 indicate strong loyalty, whereas scores below 0 signal issues.

Should we survey all clients or just high-value accounts?

All clients should be surveyed to gain a complete understanding of overall satisfaction. ClearlyRated automates and personalizes surveys for every client segment, making it easy to gather insights from both high-value and regular accounts.