Why Experience Matters More Than Ever
In today’s profession, accuracy and responsiveness are expected. Getting the return filed, the books reconciled, or the payroll run on time — those are table stakes. What sets firms apart isn’t what they deliver, but how they deliver it.
Your clients aren’t just comparing you to the accounting firm down the street. They’re comparing you to the last boutique hotel that greeted them by name, the retailer that remembered their preferences, or the app that let them complete a task in seconds. Experience has become the new differentiator.
The challenge is that many firms stop at 90%. They get the job done, but they don’t go further. And it’s the last 10% that defines world-class. That’s the part that’s not required, but deeply felt.
The Last 10% Is Where Loyalty Lives
World-class firms obsess over the last 10% because they know loyalty doesn’t come from compliance, it comes from care. It’s the handwritten note after onboarding, the proactive midyear check-in, or the extra detail that shows you’ve been paying attention.
At one of our events, we once had a hotel fumble a reservation extension for a member firm. Rather than let the issue slide, I stepped in, used my own hotel points to cover the difference, and made sure they paid nothing. Later that day, they sent me a note that simply said: “Thank you, #world-class.” That moment didn’t require huge resources. It required attention, care, and a commitment to the last 10%.
What the Last 10% Looks Like in Practice
Delivering unforgettable experiences doesn’t require extravagant budgets. It requires intentionality.
Personalization: Celebrate a client milestone with a thoughtful message or gift.
Proactive guidance: Send a quick insight midyear that helps them make a better decision before year-end.
Ease of use: Remove friction from every touchpoint — document uploads, e-signatures, and billing.
Signature moments: Surprise clients in ways they’ll remember, like Will Guidara’s famous Unreasonable Hospitality hot dog story. Small, unexpected touches create stories clients retell.
These aren’t just niceties; they’re trust multipliers. They’re how you turn satisfied clients into loyal advocates.
Technology Clears the Way
Ironically, unforgettable experiences are often powered by technology behind the scenes. When the first 90% of the work — reminders, data collection, task tracking — is automated, your team gains the margin to focus on the last 10%.
Modern platforms don’t just streamline workflows; they create the conditions for care. When your people aren’t buried in manual follow-up, they can focus on listening, noticing, and creating signature moments that matter.
Building a Culture of World-Class
Unforgettable experiences don’t happen by accident. They’re built into culture.
As the founder of Rootworks (before I sold the company) and now as the co-founder of Better Everyday, my focus as a leader has always centered on a single mantra: we strive to attain world-class experiences.
World-class doesn’t mean flawless execution. It means caring enough to go beyond what’s expected. To notice the details, to act with intention, and to consistently create moments of care. At Rootworks, we taught firms that world-class was a standard you could define, train for, and measure. At Better Everyday, we continue that work by helping firms embed world-class thinking into their culture so it shows up in daily operations.
Here are a few keys to building that culture in your own firm:
Define it clearly. Don’t just say “be world-class.” Give your team examples, share stories, and make it tangible.
Make it part of training. Talk about world-class in staff meetings. Onboard new employees with examples of what great looks like.
Reinforce it often. Celebrate when a team member delivers the last 10%. Share their story so others see what’s possible.
Empower your people. Give your staff the autonomy and resources to act without hesitation when an opportunity arises.
Culture isn’t created by perks or slogans. It’s created by structure, reinforcement, and leadership.
Why It Matters Now
As technology and AI continue to make compliance more efficient, your ability to differentiate on accuracy alone will shrink. What will remain, and what will matter most, is the experience you create.
The firms that thrive will be the ones that combine digital efficiency with human care. The numbers may get clients in the door. But the way you make them feel is what keeps them coming back, referring others, and sticking with you for life.
Final Thought: Do the Work of the Last 10%
The last 10% isn’t about perfection or extravagance. It’s about caring enough to go further than most firms are willing to go. It’s about designing a culture where world-class is the standard, not the exception.
When you do, you stop being just another service provider. You become unforgettable.
