Serviços contábeis digitais: Uma análise acerca da decisão por essa estratégia de negócios

Abstract

This exploratory study whit a qualitative approach aimed to investigate the reasons, as well as the possible difficulties and challenges of accounting professionals in relation to the option to provide accounting services in digital format. This is a survey research, which, through a structured interview with an accountant, showed that professional training and knowledge about innovation and technology were essential factors in her decision for digital accounting. It was found that the first option was for the company in the online format, based on the value proposition that considered the price, and only after it decided on the specific niche of service provider customers and changed its strategy to value instead of service price, by offering advice and mentoring to clientes. Difficulties and challenges such as unfair competition from traditional accountants who tried to discredit the offer of digital accounting; the difficulty in prospecting for clientes; the necessary investments, mainly in relation to the security of the platform for sending, receiving, storing and transmitting documents, were confirmed. Also, the level of education of the cliente to interact on social networks and dominate the internet in order to process the documents were highlighted as challenges.