What Client Engagement Really Means in the Construction Industry

We’ve said it before, but it’s worth repeating: creating and growing personal and emotional connections with your clients is particularly relevant in an industry that is all about building things. A true connection and engagement with your customer creates business value and a strategic differentiation. Plus, engaged customers are three times more likely to recommend your company to someone they know. How do you know if your customers are truly engaged?

DEFINING CLIENT ENGAGEMENT

Think about the way you interact with the brands that you like. Maybe you return for repeat business? Or you find yourself coming back to their website time and time again. That’s what client engagement is all about – your clients interacting with your company and sharing their experiences with others (think word-of-mouth referrals).

By forging a bond with your clients and strong engagement you’re investing in both your clients (happiness and project success) as well as yourself (brand growth and client loyalty). Client engagement is also the foundation of a successful customer journey. Think about it:

• Disengaged customers become ones who won’t reach out with questions and don’t see you as an influential figure.

• Engaged customers will turn to you for advice and begin to see you as a prominent figure. This may lead them to return for repeat business or recommend your company to others.

Having engaged customers is a win-win.

“You don’t achieve organic growth through acquisitions or price cutting. You accomplish growth by creating many more fully engaged customers - ‘true believers’ in your business.”

–Gallop CEO Jim Clifton

STAYING ENGAGED IN MEANINGFUL WAYS

Do you talk to one project person daily? What about the others at your client’s organization who are involved in the project? What about the group of individuals that were part of the hiring decision and will be part of future hiring decisions?  Is your overall engagement limited with any of these individuals (or maybe it doesn’t even exist at all)? Be sure to find meaningful ways to engage with each stakeholder and ensure a positive customer journey for everyone involved.

1. Keep the lines of communication open. Make sure your clients are always “in the know” about their project and eliminate potential points of conflict by communicating with them in an effective and efficient manner. Keep the audience in mind when communicating. Not everyone wants or needs the nitty gritty details. Often, less is more when communicating with high-level decision makers. Save the nitty gritty for your client’s project management team. This constant contact also provides your clients an opportunity to speak up. Especially if you incorporate a means for real-time feedback such as surveys, feedback tools, etc.

2. Be transparent and trustworthy. Building a level of trust is the solid foundation to any client relationship. Focus on showing the individuals at your client’s organization that you care about each of them, their careers, and their organization. Remember, people do business with people they trust and like. Walk the walk, be trustworthy, be likable, and be yourself.

3. Focus on quality and be on time. Do your part to simplify your client’s life and not add any complications or stress points. Continually give your clients reassurance their project is in good hands by portraying a sense of project control. Remember that a project timeline and budget have a purpose. Be proactive with sharing project updates and budget numbers – communication is key to ironing out any kinks and maintaining a positive relationship.

4. Be understandable. Make sure your clients know exactly what you are talking about. Remember that they work in a different industry and may not be familiar with your terms, processes, concerns, etc. Our favorite example of this is the word “sub”. A client once told us they initially thought their builder was referring to a sandwich. Keep things simple and easy to understand – don’t make it difficult for your clients to understand the details of their own project.