2. Maco & Associates commissioned Market Research Solutions, LLC to better understand
client perceptions for the 2015 Tax Year
Maco & Associates invited clients for participation via email (through constantcontact.com).
To maximize response rate, one client was randomly awarded an Amazon gift card
In total, 60 respondents participated in a brief customer satisfaction survey online
Last year (‘14 Tax Year), the study yielded 52 completes
The study was fielded between April 26th and May 19th, 2015
Last year’s study was fielded between April 24th and May 17th, 2015
Results are reported on the valid base of respondents who answered each question
Results with base sizes less than 35 are denoted as “small sample”
Please exercise caution when interpreting these results
Data labels for results less than 2% are suppressed from stacked bar charts
Where applicable, tests of statistical significance are used to determine if results are
“statistically” different from year-to-year
In these instances, statistically different results are noted with an up/down arrow
Objectives and Methodology
2
4. Key service performance indicators for overall satisfaction continue to be extremely strong
and are near perfect. Full satisfaction is reported for responses to questions, communication
and return process and timing of return
Perceived value and client retention continue to be high and are influenced by a number of
factors including integrity, staff knowledge, quality, communication, and ongoing
consultation throughout the year. Clients will continue to refer Maco & Associate to others,
through a slight decrease in strong likelihood ratings versus the 2014 tax season are evident
Communication and timing metrics are also highly rated. Clients are in near full agreement
with “calls and emails were always handled promptly” and “Maco & Associates made my tax
experience less stressful”
Price continues not be a significant barrier as the majority of clients believe the current cost
structure to be “excellent” or “very good”
Clients continue to be split on how to receive their completed tax return (paper vs.
electronic delivery)
Strategic Insights
4
5. Key Metrics Scorecard - Five Year Trending
5
Key Metric
2011
Tax Year
2012
Tax Year
2013
Tax Year
2014
Tax Year
2015
Tax Year
Accuracy
& Completeness 92% 98% 100% 100% 98%
Question
Response 94% 96% 98% 98% 100%
Communication
& Return Process 87% 90% 96% 96% 100%
Timing of Return 89% 94% 98% 100% 100%
Value 97% 92% 96% 96% 100%
Retention 95% 92% 96% 96% 97%
Referral 84% 75% 85% 94% 85%
Scores are reported based on full
satisfaction, value, retention and referral.
7. Almost two in five (38%) surveyed respondents are Business Tax Clients
Bookkeeping (13%) and business coaching (3%) continue to be only used on an infrequent basis
Base: Total
97
38
13
3 2
98
48
12 10
2
Personal Tax
Preparation
Business Tax
Preparation
Bookkeeping Business coaching Other
%
2015 2014
Currently Utilized Services
n=60 n=52
7
8. Service satisfaction metrics are near perfect
All but one “very satisfied” rating is provided across all key satisfaction performance indicators
To put in further context, 240 service ratings were given…239 of those ratings came back “very satisfied”
Base: Total
Service Satisfaction
100 100 100 98
2
Not at all satisfied
Not very satisfied
Somewhat satisfied
Very satisfied
%
2015 2014
8
Timing of return Responses to
questions
Communication
and return process
Accuracy and
completeness of
tax return
n=60 n=60 n=60 n=60
Accuracy and
completeness of
tax return
Timing of return Responses to
questions
Communication
and return process
n=52 n=52 n=52 n=52
100 100 98 96
2 4
%
“Completely satisfied with the service I have received. 100% excellent across the board.”
9. Base: Total
Perceived Value
2015 (n=60) 2014 (n=52)
All respondents believe Maco & Associates offers “a great deal of value”
A great deal
of value,
100%
A great deal
of value
96%
Some value
4%
“A great service which makes my tax season
less stressful and has for over ten years!”
“As usual, you guys rock! Thank you for
your care and thoroughness!”
“Awesome service as usual... well done!”
9
10. Base: Total
97 96
3 22
2015 2014
Very Unlikely
Somewhat unlikely
Not sure yet
Somewhat Likely
Very Likely
Likelihood of Retaining Services Likelihood of Recommending Services
Retention and Recommendation
Retention and Recommendation rates are considered strong overall
Retention Rate (97% “very likely to use services next year”)
Recommendation Rate (85% “definitely will recommend to friends and colleagues” vs. 94% for 2014 Tax Year)
n=60 n=52
85
94
12
4
3 2
2015 2014
Definitely will not
Probably will not
Might or might not
Probably will
Definitely will
n=60 n=52
10
% %
11. Maco & Associates achieve “excellent” ratings (>90%) across most attributes including integrity,
knowledge/skill level of staff, quality, communications, and ongoing consultation
Price continues to not be a barrier as the vast majority of clients (83%) consider Maco & Associates pricing
to be “excellent” or “very good”
Base: Valid base
Attribute Performance
97 93 93 93 91 88
83
63
3 7 5 7 7 12
8
20
2 2
6 18
4
Integrity Knowledge/Skill
level of staff
Quality Communications Ongoing
Consultation
throughout the year
Accuracy Guidance on
minimizing your
taxes
Price
%
Excellent Very Good Good Fair Poor
n=59 n=60 n=60 n=60 n=54 n=60 n=53 n=56
11
12. Compared to last year, “excellent” attribute ratings are fairly consistent
“Excellent” accuracy ratings have seen a slight, albeit non-statistically significant dip (94% to 88%)
“Excellent” ratings for guidance on tax minimization ratings have increased slightly (74% to 83%)
“Excellent” Attribute Performance Ratings
97
93 93 93 91
88
83
63
96 94 94 92
87
94
74
61
Integrity Knowledge/Skill
level of staff
Quality Communications Ongoing
Consultation
throughout the year
Accuracy Guidance on
minimizing your
taxes
Price
%
2015 2014
12
n=59,52 n=60,52 n=60,52 n=60,52 n=54,47 n=60,52 n=53,50 n=56,49
Base: Valid base
13. Clients continue to have the utmost confidence in their return(s) being filed accurately (92%
“strongly agree”) and with every possible deduction (85%)
Base: Total (n=60)
Level of Agreement: General Tax Service Statements
I am confident my return was accurate 94 100
My return likely had every possible
deduction I could legally claim
88 96
I found your services to be useful in
improving my tax situation
81 94
My tax package had useful information that
I reviewed
83 94
I'm confident the online portal is secure 73 90
The online portal made things more
convenient for me
71 79
I prefer paperless options, such as the
online portal
54 67
%
204 2014
Strongly Strongly/
Somewhat
92
85
83
82
77
72
45
7
12
8
7
5
8
45
98
97
92
88
82
80
60
Strongly Agree
Somewhat Agree
13
14. Almost everyone “strongly agrees” that calls or emails were always handled promptly (95%) and
that Maco & Associates made my tax experience less stressful
Scores for other communication service statements continue to be strong, but only one in three (35%)
“agree” the facebook updates are useful and provides timely information
Base: Total (n=60)
Level of Agreement: Communication Statements
Calls or emails were always handled
promptly
92 96
Maco & Associates made my tax
experience less stressful
92 98
Any advice or guidance I received was
helpful and accurate
90 100
Email updates are sent frequently enough
for my needs
75 88
The email updates are useful and offer
valuable information
65 85
The twice-a-year "Tax Tips" newsletter is
very useful
63 85
The Facebook updates are useful and
provides timely information.
n/a n/a
%
2014 2014
Strongly Strongly/
Somewhat
14
95
95
90
78
73
65
27
3
3
8
12
17
20
8
98
98
98
90
90
85
35
Strongly Agree
Somewhat Agree
15. Clients are split on how to receive their completed tax return, but near half continue to prefer
paper returns via US Mail (47%)
An similar proportion prefer PDF via file-share portal (28%) and PDF via email (25%)
Client Preferences
47
25 28
23
52
25
30
23
47
Paper sent via US Mail PDF sent via Email PDF on File-Share Portal
%
Rank 1st Rank 2nd Rank 3rd
15
Base: Total (n=60)
54% 23% 23%
19% 50% 31%
27% 27% 46%
Rank 1st
Rank 2nd
Rank 3rd
2014
Results
17. Client Comments (1 of 2)
17
Great job as always. Thank you very much. I really appreciate what you do for me and how easy you make everything.
Outstanding people! Most knowledgable! They feel like family!
No additional feedback.
Thanks again for work and time putting up with my records keeping.
Completely satisfied with the service I have received. 100% excellent across the board. Thank you!!
Great service again this year. Thanks for making it so easy!!!
As always Teri is a pleasure to work with and quickly responds to any questions or concerns I may have not matter how small! Class A
service!
Teri and her team rocks! I have been using them for years and will continue to do so!!!
I wonder if there are any other deductions that can be made that I don't know about-how do I find that out?
A great service which makes my tax season less stressful and has for over ten years!
In case I need to let you know.....I received a Form 1095C from Delta saying that my wife and I had health insurance for all 12 months of
2015.
Outstanding service. Thanks Teri.
Calls are always returned promptly. Thank you!
Thanks Teri!
In all of the years I have worked with you I have never had any issues or dissatisfaction. I'm glad I found you. The first two accountants I
had were hard to work with. Thanks!
18. Client Comments (2 of 2)
18
Nothing to change in the tax process. We have been very satisfied with your services for many years. Was happy to have your services for
my mom and my physical therapist.
It's always a pleasure doing business with you Teri. You're prompt, to the point and just great!!
There is nothing I would change. Communication and knowledge are both exceptional. You guys make tax season completely stress free for
the second year in a row!
Teri has always been very professional and a wealth of information.
Very patient and thorough.
Maybe give us some ideals in how to be better savers toward retirement. So we could enjoy it. That will hopefully be in about 10 years.
Thanks again for all the help you give us. we really do appreciate it.
Awesome service as usual... well done!
No complaints, you guys do a great job. Thank you.
As usual, you guys rock! Thank you for your care and thoroughness!
As always everything is handled professionally and I feel like my business is valued.
Great job as always. Thank you very much. I really appreciate what you do for me and how easy you make everything.
Outstanding people! Most knowledgable! They feel like family!
No additional feedback.
Thanks again for work and time putting up with my records keeping.
19. Matthew Sperling
President
Mobile: +1-267-971-6110
Email: msperling@marketresearchsolutions.net
LinkedIn Profile: http://www.linkedin.com/in/mattsperling
Web: www.marketresearchsolutions.net
820 Fulton Avenue 130 A Belsize Drive
Lansdale, PA USA Toronto, ON Canada
19446 M4S IL8
Contact Information
Market Research Solutions
19
