Understanding Drivers of Client Loyalty - Lee Eisenstaedt

Date: Thursday, November 5, 2009
Time: 01:00 PM ET / 12:00 PM CT / 11:00 AM MT / 10:00 AM PT [Prevailing Time]
Presenter(s): Lee H. Eisenstaedt, Managing Director of L. Harris & Associates, LLC [LHA]
Objective(s):
Participants will come away from the MAPCast with the basics of a process to understand the key drivers of client retention that they can implement at their firms.
Field of Study: Marketing
Program Level: Basic
CPE Credit: 1 Credit Hour
Delivery Method: Group Internet-based

No advanced preparation or prerequisites are required for this course.
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Course Description

Client retention is the #1 issue in 2009 for accounting firms according to the AICPA. While many firms conduct client satisfaction surveys, these surveys do not lead to an understanding of why clients choose a firm in the first place and then elect to maintain a long-term relationship with it.

Understanding what’s driving client retention and loyalty and then turning those insights into actions leads directly to sustainable increases in revenues, profits, and partner compensation.

This Mapcast will introduce participants to a proven process for discovering the drivers of client loyalty, what they can expect to learn from such a process, the pushback they are likely to encounter when implementing it, and the keys to successfully making it part of a firm’s culture.

Examples from the real world will bring the “theory” to “life” and demonstrate how this process can separate a firm from its competition, and in the process, increase partner compensation.

Presenter and Moderator Bios
Lee H. Eisenstaedt, Managing Director of L. Harris & Associates, LLC (LHA), is leading the session. LHA is a consulting firm that helps leaders of professional service firms drive increases in partner compensation by improving client retention, focusing their strategic plans, and enhancing their profit margins.

Most recently, and prior to founding LHA, Lee spent three years as Chief Operating Officer of RSM McGladrey's Upper Midwest region in Minneapolis. Before joining McGladrey, he spent 21 years with the SC Johnson family of companies, the makers of products that include Windex® and Pledge®, and six years with Baxter International.

In addition to holding senior finance and operations positions with these companies, Lee lived and worked in Western Europe for five years while with SC Johnson. He also received his MBA from the Kellogg School of Management at Northwestern University.

Because his background is a blend of professional services and client-side experience, Lee is uniquely qualified to "understand both sides of the equation." He has also demonstrated his ability to adapt and transfer to professional services firms the processes, tools, and best practices of world-class, customer-centric manufacturers.

Cost
$25.00 for CPAFMA Members / $40.00 for Non-Members / Free for PAFMs

Delivery System

• All programs are delivered using the Zoom platform.
• Confirmations will include log-in instructions.
• Participants are able to participate using any device with an Internet connect (if the device does not have speakers, the participant can also dial-in) or they can participate with audio only by dialing in.
• All registrants will receive a link to the MAPCast’s recording by email within 48 business hours of event’s conclusion.
• There will be assistance available to help with technical and connectivity issues up to 10 minutes prior to the start of the presentation.

Registration

All registration is done on-line with the names and email addresses of each individual guest. Log-in details will be emailed to all registrants approximately 1-2 days prior to each session.

Refund Policy

CPAFMA will not issue refunds for MAPCasts. If a registrant is unable to participate in the MAPCast and sends written notice to info@cpafma.org 48 hours prior to the session, a credit will be provided for a future MAPCast. Alert the CPAFMA staff member monitoring the MAPCast if technical difficulties are encountered and technical support will be provided to eliminate problems with future MAPCasts.

Additional Information

Live participation is required for CPE credit and polling questions must be answered to show active participation. All registrants will receive an email following the session with links to the slides and/or handouts, and a link to the MAPCast recording (unless otherwise stated). If you are unable to participate in the live session, you can still watch the recorded session, but you will not be eligible for CPE credits.

For more information regarding CPAFMA MAPCasts or administrative policies such as complaint and refund, contact the CPAFMA Headquarters at 937-222-0030, or info@cpafma.org.