Magazine article The CPA Journal

Deloitte & Touche CEO Explains Growth in Terms of Lower Turnover

Magazine article The CPA Journal

Deloitte & Touche CEO Explains Growth in Terms of Lower Turnover

Article excerpt

James E. Copeland, Jr., CEO of Deloitte & Touche LLP, credits his firm's 30/ growth rate last year-the best among the Big Five, according to him-not to better marketing or better products, but to lower turnover. Lower turnover means more personnel available to deliver the services the marketplace demands.

It all began in 1992, Copeland said, speaking at a "Leaders on Learning" breakfast series sponsored by the Forum Corporation to help support the Teach for America program. Shortly after the merger of Deloitte Haskins & Sells and Touche Ross, as the organization was searching for a common identity; a group of partners, including Copeland, came up with a mission statement focusing on the importance of people in the client service equation. According to Copeland, this focus on people changed the firm culture and led directly to business success.

"The bright and talented people that work for our clients expect to deal with bright and talented people at our firm," Copeland said. …

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