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We all agree that project debriefs are helpful if you can get clear takeaways about areas to improve in your AEC firm’s management processes, cost estimates or client communications. But most project debriefs are internal and focused on your team.
What about the client’s experience?
AEC firm leaders tell us that they get much of their new work through repeat clients or referrals from clients and partners. This begs the question, why aren’t ALL project managers checking in with clients and project partners immediately post-project, six months after a project, and so on?
Some experienced project managers and firms with a sales team are great at this. If you are building a culture that delivers consistently stellar AEC client experience, this should be a common practice across your management team. PMs and superintendents who check in with clients and their project partners will strengthen the relationship, and they will also hear about future work on the horizon sooner.
It’s a team effort. PMs, superintendents and business developers have different, but complementary interests in the relationship. Business developers are interested in keeping clients happy and attracting new work. PMs and superintendents are interested in improving processes, efficiency, budgets and project outcomes. It all translates to new work and more enjoyable projects for everyone.
Easy Engineering Marketing That Improves the Pipeline
Here are some thoughts to integrate check-ins with your post-project debriefing. They are a key part of AEC competitive research and winning future business.
Encourage your PMs to invite or join clients for lunch. Why should you have post-project celebratory lunches or post-project conversations with clients and project partners? It will strengthen the relationship by letting the PM show their human and personal side. People who have a nice time together are more likely to want to work together in the future.
Prep for great post-project questions. As part of the debrief process, create some questions that PMs and growth professionals can use to collect important feedback and ask for referrals. You already know if the project came in on time and on budget, so why ask clients that?
Ask them about what they appreciated most during the project and what might have displeased them. Ask if you’re on the same page about the value you delivered or if they have other ideas. And finally, ask how likely they are to choose your or refer you to other clients, and when there might be new work coming your way.
Your firm can also leverage marketing and communications technology to stay in touch virtually and maintain your productivity.
Your clients are busy and don’t always have time for lunch or to keep up with regulatory updates and incentives. These automation strategies are simple, can be personalized, and will be appreciated.
Hack #1 – Reminders to Connect
Whether you are communicating with CFOs, administrators, project partners or owners, a series of check-in emails strengthens the client experience because they see that you are thinking of them and interested in their success. Look for a time that is convenient for them to connect but schedule the check-in emails ahead of time for your own productivity.
These emails can be personalized and scheduled through your firm’s integrated CRM or other marketing tools. Busy people appreciate reminders about upcoming events, deadlines, and important industry content.
Hack #2 – Automated Updates
In your automated email updates, you can share updates about industry changes and trends, but also proactively let the client know what it means and what could be next for them.
These updates show that your firm is staying on top of their industry and integrating changes into your processes, safety, or quality control. Keep in mind that competitors may be sending AEC marketing updates to your clients, and you want to be the first to address a critical industry issue.
Hack #3 – Measure Client Satisfaction
There are many DIY platforms that offer a client satisfaction survey or ask customers to review a firm’s service to help them improve it. The surveys usually take less than three minutes to complete, and they target certain aspects of the client experience. At a minimum, these surveys help your firm identify service, technology or outcomes that people highly value or highly dislike.
Through your AEC marketing, you can offer a series of multiple choice and open-ended questions in a short survey following a project. They can be automated to feed your firm information about the client experience.
If you use a survey post-project, make sure to analyze responses for action steps to improve the client experience. They can also help you identify new services to offer. Clients who take surveys want to see that you heard them and you are making those improvements.
Using these client experience hacks can optimize the great relationships you have built with loyal clients. They will also help new clients and project partners feel like they made the right choice with your firm. If you need assistance with AEC client experience communications or setting up your automated AEC digital marketing surveys, contact us at Ingenuity.
