astoryfromoneoftheworld’smost inspiringaccountingfirmstablets use them to look for information,...
TRANSCRIPT
A story from one of the world’s most inspiring Accounting firms Aynsley Damery, Partner at Tayabali Tomlin, talks about his experience of working with MyFirmsApp and the impact it has had for both his clients and firm.
When I reviewed the MyFirmsApp solution it looked good but to be perfectly honest, I said yes simply because and I thought it might be a nice ‘gimmick’ or ‘freebie’ for clients and a powerful, differentiating marketing tool. When I looked at our App on my iPhone it was well designed, heavily customised to our firm and our image, had fantastic integration with our blog and so was an effective, automated communication tool but beyond that it was, well, ‘basic’. That’s not to say I was disappointed; after all there’s a limit to how sexy a calculator or a fact sheet can be. But personally I didn’t actually think or believe clients would download it, let alone use it. But like I say that was not my goal for the App, it was specifically to help differentiate us. It worked I was right, it did differentiate us. What I underestimated was by how much and in how many different ways. We have had PR articles in important local publications like Cotswold Life and Business & Professional life, and we have had people sharing feedback with us on the App stores. It’s strengthened our message of being proactive, forward thinking innovators -‐ focused on entrepreneurs and helped us become even more visibly different than our competitors and all for such a small investment of money.
But I was still wrong It didn’t stop there though. Before this project I didn’t expect our clients to really engage with our App; that was until we started getting feedback from clients. They were loving it; I mean not just downloading it or using it once or twice. They were engaging with it, some of them multiple times each day. And each time they did, our branding and name was in front of them. And, well, am I glad it’s not a competitors! I underestimated the desire for our clients to interact, communicate and get content via their smartphones. And best of all it doesn’t require any of my time to manage it. A talking point It’s been a big talking point for clients and prospects. A very nice, professional way to share what we do differently without ‘selling’. We just give them a link to the App store, they get the App and we can then communicate with them. And what I said at the start about it being basic; we were one of the first 5 firms to use the solution. Since then its come on leaps and bounds, and as the team at MyFirmsApp continue to innovate, they are innovating for my clients and prospects. We have upgraded to platinum and are looking forward to the future. Whatever happens, we will continue to try and prepare our clients for the future, today. Aynsley Damery | Partner | Tayabali Tomlin
14 ACCOUNTINGPRACTICE
We live in a ever-more-connectedworld, where people are living inthe cloud and search for the
next bus using a handy free app.Insight Marketing’s David Oliver is
someone who understands how this newconnected world affects accountants, andperhaps more importantly how they cangain a real competitive advantage by usingthis ‘mobility’ to transform their businessprocesses.
He is quick to say that it is vital smallpractitioners aren’t scared of this new world,but told Accounting Practice that the factsdon’t lie. Over 60% of the UK populationnow owns a smartphone, and nearly a fifthof the population own a tablet device. Tabletsales are set to increase by almost 70% to197 million units in 2013.
If small practitioners don’t want to be leftbehind they must do two things, he said,both of which are very low cost – we aretalking under £1,000 here. That will be goodnews to most practitioners.
The first thing you must do is ensure yourwebsite is ‘mobile enabled’. Oliver is worriedbecause his research reveals that some95% of accountants have websites that arenot. All those owners of smartphones andtablets use them to look for information, andif you aren’t mobile-friendly then they can’tinteract you. He explains: “If your websiteisn’t mobile enabled then 61% of people willleave without even engaging with the site.”
Why would you put yourself at thatdisadvantage, he wondered. These users
MOBILE,BLOGS,APPSTHE FUTURE OF THE PROFESSION
Insight Marketing’s David Oliver explains to Graham Hambly the two things you must do right now
simply find a website that is slow, withunreadable content, and perhaps moreimportantly with forms that can’t be filled instraight away. Why would they think thatthis is the accountant for me!
The other big thing you need to do is getyourself an app. This, explained Oliver, is agreat tool, working on lots of different levels.Many accountants don’t like the idea ofdirect marketing and an app can be a verygentle way of selling what you do. In effect,you can give something of value to clientsfor a very low cost. He explained that manyaccountants he talks to are shocked by justhow many of their clients use their apps ona regular, almost daily basis.
An Apple and Google-approved app canalso enhance your reputation and help youdifferentiate yourself. It also gives everyoneaccess 24/7, and this is increasingly how
people are living their lives. Oliver believes agood app would provide a photo receiptexpense tool, push notifications, trackmileage, be blog integrated and, of course,have all the tax tables and key dates youneed. Add a calculator and the ability to‘arrange to meet’ and you have the perfectway of connecting accountant to client.
What Oliver wants to stress is that appsand mobile enabled website aren’t thefuture, they ‘the past and now’!
In future, the cloud and mobile togetherwill help shape the world we work in. Clientswill be using them and the accountant mustbe ready to respond. So, he says, keep aneye on the cloud, because everyone elsewill be, too. And remember, being techsavvy and ‘cool’ with the technology notonly helps attract new clients, it also helpsretain and attract employed talent, heexplained.
Now there is a reason that Oliver is suchan expert. He, or perhaps more importantly,his firm has been helping accountancy firmsand financial institutions for over 20 years.He is also the driving force behindwww.myfirmsapp.co.uk andwww.salesforaccountants.com. And, Oliverwill be one of the stars the show atAccountex, where he will be adding to the100,000 plus delegates he has helped to‘enlighten’. He is really worth listening to.
Graham Hambly is the Editor of PQmagazineCCoommiinngg nneexxtt ttiimmee:: WWee wwiillll bbee rreevviieewwiinngg tthheemmyyffiirrmmssaapppp’’ss pprroodduuccttss iinn tthhee nneexxtt iissssuuee ooffAAccccoouunnttiinngg PPrraaccttiiccee –– aanndd wwaattcchh oouutt ffoorr aaggrreeaatt ssppeecciiaall ooffffeerr ffoorr mmeemmbbeerrss
World in numbers 378,000 iPhones are sold every day
371,000 babies born per day
369,094,500 smartphones weresold last year
19% of these were dropped down thetoilet
81 minutes is average time peoplespend using Apps a day
50% of email users reply on a browser,tablet or mobile client, instead of adesktop computer
66% of people use their favourite appat least once a day
Are you ready to 'go app'? Against a challenging economic landscape, with client cutbacks and an uncertain future, smartphone apps may be key in helping accountancy firms seize the initiative to innovate and open up a whole new, cost effective way of reaching both existing and potential clients. According to Cisco, by the end of 2013, there will be more mobile devices on Earth than people. But how many firms realise the importance of mobile technology and how many are investing the right money in the right products? Year of the app ‘Apps give accountancy firms the ability to reach out to clients and prospects in a technology advanced manner at incredibly low cost,’ says Joel Oliver, founder, MyFirmsApp. ‘We are seeing firms of all sizes embrace this powerful mobile technology and the feedback from their clients and prospects has been five star. 2013 will be the year of the app for the accountancy profession as a whole.’ Apps help make the firm look modern and up-‐to-‐date and add another marketing string to the bow, agrees Salter, and adds: ‘There will be prospective clients that are swayed by the use of technology such as apps.’ With more and more people getting all their information, from current affairs to the weather to film and book reviews, why should their finances – and the accountancy firms that manage them – be any different? Apps for firms have myriad features all aimed at helping clients get the answers they need at the touch of a button, in real time, from anywhere in the world. Products range from the simple – ‘Calculators are popular,’ says Salter – to more bespoke offerings, with features such as: ‘Company car, should I incorporate? Payslip calculator, IHT, CGT and so on – but also some have the ability to add your own customisation – news and events – by logging into a web page and writing the text. Tax tables and rates can replace the card based ones that many firms still issue.’ And with app development arguably Generation Z’s newest entrepreneurial answer to getting rich quick, the dynamic and real innovations within the app marketplace right now mean that all businesses, including accountancy firms, will not be as competitive without one. Stand out from the crowd ‘For early adopters, an app will also help them to stand out and differentiate themselves from the norm,’ says Oliver. ‘To present themselves as a technologically advanced firm prepared to embrace new technology and that’s a powerful message. Firms that choose the right app will save hours operationally providing clients the basic information they need, at their fingertips available in real time, any where. Administratively, apps can also save accountancy firms time by using the app as a way to communicate in real time to prospects and clients at the touch of a button. And financially, apps save firms money by replacing the need for expensive, old-‐fashioned newsletters.’ There is a difference between a mobile website and an app. The latter range from the type of tools mentioned above, while a mobile site gives your mobile users detail about your services in a critical, mobile friendly version. MyFirmsApp, for example, offers tax tips, tables, calculators, important dates but it also integrates with a practice blog, meaning users can communicate through it. The adoption of such technology could significantly change the way that accountancy firms market themselves. 'By 2014 mobile browsing is predicted to overtake desktop viewing of websites,’ says Oliver. As Salter says, it is, simply yet effectively, ‘another means of getting information to clients and prospects.’ Beth Holmes, journalist
Alexander and Co are a proactive firm of Accountants in Cornwall. Below is an extract from one PR article that the
firm secured along with a comment from the senior partner, Richard Alexander.
“We are delighted with our App, which was designed by the team at MyFirmsApp. The
process was simple and the cost extremely competitive. It gives us great content in two
sections -‐ first the tax tables and really helpful calculators, and second the content we
can update ourselves, helping us keep clients and potential clients updated with news
and events at Alexander & Co and different ways we have helped clients. It's a fantastic
marketing tool with links to our blog, website and social media.”
Richard Alexander | Senior Partner | Alexander & Co Accountants
A great new App free from Alexander & Co here in
North Cornwall
Managing Director Richard Alexander says “The App
has been carefully designed in response to the
growing use of smart phones and mobile devices used
by our clients across Cornwall. We wanted to develop
a way to keep them up to date with the very latest
news, views and tips, as well as providing them with
key accounting data, in real time, at their fingertips.”
What will the Alexander & Co App do for you?
The good news is that the Alexander & Co App is not
exclusive to their clients and you too will be able to
use the APP. For example you will be able to calculate
the tax on certain company cars, keep a record of
company mileage or check the amount of tax you
might be paying. It will give you the power to check
Stamp Duty costs or see how you might increase your
profits as a business. You can also browse the library
of tax tables, giving you the very latest tax rates 24/7
whenever you need them. From National Insurance
and Inheritance Tax to Income Tax and Tax Credits –
it’s there for you.
Client Manger Paul Reynold’s, who is a keen APP user,
says “Developing an App is, we believe, a proactive
way to help individuals across Cornwall to become
more successful and more profitable and ultimately
helping businesses to be more enjoyable to run. The
Alexander & Co App gives everyone fantastic content
plus it makes it really easy to keep in touch. It has a
simple ‘arrange to meet' page along with all our
contact information as well as links to our social
media pages.”
Alexander & Co is one of the very first accountancy
firms in Cornwall to launch a free mobile App. The
great news is this App is now available and can be
downloaded onto your iPhone, iPad or Android
phones. It’s packed full of some really useful Tax
Tables, Calculators and important dates. All of which
you will be able to access for free, anywhere you have
internet connection on your device. It is certainly
refreshing to hear from a proactive firm who are
technologically advanced.
What is an App?
An ‘App’ is simply an application, a piece of software
that does something. In recent years, the term ‘App’ is
used to refer to applications that run on the web or
more commonly a mobile device – such as a
smartphone or iPad. The considerable growth in
smartphones over recent years has meant there are
now thousands of Apps available. From weather Apps
and games to business Apps like this brand new App
launched by Alexander & Co. In recognition of this
growth in App use, the Office of National Statistics
now includes smart phones and apps in its typical
basket of 650 goods used to calculate inflation.
Why did Alexander & Co develop its own App?
“We like to think that we are a proactive, forward
thinking and refreshingly different firm of
accountants.” says Client Manager Stephanie Stock,
“For example, we already embrace an electronic filing
system so that everyone at Alexander & Co can always
lay their hands on your records and correspondence;
even those persons who are not working on your
affairs. We also take our green credentials seriously
by using solar power and by being committed to
recycling. Both of which make sound business sense
too.”