Understanding the client's perspective
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Transcript of Understanding the client's perspective
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Kyriakos Tyrologos, AITPM QLD Vice President
Understanding the client’s perspective
AITPM Young Professionals Skills Workshop 18 June 2015
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Client or Customer?
client[klahy-uh nt] noun1. a person or group that uses the professional advice or services of a lawyer, accountant, advertising agency, architect, etc.
customer[kuhs-tuh-mer] noun1. a person who purchases goods or services from another; buyer; patron.
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Client Customer
• derived from the Latin word cliens which means "dependent" or "follower,"
• long-term, protective, loyal, and ongoing business relationship
• usually refers to services
• a regular customer
• the origin dates back to Middle English (1400s) and is related to "customs" as ways of doing things
• short-term, primarily economic relationship
• usually refers to goods
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Which term to use?
Examples from transport consultants’ websites
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Who is the client?
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Who is the client?
• Federal Government• State Governments• Local Governments • Non Government Organisations • Other engineering consultancies• Other non-engineering consultancies• Land developers• Other Businesses• Individuals
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The new type of client
• Less loyal and less trusting than in the past
• Have more power than in the past – Buyer’s market
• More diverse
• It’s more difficult to understand them due to an increased noise to real data ratio
• This ratio also confuses them – Too much choice makes decision making more difficult
• Economic uncertainty – Crisis and austerity narratives make the client/provider relationship even more difficult
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The big secretClients don’t always know what they want.
They don’t always understand what exactly their problem is …
so sometimes clients are focused on a specific solution
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How to understand your client
Understand their business “Why are we doing things”
Understand their culture “The way we do things”
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Ok, but how do you do that?
RESEARCHBE PREPARED
OBSERVEASK & LISTEN
BE STUCTUREDFACILITATE
BE CONFIDENTBE PROACTIVE
ADD VALUE GIVE OPTIONS
OFFER FREEBIESFOLLOW UP
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Something more specific, please?“Stand in their shoes” Understand their
range of choices“Live the experience” Role playing or
real tests“Learn together” Invite them to your
training“Anticipate” Predict future needs
Check their social media