Human Signals: New patterns of behavior and the accounting profession
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Human Signals: New patterns of behavior and the accounting profession

6 months ago · 1.7 MB Download

The pandemic continues to affect human behavior like no other challenge we have met in 50 years or more. The lockdowns have forced significant changes upon our day-to-day lives, and at the same time, have demonstrated how adaptable and innovative we can be.

In collaboration with our partner EY Seren, we’re researching the human impact of the COVID-19 crisis and its impact on the profession, its practitioners and the wider community.

We share the key findings from the joint report and reveal actions that professional accountants can take.

The face of community is changing

The COVID-19 crisis has changed how we gather, socialize and collaborate in communities. It has shown how digitization and personalization can both bring communities together as well as force them apart. These changes need to be reflected in the way we conduct business; for example:

  • Recognize the vulnerabilities of clients and colleagues.

  • Help people understand that stress and feelings of anxiety or concern are normal.

  • Experiment with the ways in which you engage with your clients and communities. Don’t be afraid to be bold; people will appreciate your creativity.

The need for speed and flexibility for learning

We’ve adapted rapidly — emotionally and practically — to our new situation and routines. This won’t be a one-time adaptation:

  • Forget a one-size-fits-all approach. Expect clients and colleagues to emerge from this crisis with various experiences and preferences.

  • Anticipate the move to omnichannel experiences; define the ways in which you will help clients adapt.

Purpose needs value beyond profit

The COVID-19 pandemic has stirred the instinct to find purpose, clarifying our collective sense of mission — to protect one another and enjoy safe and healthy living. Professionally, we also want to respond to that sense of purpose:

  • Ask how your organization serves clients and ask
    your employees how they serve one another in that mission. Use this to inform
    your commitment to service.

  • Look beyond user-centered design or customer-journey mapping to consider how your value proposition meets the broader needs of people and their families.

  • Go further into purpose-centered design and consider how your services can be designed for communities and society as a whole.

Download the Human Signals report

File name: association-human-signals-1ed-August-2020.pdf

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