A funny thing happened to me on the way to last year's Association for Accounting Marketing summit. I normally speak with many CPAs throughout the year, but I had the opportunity earlier this year to speak with a number of CEOs about their CPA firm's performance — or lack thereof — and lo and behold they had A LOT to say. So I invited a few of them to Orlando for a panel discussion to get "Inside The Minds of 'A-Level' Clients" and they were more than ready to speak their minds!

CEO panelists included Ron Kaplan of Action Products International Inc. in Florida, Karen Hough of ImprovEdge in Ohio, Dorthea Wynn of the Orlando Heart Center, and Tony Wood of The Leadership Coalition in Florida (the company I work with).

The CEOs shared their opinions on service standards, billing procedures, satisfaction surveys, communication, and relationship management. Marketing professionals take heed — and consider asking your own clients about these sensitive areas of client relations!

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