I recently attended Born and Raised, a five-year-old country music festival hosted in Pryor, Oklahoma. I was impressed by how much thought went into the phenomenal experience. Festival tickets ranged from general admission to VIP, and the website clearly explained what each package included. They also set clear expectations upfront, letting you know what items you can enter with and the requirements to get in the gate. The app clearly articulated the schedule and included a map of the stages, restrooms, food, and drinks. Every employee we interacted with was extremely friendly and helpful.
There were thoughtful surprises too. With temperatures close to 100°F every day, the air-conditioned VIP tent was a welcome place to cool off. It hosted acoustic shows with some of the artists who would perform with their full bands later in the day. You could also get autographs and take photos with them. This was such an unexpected and nice surprise. There was also a lunch and dinner buffet every day, with menus posted in advance.
This got me thinking about how the AEC industry could learn a few things from the music festival.
While the music festival only lasted four days, the client experience in our industry spans much longer. Many of our projects last anywhere from four months to four years. That gives us far more opportunities to shape the client experience. Just as the festival made it easy to understand ticket options, find your way around, and know what to expect, we can make proposals clearer, communicate what comes next, and help clients navigate each phase of a project. Leadership sets the tone, but every employee helps shape that experience.
Every interaction affects the client experience and their perception of your firm. Each touch point can be positive, negative, or neutral. It doesn’t matter if you are the person answering the phone or the engineer running the client meeting, the client experience should be intentional and well thought out by the whole team. The entire team can bring different ideas for how to make things easier and better for the client. When your team knows what the client expects and communicates clearly, it is better equipped to meet those expectations. Checking in, asking questions, and getting the pulse of the client are extremely important throughout the entire project cycle. Your firm must be aware and have a plan to make the client’s experience as best as possible.
Every touch point throughout the project shapes and elevates the overall client experience. We are all human and want to connect with one another. Sometimes it’s the little things that make the difference in a client selecting your firm over your competitor. Maybe it’s the fact that you remember their alma mater and send them stickers. Maybe it’s the fact that you remember their kids’ names and what sports they play. All of those things make a difference to the client.
Make your firm’s client experience unique. It’s not necessarily the big things but the little things. Focus on the entire client experience and the process you take them through. Adjusting just a few small details can make the experience significantly better for them.
