Guest Blogger 1to1 Customer Champion Jeff Hilimire: Refresh Your Client Relationships With Open Communications
Several months ago we won a very large piece of business from an existing client. It was exciting work for my agency and was a great way to end the year.
This particular client had gone through major restructuring throughout our two-year relationship and we were for the most part working with new leadership. So I was excited when I sat down with them to talk about how this project would run.
Bob (not his real name), who oversees the division we work with, had obviously thought about how he wanted to kick off this project. He said, "Over the past few years we know we haven't been an easy client to work with. We've had major changes in our staff, our IT restrictions make work difficult, and sometimes I think the people who used to be here didn't always value the agency relationship."
He went on. "This is going to be the start of a new relationship. We are completely committed to making sure this project is successful. In order to help you do that we will speak every week, sometimes in person and sometimes on the phone, and when we talk we'll be open and honest about any problems going on with the project. And you have my word that when my side is causing any problems, I will address it head on."
This was very refreshing to hear and I was excited about the new start. This is obviously the way you want all client relationships to start, but the reality is not many clients or agencies are confident enough to be completely open with each other. Typically clients aren't bashful about letting the agency know when it has made a mistake, but asking to be told when they are making mistakes is something altogether new. Plus, we'd have to see if he really would take care of the problems; talking tough is one thing but decisive action is always the key.
After about a month into the project a problem arose. We were having difficulty with a particular area on the client side (sorry, can't get into the details, but let's just say there was a roadblock we couldn't overcome). After speaking with Bob about this, he simply said, "We'll take care of it." I found out the next day that the problem had been removed, just as he had promised.
This open and honest line of communication has made a tremendously positive impact on the work we're doing with this client. And now, heading into 2009, we are looking to model all of our client relationships after this one. The key is starting off with an understanding that both sides will be open and honest, and then taking action to resolve any issues.
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Jeff Hilimire is managing director of Engauge Digital. Read more about his 1to1 Customer Champion approach to business.
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Scope Creep! Arrrge...a subject close to my heart. If ever open, two-way communications played a role in getting a quote right, that would be it! Process and project management skills, underscored by clear channels of communication are critical to win-win scenarios. Scope creep is wonderful if both parties also let the 'budget creep' move in lockstep with the project; and phase the development so you actually get something finished. I've been lucky so far, but I've heard of horror stories where client communication amounts to an endless stream of hard-ball demands that eventually cause the supplier to crash. 'Intent' and ‘integrity’ is also a big part of the communications mix.
Andy,
I imagine that lack of communication from clients in your situation can also add up to scope creep and related issues later that can damped satisfaction.
Absolutely, customer relationships thrive on information and open communications. Any deficiencies here put customer solutions at risk. I agree with Jeff that this should be a two-way traffic, with both sides benefiting from that. When picking up business requirements for new software applications, we occasionally face the same issue when clients make it tough not letting go all the vital info bits that puts more unnecessary pressure on the product development. Other way around, when all the cards on the table upfront, the road gets much easier, with more value ahead for both sides.
Matthew,
You make a great point, not every client is going to be open to such communication. Finding out the right style for each client is one of the things that makes account management so critical.
And then over time you can build to the point where you're able to have an open relationship.
Open communication is appreciated by some and not so much others. For example, the following two clients/projects were identical and the clients were both in the same field. I thought the working methodology that had proven itself with one client would work with the next. Wrong!
Client one responded to my open communication by saying “Not only will he deliver what you want even when you're not sure what you want in the first place, but he'll challenge you to ensure you're both working towards the same result. The man is a professional.”
The next client responded to the same open communication by saying “I’m not sure I like what I’m hearing” and I haven’t heard from them since.
Near as I can figure I gave both clients what I thought was top-notch professional service within an open communications framework. This reminds me that clients respond to communications in different ways, and it’s probably rooted in their MBTI personality TYPE and how they relate to me. In hindsight, I may have had better luck with the second client if I had taken more time to clarify the ground rules regarding open communications; the expectations around etiquette and protocol will be different for different people.
Matthew,
Thanks for the link. Great post, really detailed, on how important open communication is to customers (in that case franchisee) relationships.
Jeff has hit the nail right where it counts!
Here is a more detailed account of how open and honest communications can unfold within a complex business process, to resolve business. [You have my permission to post from your site should you see fit].
http://www.clulowassociates.com/articles/fallow.htm