Introduction: The new expectation is “fast and human”

Believe it or not, clients expect experiences that feel tailored and responsive, even as AI becomes standard in professional services. Research from McKinsey & Company shows that 71% of consumers expect personalized interactions, while 76% feel frustrated when personalization falls short. At the same time, Gartner reports that only 14% of customer service issues are fully resolved through self-service alone. For accounting and finance teams, the path forward is a deliberate balance. Here’s how to decide what should run on systems—and what still deserves a human touch.

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What to automate: repeatable, trackable, time-sensitive work

If a task follows the same pattern every time and becomes painful only because it slips through the cracks, then it belongs in automation. Automate anything that protects deadlines, reduces follow-ups, or keeps work from slipping.

• Document collection and intake: Use standardized requests, secure uploads, and visible status so clients know exactly what is missing. During month-end close, this prevents the back-and-forth over missing bank statements or receipts.
• Reminders and nudges: Automate deadline reminders and follow-ups for outstanding items to avoid last-minute scrambles. This is especially effective during BAS, VAT, or quarterly reporting cycles.
• Routine updates: Share automated progress checkpoints like “review in progress” or “ready for approval” so clients stay informed without extra emails.
• Internal handoffs: Trigger task creation and owner assignments automatically when work moves from prep to review, reducing bottlenecks and the “I thought you had it” moment.

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What to personalize: moments that shape confidence and loyalty

Automation creates efficiency, but we should also remember to personalize moments where judgment and context matter. These are the interactions clients remember, and they are ones that separate a service provider from a true advisor. This greatly enhances the client experience.

• Discovery and goal setting: Spend real time understanding client priorities, constraints, and what success looks like for their business, especially at the start of an engagement or new year.
• Decision points: Walk your clients through tradeoffs, scenarios, and recommendations so they understand both the numbers and the reasoning behind them.
• Risk and reassurance: Handle sensitive issues, scope changes, and expectation resets through direct conversation to reduce your clients’ anxiety and protect the relationship.
• Insights delivery: Translate reports into plain language, explaining what the results mean and where clients should focus next.

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The operating model: design a “two-part” client journey

With these in mind, you can then design client experiences with two speeds: systems handle predictable workflows consistently, while people focus on judgment, guidance, and interpretation. Automation becomes the infrastructure that keeps work moving, while personalization becomes the leverage that turns accurate work into trusted advice. Firms that blur this line often over-automate relationships or under-systematize delivery—both of which hurt trust and scale.

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Automation handles the mechanics of client work, so your firm can focus its time and effort on the conversations that move relationships and decisions forward.

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Use Client Hub to create space for real client work

The strongest client experiences come from clear systems paired with thoughtful human attention. As firms look toward 2026, this balance between automation and personalization will increasingly define client satisfaction and retention. Client Hub supports this balance by automating document collection, reminders, and simple updates freeing accountants to focus on advisory conversations, insight-sharing, and relationships that grow trust over time. If you’re looking to systematize the routine work while keeping client relationships front and center, Client Hub offers a practical example of how that balance can work in day-to-day practice.