What Do Clients Want From Us Anyway?

Posted by: Carl Smith on Tuesday May 27, 2008

Over the last five years we’ve built a reputation for creating websites that are both aesthetically and functionally top-notch. In addition to being kick ass web designers, we’ve also gotten a bit of a rep for being rowdy and having fun. So when a client says yes, what is it that they’re buying from us?

A website? That’s what they walk out with, but that’s not why they choose us. A lot of companies create great websites.
A good time? Fun is a big part of it. But even we know that there are better ways to spend money and have fun than hire us.
Our process? They definitely want to know we have one, but the details aren’t as important to most clients as they are to us.
Experience? Again, this is part of the reason but not what makes them say yes.

See, they don’t decide to hire us for the website they’ll get or the promise of beer and video games or even because we’ve got over 100 web projects under our belts.

So why do they hire us? Because we give them peace of mind.

When most clients set out to select a web firm they are probably apprehensive at best. What causes the apprehension?

Remembering the pain of creating the first generation or two of their website.
Partnering with someone based on an existing relationship or cost.
Focusing on what what information they could put online instead of their customer’s experience.
Investing too much of their time to keep things moving.
Having no one help them through the process because there wasn’t one.

Peace of mind is something they feel when we discuss their project the first time. When we ask about the perception we need to create. When we discuss the process we’ll go through. When we show them the tools they’ll have at their disposal. This comfort level is what makes them say yes. They feel a sense of relief and know that we are looking out for them.

Interestingly, a few weeks ago we found ourselves in a situation where a client was agitated but couldn’t articulate why. The work was great and exactly what we had collectively agreed to. At one point someone mentioned we need to hold the client’s hand more. Eventually the comment came out that some clients expect a spa treatment when they hire us.

At first that took me by surprise. Why would they expect that? Where does that perception come from? The simple answer is it comes from us. Throughout the sales process and in the kickoff meeting we put all of our focus on our client’s needs. In that particular case we had unintentionally disconnected from the client and focused our attention on production to meet the launch date. But the silence that the client felt as a result was hardly the peace of mind they had bought. Instead they felt worried that they were no longer informed of what was going on. And while clients generally don’t want to drive, they do like to ride shotgun.

So now it’s time for us to back up and look at what the experience of working with nGen Works feels like. Is it a consistently awesome, fun and effective time? Probably not as often as we think. Where are the points that things get strained for a client? Where would a simple phone call make a huge difference in keeping a client feeling special? What can we do to create a consistently great experience for our clients?

Maybe the answer lies in spa treatments after all.

Comment RSS Filed under: Business

Geof Harries

05.27.08 at 5:03pm

One of the best blog posts you’ve ever written, Carl.

Carl Smith

05.28.08 at 9:06am

Thanks Geof. Of course I’ve created a whole lot of work for myself in trying to perfect the experience, but I’m pretty stoked to give it a shot.

Kevin Crawford

05.28.08 at 6:22pm

I hope you’re charging hourly for those spa treatments. I have one client that insists he be on the phone with me throughout the entire process, micromanaging me to the nth degree (it’s for a web app for screen sharing/meetings/collaboration, so yep, he even watches my screen sometimes).

It doesn’t bother me, because I’m charging hourly and I get to watch the clock tick away while he tells jokes :)

Carl Smith

05.29.08 at 7:28am

@ Kevin, We’ve definitely been accused of charging Spa prices, but we do watch the hours. One thing we make sure of is we never let the budget get in the way of a good idea. An overbearing client on the other hand, that’s a different matter entirely.

J. Douglas

06.05.08 at 9:52pm

Ironic…

I’m being totally serious here. Clients that spend a certain amount with us get a spa package as a surprise. No lie!

Which reminds me, I better call PV Inn & Club. My Ponte Vedra client is due for hers. It’s been a good month.

What do I buy the dudes? Steak of course.

Carl Smith

06.06.08 at 6:24am

@J Douglas So what do you buy the vegan dudes? (BTW, do you change your name to protect the innocent? I know it’s you Harrington)

J. Douglas

06.06.08 at 8:19am

A spa package with a soybean scrub.