Project debriefs are helpful to improve your firm’s management processes, cost estimating or client communications. Mostly, these debriefs are internally focused.
“How did we do? Could we reduce costs here or schedule things better there? Were we on time and on budget? Why or why not?”
AEC firms get the majority of new work through repeat clients or referrals from clients. This begs the question: Why aren’t more VPs/superintendents/project managers checking in with their clients once the project ends?
Successful PMs ask insightful questions; they build the relationship for future work. They listen for brand differentiation: a unique approach or experience that only your firm can deliver, leading to client loyalty and new projects.
In fact, if your firm is building a culture of stellar client experiences, then a consistent (dare we say, anticipated?) client debrief process should always happen after a project debrief. When project managers lead the client debrief, they strengthen the relationship and set your firm apart. Plus, they enhance their communication skills. That’s why more PMs should do client debriefs.
Seek Brand Difference in the Client Debrief
There are three big areas of the firm that need client feedback after a project, but for different reasons.
Leaders & business developers – They want clients to be happy and they want to attract new work.
VPs/Project Managers/Supers – They want to improve processes, create efficiency and meet or exceed project goals.
MarComm Leaders – They want client stories that are approved and shareable for pursuit, PR and team culture/retention.
You don’t want all of these people reaching out to the client! Instead, build a client debrief process that encompasses all of their interests.
- Include questions about client satisfaction and future referrals
- Add questions about technical approach, process and efficiency
- Finish with questions about how your firm does things better/different/unique to help the client be successful.
Schedule your client debrief with the project decision maker. I promise that you will discover details from the client’s point of view that will make you a better PM and a great brand ambassador for the firm.
To elevate results:
Invite or join clients for lunch. Post-project, you should have fun. Host a celebratory lunch or a post-project conversation that is more informal. Why? It will strengthen the client relationship by letting the PM show their human and personal side. People who have a nice time together are more likely to want to work together in the future.
Prep for insightful post-project questions. Ask what they appreciated most during a project challenge? What displeased them? Ask if you’re on the same page about the value your firm delivered or if they have other ideas. And finally, ask how your team compares to other PMs and teams they’ve worked with.
Share project debrief insights. Let the client know that you had an internal project debrief and then share those insights. This helps the client imagine working with you again, and it shows that you care about quality.
Ask if you can quote them. Find out what you can get approved/on the record for public quotes and testimonials.
You can’t assume that clients will choose your firm every time. But showing interest and curiosity in their goals doesn’t hurt. Plus, a client debrief process gives you time with clients that isn’t focused on pursuit, planning or problems. Try it, and let me know what you learn!
About the Author:
Dawn Wagenaar is a brand strategist and owner of Ingenuity Marketing Group, LLC in St. Paul, Minnesota. Ingenuity works with AEC firms across the country on their brand and growth strategies through a team of in-house consultants and creatives.
Dawn is a member of the Society for Marketing Professional Services (SMPS) and has been a featured speaker and panelist at local and Midwest educational events through SMPS.
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