Communication is critical to the success of any organization. It helps firms share timely and accurate information to manage client expectations and collaborate internally.
Communication was the topic of Nick Sonnenberg’s keynote presentation at the recent Boomer Circle Summit, and it got me thinking about how Boomer Consulting, Inc. approaches communication, creating transparent processes to streamline internal and external interactions.
Why you need a structured communication process
Having a standardized process for using communication technologies improves efficiency and reduces common pain points like confusion about which tools to use. A defined communication framework allows teams to collaborate more effectively and ensures everyone has the information they need to do their job.
Step 1: Identify the right platform
The first step in your communication process is selecting the right platform. Each communication tool you use should have a specific purpose, preventing overlap and confusion. Here’s what we use, or are at least working towards making standard across the company:
Email is reserved for external communications with clients and outside stakeholders.
Asana is used for internal communications related to tasks and projects. This allows us to track progress on various initiatives, assign responsibilities, and ensure we meet deadlines.
Customer relationship management (CRM) software is ideal for marketing and business development tasks. We can hand off prospects and new clients between consultants, client service and the growth team, ensuring all client details and leads are properly managed and accessible.
Instant messaging (Zoom IM or MS Teams) works when we need quick answers or need to follow up on an Asana task or CRM entry. But it’s important to set guidelines for their use to avoid unnecessary interruptions (more on this below).
Zoom meetings are primarily used for client discussions or internal strategy meetings. Outside of our Monday morning staff meeting, which has more of an “FYI” format, our Zoom meetings are strategic and solution-focused.
While this structure works well for our company, moving away from legacy systems like email for internal communications is a gradual process. It takes time and effort to help people adopt new habits.
For example, consultants used to email our Solutions team about leads, but we now direct them to use the CRM system. It’s an ongoing process, but the benefits of a structured approach to communication are undeniable.
Step 2: Establish clear guidelines for communication
Once you identify the right platforms, the next step is creating clear guidelines and standards for using them. Standard processes ensure consistency and help team members understand what information is necessary for others to perform their duties effectively.
At BCI, we have templates and guidelines governing how we input data into our CRM and Asana. This way, we can be sure that when a new client signs a contract, for example, the handoff includes all relevant details—from the client’s contact information to the specifics of the engagement. These standards ensure nothing gets overlooked.
Here are a few other ways we standardize communication:
Asana tasks. For task management, we ensure all assignments include enough context so that the responsible party has the full picture. This includes attaching relevant documents, setting deadlines, and identifying the task's scope.
Instant messaging etiquette. Even instant messaging follows a process. Before messaging a coworker, we check their calendar to ensure they aren’t in a meeting. If they’re available, we start the message with a friendly "Hey, [Name]," giving them the chance to respond when they’re ready.
Meeting agendas. When scheduling meetings, we create upfront contracts or agendas so attendees know exactly what we’ll discuss. We also include initials for each invited participant in the meeting title. This allows anyone who believes they shouldn’t attend—or thinks someone else should join—to either decline or adjust the attendee list.
Overcoming resistance to change
As with any process, implementing new communication guidelines requires change management. People are accustomed to doing things a certain way, and it’s natural to meet some resistance. The key is persistence and education. Regularly remind your team of the benefits and provide continuous training to encourage buy-in.
It’s also important to remain flexible and open to feedback. Your communication processes can and should evolve as your firm grows and new technologies become available. Regularly revisit and refine your communication tools and guidelines to stay ahead of the curve.
Investing time in building a clear communication framework helps your team stay organized, reduces errors and ultimately contributes to better client service and firm growth. Consider the tips I shared above and adapt them to your firm and the communication tools you use. I believe you’ll be able to improve productivity and build an environment where everyone is on the same page.
Do you want to fast-track your firm’s success in the areas of marketing and business development?
The Boomer Marketing & Business Development Circle is a peer group of top marketing and business development leaders in the accounting profession who are committed to aligning marketing and business development initiatives with firm strategy. Apply now to get plugged into the Circle and start growing your firm.
Parker Bohon, Solutions Coordinator at Boomer Consulting, Inc., is excited to work closely with our members. Her primary focus is on our communities, including the Boomer Technology Circles, CIO Circle, and Marketing and Business Development Circle.
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