Today's Technology for Tomorrow's Firm.
Issue link: https://cpapracticeadvisor.epubxp.com/i/36891
PRODUCTIVITY IN PRACTICE BY ISAAC M. O’BANNON, TECHNOLOGY EDITOR The Human Touch: Using Technology to Maintain Real Client Relationships Accountants have long had a reputation as being somewhat reclusive, perhaps even seen as professional hermits, because of the nature of many of the tradi- tional services they provided. Even with the advent of modern technologies and computers, the old stereotype of a number- crunching, bean counter wearing a tinted visor, with 10-key at hand, while poring over reams of spread- sheets persisted. And perhaps even grew as remote access technologies have enabled some professionals to remove many aspects of client interaction. Adrian G. Simmons, CPA - Manager Firm: David G. Simmons, CPA LOCATION: Laurel, MD WEBSITE: www.simmons-cpa.com PRACTICE SPECIALTIES: Individual & Business Taxation; Wealth Advisory, Technology Consulting s Taxation; hnology Consulting EDUCATION: BBA, Loyola; MBA, Loyola PROFESSIONAL ASSOCIATIONS: AICPA, Maryland Society of Accountants Committee; Columnist for MSA Newsletter and Society of Accountants MOST RECENT CONFERENCE: AICPA PS TECH+, SOCIAL NETWORKING: A full list at www.AdrianGSimmons.com Scholarship Foundation Trustee; MSA Technology Columnist for MSA Newsletter +, Las Vegas egas PRODUCTIVITY SCORE™ 279 fi rm has adopted a more effi cient paperless manage- ment system and is now using remote access, project management and online scheduling tools. T e fi rm is also guiding clients toward web-based payroll and accounting systems, as well as online collaboration tools. “My goal isn’t to fi nd a way to do more, but to do bet er,” Adrian says of his technology and business focus for the practice. “I am always keeping an eye on what our clients want, what our most compelling value proposition can be. To do this, we don’t need bet er data, the fi rm is also able to provide bet er insight into a client’s fi scal position, and more valu- able consulting services, including benchmarking and planning. As a young professional, Adrian is also an avid user of various social media, and has turned to these and other technologies to keep the human interac- tion component of client relationships strong. In addition to Twit er, he also blogs frequently on small business and accounting topics, and manages a YouTube channel that includes videos with advice and tips for small businesses and individuals. (You can see S e t the Simmon v e videos at www.youtube.com/ monsCPAFirm). He’s even recorded a viideo commercial for the fi rm. He sees these tools as e s as t technology off ering a human touch th t at othat otherwise can get lost during purely elec ectroniic ec engagements. “We do for a “We don’t want to be just a faceless ‘m ‘mail-away’ service that a business se needs. Andt For Adrian Simmons, a CPA in Laurel, Maryland, this is counterintuitive to the way he wants to run his practice. “People and relationships are the most important part of our business,” he said. “And even though technology helps us improve our work product, we shouldn’t let it allow us to become complacent in the human elements of our business.” Despite his boyish looks, the 32 year-old has been credentialed for nearly 10 years, including working for a Big 4 fi rm in Baltimore. For the past nine years, Adrian has worked with his father at the practice his father started more than 30 years ago. T e fi rm, David G. Simmons, CPA (www.simmons-cpa.com), is currently focused mostly on individual taxation and planning, wealth advisory services, investment management, and small business consulting. Since joining his father’s practice, which he will likely take over in a few years, Adrian has assumed supervision of most of the technologies used in the practice and has moved them toward greater pro- ductivity internally, as well as helping their business clients bet er manage their business processes. T e 52 August 2011 • www.CPAPracticeAdvisor.com to be on the ‘bleeding edge’ of technology, since that can lead to errors. But we certainly stay in the early adopter range.” T e fi rm, which Adrian is planning to rebrand sends fi les to and gets them fi xed. We want to be the people they trust or dvice when it comes to their fi na fi nancial and business management d to get this level of trust, most people want to meet you and see you, whether in person with a handshake or a video call.” As the uber-connected technophile that Adrian in the near future, scored a 279 on the CPA Practice Advisor’s Productivity Survey, a free web-based tool (www.CPAPracticeAdvisor.com/productivity- survey) that helps fi rms assess their workfl ow and technology usage, and provides benchmarking against similarly sized practices. “MY GOAL ISN’T TO FIND A WAY TO DO MORE, BUT TO DO BETTER.” One of his key areas of focus has been adding remote bookkeeping management services, which he says can take a lot off of client’s minds, as well as helping to ensure data integrity, since unqualifi ed and unskilled users won’t be creating problems in the business’ bookkeeping system. As a result of is, he’s never really “away” from work, since he has access to most of his work programs and data from anywhere using LogMeIn remote access on his iPad or laptop. T is makes it easier to get out and actually have these face-to-face meetings with clients and see how they are using their bookkeeping and other systems in their businesses. While his interest in technology has been largely self-inspired and self-taught, his business savvy is most certainly a family trait, since not only is he following in the footsteps of his father, but one of his brothers is also a CPA, although in the govern- ment sector. Adrian graduated with a degree in business administration from Loyola in 1999, and then completed an MBA in 2000. His adaptation of various mobile tools also allows him to get out of the offi ce more oſt en for recreation, including ski trips to Vermont and Pennsylvania, as well as scuba diving with friends in Florida. While most of his recreational dives are less than 60 feet, he has had the opportunity to go as deep as 90 to 100 feet with some instructor friends.