In this guest blog post for Engineering Management Institute, rebranding consultant Dawn Wagenaar asks the controversial question: If AEC firms get most of their work from repeat clients and referrals, why aren’t more project managers checking in with clients after projects end?
In the article she covers:
- Why client debriefs should always follow internal project debriefs
- How one conversation can serve business development, operations, and marketing goals
- The power of celebrating project success over lunch (yes, really)
- Smart questions that reveal how your firm compares to the competition
Wagenaar is a rebranding consultant and outsourced marketing consultant who has served AEC firms for more than 10 years.
In this article she addresses a gap she sees across the industry: most firms are great at internal project debriefs—analyzing costs, schedules, and what went wrong or right, but they’re missing the crucial next step of talking to the actual client.
Here’s a story that illustrates her key points:
Most PMs ask themselves: “How did we do? Could we reduce costs or schedule things better? Were we on time and on budget?” These are important questions, but they’re all inward-facing.
Dawn argues that successful PMs also ask insightful questions of their clients. They build relationships for future work by listening for what made the experience unique—the brand differentiation that leads to client loyalty and repeat projects.
The challenge? You don’t want the business developer, the PM, the superintendent, AND the marketing director all reaching out separately. Instead, build one client debrief process that the PM leads, encompassing everyone’s interests.
Business development wants to know about client satisfaction and referral potential. Project managers need insights on technical approach and efficiency. Marketing teams are hunting for approved stories and testimonials they can actually use.
Dawn’s recommendation for making these debriefs more valuable is to make them fun! Invite clients to a celebratory lunch where the PM can show their human side. People who enjoy spending time together are more likely to want to work together again.
She also suggests prepping thoughtful questions: What did the client appreciate most during a project challenge? How does your team compare to other PMs they’ve worked with? What displeased them? And critically—can you quote them on what went well?
One more thing: Tell the client about your internal project debrief and what you learned. This transparency helps them imagine working with you again and shows you care about continuous improvement.
In addition to this article, the Engineering Management Institute (EMI) has a lot of resources for elevating your skills and firm success. We appreciate partnering with them. In a previous EMI blog post, Dawn shares ideas for professionals who want to elevate their AEC branding and client experience.
Let us know if we can advise you on strategic rebranding consulting or digital strategies and advertising for your AEC marketing.
This article was originally posted on the Engineering Management Institute blog.
