By Sandra G. Johnson, CPA, EA, CFE, National Education/MAP Committee Chair
How to Set Client Expectations During Tax Season
For small CPA firms, managing client expectations is one of the most critical elements of a successful tax season. As return volumes rise and deadlines approach, clear communication becomes essential to prevent misunderstandings, minimize bottlenecks, and maintain client satisfaction. Setting expectations early ensures that clients understand their responsibilities, the firm’s workflow, and the realities of tax compliance—especially as IRS processes and turnaround times evolve each year. Circular 230 emphasizes the importance of competent practice and timely, accurate communication with taxpayers, making expectation-setting not only practical but part of a CPA’s professional obligations.
A well-designed intake process is the foundation of expectation management. Clients should know exactly which documents are required, how to submit them, and when to send them. Providing organizers, document checklists, and instructions for using portals helps reduce the back-and-forth that often slows down returns. Many firms also establish “cutoff dates” for receiving client information, especially for those who tend to delay. Communicating these deadlines upfront, along with consequences such as extensions, helps clients understand that timely cooperation is essential for filing an accurate return on time.
Communication protocols should also be established early in the season. Clients need clarity about response times, preferred communication channels, and availability during peak periods. Explaining that email volumes spike significantly between February and April—and that replies may take longer than usual—helps reduce unnecessary follow-up messages. Some firms share weekly status updates or automated reminders to keep clients informed without overwhelming staff. This balance supports professional conduct expectations, which encourages practitioners to maintain effective, client-centered processes.
It’s also important to set realistic expectations around turnaround times and potential delays. Tax season is unpredictable: corrected 1099s, IRS processing backlogs, and last-minute legislative changes can all impact timing. By proactively addressing these uncertainties, firm owners can help clients understand that quality and accuracy take precedence over speed. Reinforcing that your firm applies due diligence standards reassures clients that a careful review process is in their best interest—even if it requires additional time.
Ultimately, setting expectations during tax season is about building trust. When clients know what to expect, they feel informed, supported, and confident in the process. For firm owners, it leads to smoother workflows, fewer misunderstandings, and stronger long-term relationships. By establishing clear guidelines, communicating proactively, and grounding your policies in professional standards, you create a tax season experience that benefits both your team and your clients—year after year.
Don’t forget to join us at our next National MAP Committee webinar to learn more about running a small CPA firm. Happy Tax Season!
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