The Push To Innovate

By Denise LeDuc Froemming, CPA, CAE, MBA 

Innovate. Adapt. Change. These oft-heard statements relate to the need of organizations to stay ahead of the curve to maintain relevance, deliver valued products and services, and grow their customer base. It often ties into new technologies or business models, but can include tweaks to current processes.

CPA firms—especially during the past two-plus years—have certainly been pushed to innovate as they deal with a war for talent, remote workforce, keeping client relationships strong in a virtual environment and introducing or enhancing technologies to keep processes running smoothly.

CalCPA, too, is embracing this push to innovate as we look at where we are as an organization, the issues facing the profession and determine how we can best serve you. This column, for one, is part of that effort. In each issue, I’ll discuss trends and issues relevant to CPAs and financial professionals, firms and CalCPA.

Related, I’m excited to begin hosting a podcast that will launch this year. I’ll be talking with leading industry experts on everything from leadership to firm management to CPA career paths. Keep an eye out for more details.

On the tech front we’ve been working on reimagining and redesigning our website, which we’ll also be debuting this year. 

These efforts, and others, are part of our overarching customer experience initiative. Our focus here provides an opportunity to review and strengthen your connection with each interaction you have with CalCPA. Whether it’s visiting our website, registering for a course, contacting customer service, receiving one of our emails, attending a chapter event or speaking with a staff member—and everything in between—each member interaction is important in connecting you to what you need.

But wait, there’s more! CalCPA Institute will be the new home for our DE&I, CPA Evolution and the new CPA Exam initiatives and activities, as well as financial literacy and the CPA pipeline, since these priorities overlap in ways that are critical to the future of the profession and CalCPA.

And our education team is focusing on expanding our curriculum and instructor pool; equipping CPAs and their firms for the challenges of tomorrow; and providing relevant, complimentary content for the greater California CPA community that builds a pipeline for future membership. And we’re committed to providing learning where, when and how you need it, including microlearning and podcasts.

In this increasingly complex and uncertain world, our goal remains the same: Be your home for the news, information, relationship building or networking and education you need to thrive.

Denise LeDuc Froemming, CPA, CAE, MBA is president & CEO of CalCPA and CalCPA Education Foundation.