Triangle Chapter News

    May Webinar Program: Creating Client Centric Cultures

    During these challenging times where working from home and self-isolation are the norm, having the incredible opportunity to learn and connect with other SMPS members has truly been a life-saver (I see you, social butterflies). Our clients feel the same way – they want to engage and interact with us. So, let’s shift our focus and continue innovating to establish and develop a client centric culture right now. Sounds easy, right? Inspiring and motivating, Ryan Suydam and Blake Godwin, both from Client Savvy, explain CX, share the rookie mistakes we want to avoid, and help us create a powerful plan. Let’s break it down!

    While we hear the term CX quite often as marketers, sometimes it is difficult to grasp the true meaning. So, what is it? CX is the emotional reaction a client has to every interaction with your brand. Bottom line: client experience IS your brand. Ryan and Blake say that if you want to know what your brand is, leave the room. Take that in and read it again. What do you think they’re saying when you’re not there? In the AEC field, we don’t sell products, we sell experiences.

    More than proposals, logos, and websites, marketing leaders are tasked with managing a firm’s brand. We are the champions that complete projects, develop strategies and create outcomes. We have to bring in work, yet the brand lives in the minds of clients and we do not control the majority of interactions. According to surveyed CEOs, 80% believe that they cultivate a strong culture of client centricity, yet only 8% of clients agree. Loyalty is key. Why? Acquiring a new client costs 5x more than satisfying and retaining an existing client. To better determine client satisfaction, don’t focus on the percentage of repeat clients. Instead, consider your churn rate – what percentage of revenue is missing this year compared to the previous year from a specific client? Regardless of the cost or services provided, clients are looking for a wonderful experience.

    So what can we do? The first step in creating a CX culture is to determine where your firm is right now.  Are you at the starting point or at the stage of predictability, growing slowly without excitement? Build a vision, create a strategy, and develop a plan to execute. It is extremely detrimental to begin at the execution stage without building a solid foundation. Enculturating CX takes time and a lot of communication. Understand your CX strengths and weaknesses to develop a solid-proof plan to become the best in class.

    Let’s take action, start small and do what we do best – lead, analyze, and innovate


    Gabby Dolechek
    Duda | Paine Architects, Marketing Coordinator

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