Customer relationship management has clearly evolved from both a cost and technological perspective. Yet despite its touted advantages for small and midsized firms, CPAs have traditionally shunned the idea of adopting CRM at the firm-wide level. This has slowly begun to change as client retention has become more of a priority and CPAs begin to understand what CRM can do for them now and in the future.

This interview with Danny Estrada, CRM practice director at Sage reseller and technology consultant Net@Work, discusses why CPAs need to consider adopting CRM, the barriers to entry, and the challenges that remain. As he explains, “If a firm is to survive and to thrive, it’s the firm that has the ability to embrace technology in a way that makes them better companies.”

Other areas of interest

• Managing a Practice