ACCA’s 2020 strategy set out ‘to be #1 in developing the accountancy profession the world needs’. This inspired a new focus on customers and opened the doors to develop new approaches. Today honest conversations, supported by customer data and intelligence, drive change and create buyin at all levels. Crucially, Planning, MI & Customer Intelligence teams have come together to understand the data and plan change. In particular, they now work closely with Marketing to plan effective campaigns and empower advisors to give a great customer experience. Everyone is engaged and involved, with shared objectives, enabling a true sense of ‘one team’. As a result, employee engagement scores are up by 90 points in the last 2 years.

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