Project Owners Buy An Experience

​What is the client’s experience when working with you? Why has client experience risen to the top of the ladder as one of the most important marketing areas of focus for A/E/C firms? Because people are buying an experience as much as they are buying consulting engineering.
 
There are 37,274 coffee shops brands in the U.S. Some coffee is good, some not so good. The product varies. However, when you choose a coffee shop you are not just buying a cup of coffee. You are buying an experience. You may value the experience of convenience and efficiency. You may value the experience of a laidback hipster vibe playing indie music. Or you may value the experience of a delicious and consistent coffee flavor.

There are 37,274 coffee shops brands in the U.S. Some coffee is good, some not so good.

The best technical engineers are not always the engineers chosen for a project. This is because even project owners buy experience. And they do not all buy the same experience, similar to coffee drinkers who may buy convenience, vibe, or flavor.
 
So, the marketing goal is to learn what experiences our clients desire most and find ways to deliver that experience. To gather this information, we must ask. We must have regular conversations with our clients and learn to listen to their preferences. Some clients prefer regular interactions and quick responsiveness. Others prefer technical accuracy and detail. Still, others prefer delivery on time and within their budget.

We have several avenues of discovery for client experience data.

1. Client debriefs – having a sit-down chat with our clients asking them specific questions about their experience.
2. Client surveys – an occasional email that gives clients an opportunity for a brief response about their experience.
3. Client meetings – while working on the project, listen for clues in what the client says about their experience working with you. Take note of their preferences.
4. Client emails – how does a client interact with you? What are they consistently most concerned about?

Taken together, debriefs, surveys, meetings, and emails should tell us a story about what our clients experience and what they prefer. The next step is gathering that data in our CRM as a database full of client experience. ​