There can be a disconnect between design professionals and their clients when it comes to the standard of care of a design professional. On one end of the spectrum is the residential homeowner, an emotionally charged unsophisticated consumer when it comes to design and construction projects. On the other end of the spectrum could be a developer, with legal representation and a two-page indemnity clause. And, somewhere in the middle, could be a school board: a group of people with a tight referendum who all know more than you do.
Managing the expectations of this diverse group of clients is no easy task. However, it is in fact the critical responsibility of the design professional to educate prospective clients as to their standard of care. It is “critical” because the vast majority of claims against design professionals are not rooted in design errors or omissions but rather are the result of not meeting client expectations.
Ultimately, design professionals need to do a better job in establishing and managing client expectations in order to effectively manage their risk.
I have developed five keys to developing excellent client expectations and building longstanding relationships that can withstand good times as well as bumps in the road. After all, it's easy to keep a client when things are going well; maintaining a client when times are tough is the true test of a good partnership:
- Agree on strategy, goals and timelines: Agree on strategy, goals and timelines. Ensure you both know what success looks like and how it should be measured. Create a scope-of-work document that outlines the project details, budgets and metrics.
- Be a counsellor: By offering your client advice, and business counsel, you become a truly valuable partner. This style of open dialogue helps to establish the respect necessary to ensure strong and successful project management.
- Regularly communicate and address problems directly: A good client relationship will be able to weather setbacks if you are proactive in communicating both good and bad news. When communication is direct and transparent, trust forms and helps to create a foundation for long-lasting partnerships.
- Be a good listener: Clients may be unsure of what they are trying to accomplish or struggle to articulate it. Demonstrate patience, empathy and understanding to identify key messages being communicated.
- Budget is not a bad word: Most relationships will go south quickly if you are not open about budgets. Throughout the course of the project, you must have regular dialogue about budgets. If you don't address the client until you have an issue (i.e., operating over budget), you will not only have an unhappy client, you may also find yourself eating the overages.
At the end of the day, your ability to manage client expectations is going to hinge on how well you choose to communicate. If you leave things up to chance, chances are you and your client will both be disappointed. However, if you take the time to listen, be proactive about communicating openly and address any issues head-on, you will keep client expectations in check, avoid a potential claim and be in a good position to grow your relationship over time.
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