'Consumer orientation’ for accountants

Press, 23 July 1986, Page 36

'Consumer orientation’ for accountants

The New Zealand Society of Accountants had made an extensive study of the requirements of the accountancy profession for the next two decades, and the just completed study, “Horizon 2000,” deals with 20 significant changes. The society’s national president, Mr Gary Lloydd, on a visit to Christchurch . yesterday said that the changes recognised the need for greater flexibility 4n professional practice, and a more market-driven approach. Practices should become more consumeroriented, Mr Lloydd said. The days when the - professions might think that they had a traditional right to exist was well past Now that accountants were permitted to advertise, they should market themselves effectively. Mr Lloydd also spoke of

••sucKaoiiity," that it was important that practitioners stuck with their clients and were supportive, especially in times of stress such as faced by the rural community at the present time. Two-thirds of the society’s membership

were not in public practice, and he was hoping for a greater contribution from this section, he said. The society was also trying to involve laymen to a greater extent, for instance in disciplinary procedures, so that justice would be very much seen to be done. Another change that had come about in the last five years was the increased number of women entering the profession — 40 per cent of students were women, and they also made up 40 per cent of the prize-winners. Mr Lloydd said that soon the proportion of men and women in the accountancy profession . would be 50-50. He attributed the upsurge to an earlier lack of confidence that had now been overcome. With the increased self-assurance women were making an important contribution to the work of the profession.