CPA VISION PROJECT

1

• CPA VISION PROJECT

Prepared for Fall 1997 Council Meeting of the
American Institute ofCertified Public Accountants
Prepared by Yankelovich Partners October 21,
1997
2
Research Projects

• 14 one-on-one interviews with members of the
  AICPA External Advisory Council.
• Seven focus groups among public practice,
  industry, and government CPAs, and two focus
  groups among students not pursuing a CPA
  designation.
• 100 interviews among high income Americans and
  103 interviews among small business owners.

3
Overarching Themes
1. The Vision Project is Enthusiastically
Received
4
Theme Enthusiastic Reception

• I think the Vision Process is a sound idea.
  Im very enthused about the thought processes,
  and Im really interested in the outcome of
  this. (EAC)

5
Overarching Themes
2. The Vision Project, as It Continues, Needs to
Build on Its Market Orientation
6
Theme Multiple Perspectives

• I would tell the Vision Project very strongly
  to listen to everybody, to get a good
  representation of ideas from people in business.
  In the past, they have started this process and
  then became internally focused again. (EAC)

7
Overarching Themes
3. Recognize and Build on Positive Image of CPAs
8
Theme Positive Image

• The designation itself brings universal respect.
  Your ideas tend to be generally worth more.
  (Government CPA, Boston)
• The accounting will get you in the door.
  (Industry CPA, Atlanta)

9
Overarching Themes
4. Discover and Build New Areas of Professional
Service
10
Theme Build Services
11
Overarching Themes
5. Recognize that Clients Often Have a Limited
Understanding of the Services CPAs Do or Could
Provide
12
Theme Limited Understanding of CPA Capabilities
According to the AICPA/Yankelovich survey of high
income Americans and small business owners

• Three in four CPA users say they are extremely
  or very satisfied with the job their CPA is
  doing, and that there is nothing more they wish
  their CPA did for them.
• YET Significant numbers say they would like a
  personal advisor to help them with financial
  planning.

13
Overarching Themes
14
Theme Market Skills

• Become proactive, seek opportunities to
  help your clients/ clients businesses
• Take initiative without being asked
• Solve problems creatively
• Strive to become a personal advisor

15
Overarching Themes
7. CPAs Take on New, Bold, Unprecedented
Leadership Roles
16
Theme Leadership

• The main advice I would give is for CPAs to
  step out and be more in their leadership roles.
  I think they are going to need that. (EAC)