Managing Client Expectations

Managing a client’s expectations is easy, but very hard to do well, and above all, to do consistently. It is not a skill that everyone possesses but one that can make or break a relationship with a client. This cannot be done with a well-defined scoping document alone.

Unfortunately, this is an area that has been perceived to be a weakness within digital agencies, but times are changing and there are companies that do excel in this area (such as Bluhalo). The main reason for this stems from the emotive issues surrounding the selling of ideas or concepts and how the benefits of digital solutions are put to clients.

A project manager will tell you that managing a client’s expectations can be effected with a scoping document, a salesperson will tell you that you must understand the client’s business and offer solutions that are right for them; both important aspects of a client relationship but not the whole story.

To offer a simple analogy, you hire someone to build you a garage; they quote you £2000, they do a great job and a few days later you get an invoice for £4000!

Did this guy manage your expectations? Would you hire this guy again? No way, I hear you cry! You would be perfectly justified. Nowhere in this scenario was there an honest or open communication of the problems the project was facing and the solutions that were used to fix them. You were simply presented with a solution (and associated cost!) with no consultation – this does not engender confidence within the client or in the company.

Being proactive and honest with a client can reap great rewards as you move forward in the relationship or project. Every time you interact with your client you can build or breakdown that relationship – if you empower the client with sufficient knowledge regarding their project, via regular communications, they are happier for it and more likely to want to work with you again!

Clear and frequent communication (even when it’s not always good news) builds trust; remember your actions as a business have a direct impact on their business. Your client owns the project, and as a digital company you are facilitating their vision when you deliver the project. They look to you to provide the right solution, meeting the appropriate timescales and within the given budget.

Refined, well-thought out, documented and applied project processes go a very long way in ensuring client expectations are met, managed and projects successfully delivered.

At Bluhalo, we have exactly this and strive to refine and improve our processes and quality management system at every opportunity - after all - happy clients = happy agency!

Paul Windust
Project Manager