Clients' End Game

In today’s economy, the key to surviving as an innovative architecture, engineering or construction firm is to keep existing clients happy and coming back for additional services. This means understanding clients’ expectations during the marketing phase and delivering exceptional service throughout the project delivery phase. The key to maintaining this high level of client care is through continuous image and satisfaction surveys and constant feedback. This book outlines...
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In today’s economy, the key to surviving as an innovative architecture, engineering or construction firm is to keep existing clients happy and coming back for additional services. This means understanding clients’ expectations during the marketing phase and delivering exceptional service throughout the project delivery phase. The key to maintaining this high level of client care is through continuous image and satisfaction surveys and constant feedback. This book outlines what clients want and expect, and describes the client’s perspective throughout. This book is not only about clients, it is by the clients themselves. Their voices are in every chapter and case study. The author’s role as consultant to AEC firms provided the verbatim quotes from face-to-face client image surveys, lectures by clients and client selection committee comments on A/E/C presentations. The chapter outline follows the two vital processes of A/E/C firms, marketing and project delivery, and the moment of truth where the two meet. The initial chapters give details on the innovate techniques behind image and perception surveys needed to understand clients’ needs in the broadest terms. Understanding the client’s organization follows, along with the journey of the project from the client’s perspective. The client then issues the RFP, which gives clues to their end game. If successful the firm goes on to seal the deal with a verbal presentation. The successful firm must then determine and manage the expectations of the client, in order to provide exceptional service throughout the project. Continuous tracking by feedback mechanisms is critical to maintain a high level of service until completion of the project. Repeat clients are critical to the success of A/E/C firms and a key to getting referrals to other clients, and testimonials that can be used in a firm’s future marketing efforts in print media, videotape and web-based presentations. The epilogue lists the hundreds of clients in all industries that contributed quotes or influenced the narrative of this book.