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![Woman graphic user interface](https://www.cpaaustralia.com.au/-/jssmedia/project/cpa/intheblack/images/inpractice/2018/woman-graphic-user-interface.jpg?mw=384&rev=de926e713d9e4bdd9f9def95e4d30285 384w, https://www.cpaaustralia.com.au/-/jssmedia/project/cpa/intheblack/images/inpractice/2018/woman-graphic-user-interface.jpg?mw=640&rev=de926e713d9e4bdd9f9def95e4d30285 640w, https://www.cpaaustralia.com.au/-/jssmedia/project/cpa/intheblack/images/inpractice/2018/woman-graphic-user-interface.jpg?mw=768&rev=de926e713d9e4bdd9f9def95e4d30285 768w, https://www.cpaaustralia.com.au/-/jssmedia/project/cpa/intheblack/images/inpractice/2018/woman-graphic-user-interface.jpg?mw=1024&rev=de926e713d9e4bdd9f9def95e4d30285 1024w)
7. Use client data analytics
Gaining and retaining a competitive edge requires a focus on client experience, but according to adviser and futurist Dr Emily Verstege, to take advantage of data analytics many accounting firms need a change of mindset.
“The problem is not an absence of information, [it] is an absence of insight,” Verstege says. Often, because of compartmentalised legacy systems, SMEs fail to capture a connected client dataset. She cautions against diving into analytics without proper planning, but offers these tips:
- Ensure information can be shared across company systems
- Reach out to clients to get insights that will help deliver greater value
- Consider how an analytics package will integrate with your strategic direction.