KAREN MUSGRAVE

Walking alongside clients

“Clients come to us for our expertise, but I believe we should be walking alongside them on their journey, not just delivering a service. That means supporting the professionals who run these businesses and being there to help in whatever way we can. Support is at the core of what I do.

The most rewarding part of my job is helping clients see the growth, achievements and goals of their business come to fruition. I’ve been in audit for 30 years, and I still love the variety, and I love working with people, both clients and colleagues. For me, audit should be there to help a business, and working with clients remains the most rewarding part of what I do.”

The first step is always listening

“The most valuable lesson I’ve learnt in my career is to listen. Nothing clients love more than to talk, and if I listen, they’ll tell me what they need, whether they mean to or not. That’s the most useful thing I can do, because understanding what’s really causing them problems is the only way to work out the right solution.

It sounds simple, but it shapes everything about how I work. Before I think about what we can offer, I want to hear what’s keeping the people in the business awake at night.”

I will always prioritise being myself

“When I’m building a relationship with a new client, the most important thing I can do is be myself. Trying to be something you’re not never works, because people can tell when you’re being fake. Being Karen is the best thing I can be.

Trust is built by doing what you say you’re going to do. If you overpromise and underdeliver, people won’t believe in you. Once you have a trusted relationship with a client, you’re on to a winner.”

Bringing experience to the table

“After 30 years in the profession, there’s not a lot I haven’t seen, in terms of both success and challenge. I try to share that experience with clients, whether it’s within the audit or outside it, so they leave with something genuinely useful that they can apply to their own business. Longevity in the profession means I can point to what has worked for others, and that’s often the most helpful thing I can offer.”

Changing perceptions of audit

“Audit can be seen as a hassle or a burden, and the biggest challenge is showing clients that it’s about value. If clients can see that we’re bringing them expertise beyond the service delivery itself, the perception changes.

That means bringing sector and industry knowledge, and giving advice that adds value. When a client sees that, audit stops being something they have to get through and becomes something that helps them.”

Creating a lasting impression

“The best compliment I’ve received is when clients tell me they’ve felt supported and that I’ve been able to bring them my expertise. It tells me they value me and trust me, and that I’ve been alongside them on the journey. That’s exactly what I want every client to feel.”

Looking forward, not backwards

“I’m always willing to embrace new technologies, new ways of working and AI. You can’t look backwards; you always need to look forward and ask how things can be improved. I’m interested in what these developments can bring to our clients and to the firm, and I want to be part of embracing the future.”

The why of joining AAB

“What made me want to join AAB was the people. Everyone I met was lovely, and genuinely so. They’re real people who aren’t just talking the talk. I’ve felt nothing but supported on my journey into the firm, and it’s made joining a really positive experience.”