Why Herbein Created a Role Focused on Client Experience (CX) (Part 1)

Client Experience has become a trending topic in the accounting industry. After reviewing data, talking to partners and listening to clients our firm decided to dedicate time and resources into establishing a role that would prioritize growth. This by far was our favorite thing of 2024 and what we look forward to progressing in 2025. We have outlined our process in a 2-part blog series featuring a Q&A with Herbein’s Client Experience Manager, Ryen Salo and Growth Marketing Officer, Jack Kolmansberger.

Q: What inspired Herbein to create a CX position?
A: Jack Kolmansberger

Herbein has always prioritized client feedback—surveying regularly for over ten years—and the results pointed us toward this next step. Historically, client surveys helped us assess needs on a larger scale. For example, in 2020, feedback revealed that human resources issues like recruitment and retention were top concerns for clients. This directly led to the addition of our three HR-focused practice areas in 2021. However, as we grew and expanded our range of advisory services, we started noticing disconnects. Individual practitioners had a harder time linking clients with the right services.

Our firm has always been active in the AAM CX Circle, but we hadn’t felt “ready” for a dedicated CX professional. That changed after listening to both our clients and partners. It led to an “aha” moment—investing in CX was the best way to stay consistent and intentional in how we serve clients.

Q: Let’s begin by getting to know you. Can you briefly tell us about your background and how you became an expert in CX?
A: Ryen Salo

I’ve always been drawn to customer service roles, even from an early age. My first job at 15 was working at a Bed & Breakfast cleaning rooms, which taught me the value of hard work and a positive guest experience. Fast-forward to today, and I’ve spent over 12 years professionally focused on customer experience. My degree is in organizational leadership and management, and I ended up in accounting by way of software (which you would think wouldn’t translate, but it does!).

At my previous role, I worked cross-functionally with product, marketing and development teams to bring solutions to life for clients. That experience helped me understand what it takes to be an extension of a client’s team—making sure they feel seen, heard and truly supported. If there’s one main takeaway from my career so far, it’s that listening more than you talk and following through are critical. Over-communicating? That’s not a thing when it comes to supporting clients effectively.

Q: Describe your role as a Client Experience Manager here at Herbein. What does a typical day look like for you?
A: Ryen Salo

Honestly, I was so excited about this opportunity because Client Experience Manager roles aren’t too common in the accounting world yet. My primary focus is on client satisfaction, issue resolution and creating new growth opportunities by cross-serving existing clients.

On a typical day, I might be refining cross-serving strategies, collaborating with internal teams to meet specific client needs, analyzing data from our quarterly surveys or developing thought leadership pieces. I love immersing myself in client feedback and working across departments to build stronger client relationships. This role keeps me busy, but it’s incredibly rewarding.

Q: What are some of the key responsibilities you oversee in your position? How do these contribute to the overall success of the firm?
A: Ryen Salo

One of my core responsibilities is overseeing our client survey program. This year, we made a significant shift from an annual survey to quarterly surveys. It’s a big change, but an important one. Surveying clients several times a year helps us stay ahead of needs and allows us to be more strategic in addressing challenges. Proactive engagement beats reactive problem-solving any day.

The feedback we gather isn’t just about metrics—it’s about action. We take the insights and translate them into improvements that make sense for both our clients and our team. Ultimately, this transfer of knowledge helps drive retention and keeps us aligned with client priorities, which fuels the growth of the firm.

Q: What excites you most about the impact this role can have at Herbein?
A: Ryen Salo

I love the potential to make a meaningful difference—not just for clients, but for the team. Accounting is built on relationships, and an intentional focus on client experience strengthens those bonds. I’m excited to help embed client-centric thinking across the firm so that CX becomes second nature for everyone, no matter their role.

It’s also inspiring to lead in this space. Herbein is showing that accounting firms can evolve for the better by prioritizing experience as much as expertise. This role is just the beginning of what we can achieve, and I’m thrilled to be part of it.

Stay tuned for Part 2 in the March Minute, where we’ll take a deeper look into the strategy driving this new role and the specific initiatives Herbein is implementing to reshape their client experience!