The CA Thingy
The ‘Client Happiness Index’: Measuring What Really Matters
June 15, 2025
Net Promoter Score (NPS) tells you if clients are satisfied—but not why. Here's how top CA firms track 5 actionable metrics that actually predict retention and referrals.
Why NPS Isn't Enough for CA Firms
- Too vague: "Score us 1-10" doesn't reveal specific issues
- Infrequent: Most firms only survey annually
- No early warnings: By the time NPS drops, clients are already leaving
The 5 Metrics That Matter Most
1. Response Time Score
% of queries answered within your SLA (e.g., 24 hours)
"How quickly we reply to emails"
2. Clarity Score
Client ratings of how understandable your advice is
"Do you leave meetings with clear next steps?"
3. Proactivity Index
% of contacts initiated by your firm (not the client)
"Do we flag issues before you notice them?"
4. Stress Reduction Score
Client-reported decrease in compliance anxiety
"How much has working with us reduced your tax stress?"
5. Business Impact
Client-estimated ₹ value of your advice
"Have we helped you save/make money beyond compliance?"
How to Calculate Your Happiness Index
Formula:
(Response Score × 0.25) + (Clarity Score × 0.25) +
(Proactivity Score × 0.2) + (Stress Score × 0.2) +
(Business Impact × 0.1) = Happiness Index (0-100)
Weights can be adjusted based on your firm's priorities
Automated Tracking Tools
| Tool | Best For | Key Feature |
|---|---|---|
| ClientSuccess | Mid-size CA firms | Auto-surveys after key interactions |
| ChurnZero | Enterprise practices | Predicts at-risk clients |
| HappySignals | Service quality focus | Measures effort reduction |
Case Study: How a CA Firm Reduced Churn by 40%
"After implementing the Happiness Index, we discovered our ‘happy’ clients actually had poor Clarity Scores. By simplifying our reports and adding video explanations, we:
- Reduced churn from 22% to 13% in 6 months
- Increased referrals by 35%
- Cut ‘clarification’ emails by 60%
— Neha Patel, Senior Partner, Chennai CA Firm
When to Measure (Without Annoying Clients)
- After onboarding: 30-day check-in
- Post-filing season: Annual compliance completion
- Quarterly pulse checks: 1-question micro-surveys
- After advisory sessions: Embedded in meeting summaries
→ Build Your Happiness Index Today
Free resources to get started: