TC Group isn’t just another accountancy firm. As a Top 20 provider of Business Advisory and Accounting services, it supports SMEs across more than 15 service lines from payroll and tax to corporate finance, HR, audit and property.
Behind that breadth of service sits a clear strategic focus. One of the firm’s three core priorities of its local practices is Client Development and Client Experience and this is not simply about maintaining high service standards, it’s a deliberate investment in how TC builds deeper relationships, unlocks growth opportunities and differentiates itself in an increasingly competitive market.
With client relationships often spanning more than 20 years and Net Promoter Scores already well above the industry average, TC Group is building from a position of strength. But rather than standing still, the firm has made a conscious decision to formalise and elevate client experience as a key commercial lever for future growth ensuring it is ready to capitalise on technology advancements that free up more time to spend with clients.
That commitment is reflected in the creation of a new, dedicated Client Experience Manager role, a significant investment designed to bring structure, consistency and scalability to how the firm engages with clients.
“Client experience is central to how we grow the business,” said Stephen Watts, Chief Operating Officer at TC Group. “We already have strong client relationships and deliver exceptional service levels but the opportunity now is to be far more intentional in how we develop those relationships; improving consistency, identifying opportunities earlier, and ultimately delivering more value to our clients. This is a real statement of intent and to my knowledge, we’re the only firm locally making this level of investment in a dedicated Client Experience Manager role.
“In other words, we’re proud of what we do, and we want to make it even better. That’s where Alia and her new role come in.”
What it means for clients
Here, TC’s new Client Experience Manager, Alia Cain-Coleman, explains the focus of her new role, the programme she’s leading, and what it means for clients:
Why did TC Group introduce the role?
For many SMEs, the relationship with an accountant begins with compliance – accounts, tax returns, payroll. Accuracy and timeliness are essential, and having a trusted professional handling those responsibilities is non-negotiable.
But as businesses grow, expectations naturally evolve. Owners want more than accurate numbers. They want advisors who understand their business, anticipate challenges and communicate clearly. In short, they want an experience that feels proactive, supportive and genuinely invested in their long-term success.
The Client Experience Manager’s role reflects TC Group’s recognition that delivering this level of experience consistently, across multiple offices and service lines, requires structure, focus, and accountability.
Alia Cain-Coleman and Stephen Watts
What experience do you bring to the role?
I joined TC Group six years ago in our in-demand Payroll service line, which is one of the most deadline-driven parts of the business requiring constant client interaction.
Payroll teaches you very quickly how important accuracy and communication are. You’re dealing with people’s pay – people with families, mortgages and bills to manage – so the margin for error is incredibly small.
Managing my own portfolio of payroll clients meant I needed to balance technical delivery with relationship management, which has been invaluable preparation for this new role.
Alongside my day-to-day responsibilities, I led a digital transformation project within Payroll, introducing new technology and processes designed to improve efficiency and enhance the experience for both clients and colleagues. I’ve always been interested in finding ways to make processes clearer and work more efficiently without compromising service quality.
Can you describe your approach?
From the outset it was important we had a clear blueprint rather than jumping straight to quick fixes. That’s why our Client Care Programme’s structured across four stages: Review, Design, Build and Implement.
The Review phase has focused on gaining a deep, evidence-based understanding of our current client experience.
Internally, I went on a ‘listening tour’, speaking with our Service Line Heads, Client Service Directors (CSD), and Client Service Managers (CSM) to get an honest view of how the client journey works in practice. We also launched a wider internal survey to ensure all colleagues could contribute.
Externally, we spoke to selected clients using the same questions, allowing us to compare perception with reality. This insight has enabled us to identify patterns, friction points, and opportunities but also to highlight areas of excellence we can replicate more consistently across the business.
How has the approach been received?
Engagement has been extremely positive. There’s a genuine openness across the business to celebrate what’s working well, learn from successes and address areas for improvement.
Specific client experience objectives are now included in personal development plans, reinforcing that delivering great client experiences is a shared responsibility across the business. Office huddles are also used as a forum to share examples of exceptional client service and keeping Client Experience front of mind.
How does technology enhance client experience?
Our new CRM platform is a key enabler to provide a structured view of client relationships and engagement across the business, helping us see how clients interact with different teams and services and ensure we have accountability.
But I see technology as a tool to support relationships, not replace them. The real value will always come from personal interaction – meeting clients face-to-face, understanding their priorities, and building trust are central to every relationship.
What’s next for the programme?
With the insights we gathered during the review phase, we’re now moving into the design stage. This is where all that valuable feedback gets translated into practical standards, processes, and training that can be embedded across the business.
Next steps include developing clear, consistent standards across the client journey, using our CRM to give us better visibility of client engagement across teams, and providing targeted training so colleagues feel confident, empowered, and consistent in how they deliver client experience.
What does success look like this year?
First, it’s about clients feeling the benefit, genuinely noticing the difference and experiencing a more structured, proactive and consistent service. We’re also going to continue using our surveys to gather more insight each month.
Second, it’s about building on what we already do well. TC already delivers strong client service, and our aim is to take that to the next level with more intentional and consistent engagement across our CSDs, CSMs and service line teams.
Third, it’s putting the right framework in place. The Client Care Programme will be clearly defined, embedded into day-to-day operations, and provide direction for ongoing improvement.
If you’re a business owner looking for a business advisory and accountancy firm that genuinely prioritises client experience, TC Group would be happy to talk. Alia is also keen to exchange ideas with other local organisations who are passionate about delivering exceptional client experience.
Call 01604 746760, email Alia Cain-Coleman at aliacain-coleman@tc-group.com
or visit the TC Group website to find out more.
