Regional firm Cherry, Bekaert & Holland LLP launched a new client service program this week that will officially establish a set of service standards.

The program will be known as CPaR, standing for excellence through communications, performance and relationships. Among the service standards are an open-door policy for clients and colleagues, being accountable and keeping promises to clients, and a commitment to maintain the highest degree of honor and honesty at all times. The full set of standards is available on the firm's Web site,

Managing partner Howard Kies said that the firm will also be starting an annual client satisfaction survey to measure and monitor performance. "This goes to further demonstrate that top-notch client service is more than a goal at CB&H; it's an obsession," Kies said in a statement. "We want our clients to see, feel and hear this with every interaction they have with us." CPaR was launched last month at CB&H University, the firm's annual week-long training and team-building event held at Wake Forest University. CB&H is ranked No. 33 among national CPA firms by Accounting Today.

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