Enhancing Client Relationships To Promote

Business Success in Design Firms

Understanding Controlling Factors that Build Relationships between Designers and their Clients

Bethany Janik and Caroline Wickens

IDES 451

Spring 2015

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Introduction

When doing business as a designer, building a solid relationship with your

client is essential when the goal is to generate a successful business with long-term

commitments with their clients. The strength of the relationship between designer

and client is the anchor that will determine the level of success for that

business. Whether the design firm is small or large, understanding the factors that

will enhance the designer’s relationship with their client is a fundamental step in

creating success. Understanding the wants and needs of a client will guide the

relationship and strengthen the trust and likelihood of that client to return for more

business in the future. Gaining an individual’s trust involves a long process and may

be difficult to achieve at times, but it’s important for a designer to understanding how

one slip of mistrust on their part could damage the trust or cut relationships with that

client permanently. When trust is lost, it’s most often times very difficult to gain

back. While developing a strong relationship with clients may be a difficult task to

tackle, creating a solid relationship comes with many rewards such as opportunities

for repeat business, chances for referrals of one client to another, and overall

success in both business and personal aspects.

According to the course textbook, Professional Practice for Interior Designers,

“It pays for the designer to build an ongoing relationship since the cost of

prospecting for new clients is greater than that of maintaining existing client

relationships” (Piotrowski, 2008). With this said, it’s important for the designer to

make all the right moves in developing a strong relationships with existing clients

from the start. If the client’s expectations are met and exceeded by the designer, the

likelihood of that client to return in the future for further business with the specific

designer is very high. Clients tend to feel more comfortable meeting and working on

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projects with an individual of whom they know rather than finding a brand new

designer (Piotrowski, 2008). The stronger the interaction and communication and

the more the client’s expectations are met by the designer, the more comfortable the

client is going to feel working with their designer. Interior design can be a very

personal experience for some individuals, especially when working on residential

projects (Piotrowski, 2008). When a design is personal, showing concern and

listening to the client’s thoughts and conveying their wants and needs through the

design are important things to remember throughout the design process. The

purpose of this study is to understand and examine critical controlling factors and

attributes that build relationships between designers and their clients. A set of

professional interior designers were used as references to establish common

practices and attributes that are associated with building and maintaining strong

client relationships. This report will provide insightful information to both existing and

future interior designers about the importance of building long-lasting relationships

with their clients and the benefits associated with it.

Research Method

The methods that were utilized include both interview and surveying

methods. While we also gathered some basic information from the course textbook

for literature content to review and analyze, our main focus was on collecting

information through interviews with interior designers and conducting a survey with

public clients. An interview questionnaire was given to various design professionals

who either own their own business or work for a residential or commercial design

firm. The total of 17 questions on the list were tailored in a way that allowed for

open-ended questions regarding common attributes and patterns of business

between designer and client that have proven to be successful for that

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business. The open-ended style questions permitted for every design professional

to respond in a detailed way and express their own responses thoroughly and

thoughtfully. We believed the open-ended style question was most suitable because

it allowed for room for each participant to expand on their insight based on their own

background and experience. Below in Figure 1 displays a copy of the interview

questionnaire sent out to the professional design individuals. Additionally, a survey

was taken anonymously by 50 individuals that served as general clients of the public

shown in Figure 2; these questions were a mixture between short answer and open-

ended questions, which allowed for the client perspective to be better understood

and for expansion on what their expectations of building a strong relationship

between themselves and their designer entails. These two methods combined

created a solid foundation to pull insightful and critical information on common

characteristics and attributes that build strong relationships between designers and

their clients.

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Figure 1: Interview Questionnaire for Design Professionals

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Figure 2: Survey Questionnaire for Clients

Findings

Responses from the 50 survey participants were collected through the

SurveyMonkey website resource. Responses from the interview questionnaire were

gathered from each design professional via phone and email. The findings from both

methods were collected and organized by category. From these, results were

analyzed in order to determine common practices, ranking of values and attributes,

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and strengths of client relationships. We interviewed Cricket Brown who now owns

her own residential business, Cricket Brown Interiors, Deena Whitbeck who works

on commercial projects for Michigan State University’s Interior Design Services,

Erica Aicher from Kitchen Choreography, a residential interior design firm in the

Traverse City area, and Darcy Pace, a partner of a Pace Howe Design, a

commercial interior design firm located in Lansing.

To gain more knowledge about the different types of design businesses, we

spoke with two residential designers and two commercial designers. For the

interview, the first set of questions focused on how designers and their businesses

attract and maintain clients. As interior designers, we work with clients that have

different characteristics and personality traits. Some prefer to have a more personal

relationship with the designer, whereas other clients prefer to have a strictly

professional relationship with the designer. It is important for both the designer and

client to have a mutual understanding of what is expected from each other in order to

be satisfied with the final result. When working with new and old clients, the results

from our interview questionnaire revealed that clients value a designer that is

understanding and communicates thoroughly. When a client is satisfied with the

project, they are more likely to continue using the same designer because they know

that they can trust and communicate well for a successful outcome. This can also

lead to referrals by family and friends. In residential design, it is common where a

client is satisfied with the design project and want the rest of the home to follow suit,

which may turn into larger projects overtime. Designers are not only referred to by

friends and family, but they also work closely with other industry partners.

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In the construction industry, designers work with other contractors, builders,

designers, manufacturers, installers, and more all the time during their

projects. Therefore, it is important to build solid relationships with them. A lot of

referrals come from these types of businesses because they know that the designer

can be trusted and together, they can provide the best work for a mutual client. Not

only is that relationship beneficial for referrals, but those industry partners are great

resources for future projects. Based on the interviews, one benefit of having various

resources is that the designers are able to build more relationships and connections,

which in turn, generates more marketing strategies and tools.

Another set of questions inquired about the characteristics and the level of

professionalism that clients look for in designer and how to gain the client’s trust.

When a client is researching designers, they focus on a few things: sense of style,

experience, expertise, and trust. Since each designer has a different style and

personality, it's important to find a designer that fits the clients personality that can

communicate and listen to fully understand his or her wants and needs. All clients

come with a variety of personalities. Depending on the personality, some clients can

build a strong relationship with a designer, while others prefer a strictly professional

relationship. Designers spend a lot of time with their clients, in turn, they are able to

gain trust and learn about the clients’ different personality traits. It is important for

designers to understand the personality of the client so that they can communicate

with the clients in the best way to get their ideas across. All designers found that

honesty and communication were two of the most important attributes for gaining

clients trust.

During the beginning of a project, it's important to ask a lot of questions and

be upfront and honest about the estimated cost, lead times, and what to expect

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during the design. This will form a connection with the client so that they are aware

of what to expect before fully committing to a project. We found that the residential

designers communicated on a more personal level to ensure that their clients were

satisfied with them and the work they are providing. When dealing with a client’s

home, it’s important to keep in constant contact with them and understand their likes

and dislikes and how it might change over time. Frequent walkthroughs on the job

site are helpful to ensure that the expectations of the clients are reflected in the

project. The commercial designer expressed that analyzing the information

discussed at the designer and client meetings and using more of a research method

satisfied their clients.

Additionally, the designers were asked a series of questions related to the

typical client patterns regarding marketing strategies, the structure of meetings, and

other common practices. One important part of client meetings is the overall quality

of the meeting and the frequency in which the client and designer meet up

throughout the project. Making sure that all client needs are met and the design

phases are planned out in a detailed manner to ensure the client’s full understanding

is vital in maintaining a strong and successful relationship. The results from our

design professionals noted that it’s important for the designers to meet with their

clients on a regular basis and hold several meetings during the design phase so the

client is able to see the progress of their designs coming to life. It was also

mentioned that clients will gain excitement over talking about new things and seeing

the progress of the design, so keeping consistent communication is essential during

the duration of the project. In some cases, design projects with new clients may

start out as smaller projects, then turn into larger projects if the turnout of the first

project was satisfying for the client. One way to ensure that the client returns for

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possible expansion on a previous project or a new project altogether is to

communicate consistently and thoroughly with all clients at all times.

Marketing plays a large role in businesses, small or large, and increases the

potential for success. It’s important as a designer to understand helpful marketing

strategies to communicate the value of their business to their target audience or to

the public. Overall, marketing for a business as designers comes with many

advantages and opportunities. By using marketing strategies, a design firm has the

potential to come across to their audience as the help that an individual or potential

client has been seeking. Marketing an interior design business can be done in a

variety of different ways, the following methods have been utilized by the group of

design professionals: word of mouth, blogging, websites such as houzz, ads,

magazines, social networking, holding tours, local online news, meetings with

different departments or business, and many more. All of the marketing tools and

strategies mentioned have the potential to jump start business for new design firms

or generate additional business for already developed firms.

As a client and designer make their way through the design phases of a

project, there is always the possibility of a conflict or disagreement between the

designer and their client. It’s important for a designer to understand the proper way

to handle situations and conflicts when they do arise. All professional designers

indicated that being open and honest with clients to let them know what to expect

during the design process is extremely important to remember. Commercial

designer Deena Whitbeck mentioned that being transparent is a great trait to have

as a designer, being upfront and honest with a client has proven to pay off with

clients she has worked with. Other attributes that contribute to avoiding conflicts

include: having clear flow of your meetings, holding regular progress meetings, and

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relaying detailed and direct information to the clients. Another option to consider

when dealing with conflict and disagreement is to have the client sign a contract

before all plans are discussed to avoid legal liability issues, as utilized by sole

proprietor and owner, Cricket Brown. By providing the client with a detailed and in-

depth contract, their signature will legally bind them to the contents they have agreed

to in the contract.

Among the conflicts discussed with the design professional interviewees, one

of the most common conflicts experienced between them and their clients involved

money and budgeting. Some successful ways to avoid this conflict is to utilize

payment methods such as not-to-exceed options, paying month-to-month with a

detailed invoice, or holding regular meetings to discuss costs or changes with

clients. For the majority of the designers, time frame has also been an issue in the

past. Whether the client is dissatisfied with the length of time that is required to

complete the project or not, it’s important to choose a time to do the project that will

best suit the individual requesting the project. Also, turning the project into phases

will help to control and manage the length of time so only a portion of the remodeling

is happening at a given time. One last conflict that was expressed was in regards to

unmet expectations of the clients. Managing the clients’ expectations is crucial, this

will ultimately determine whether or not that client refers you to a relative or friend or

whether they will contact you again for future projects. As the designer, ensuring

that the work you’re doing is exceeding the expectations of your client will cover the

grounds for the potential of future business with that client.

As an additional research method, responses from a survey of ten questions

directed toward individuals who have gotten professional help from an interior

designer in the past or plan to seek help in the future were gathered. The focus of

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this method was to gain an understanding of the clients’ point of view and their

expectations in an interior designer. By gaining knowledge and content from the

client’s perspective, we are able to better understand what exactly it is that clients

are looking for instead of focusing on one-sided findings from solely interior design

professionals. The results from this survey were collected and organized into charts

and graphs for better visual aid. An overall number of 50 individuals participated in

the survey through the SurveyMonkey website.

According to the survey findings, two of the most important attributes that

clients hold of high value when choosing a designer to work with are professionalism

and honesty. This means that clients prefer to hire designers who are professional

both in presentation and attitude; also, they are more likely to hire an honest and

trustworthy individual. The survey also revealed that clients are very likely to hire a

designer a repeat time if their first experience with them was successful. This ties

back to Piotroski’s point about the costs of prospecting and how maintaining

relationships with existing clients is more practical. Interior designers can use this as

a measure of success with their clients by keeping track of how many previous

clients hire them again for additional projects. Moreover, 90% of surveyors claimed

that if they had a friend or relative that had work done by a designer and had a

satisfying experience with that designer, they would consider hiring or getting familiar

with that designer for a project of their own. Word of mouth is a useful marketing

strategy when the clients are satisfied with the work that the designer has provided

for them. Good word of mouth usually leads to new opportunities and room for

expanding the number of clients. According to the survey participants, the about

74% of clients expect to meet with their designer during the design phases of a

project often, but they admitted that they would invest their trust in the designer

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enough to make the right decisions. With that said, gaining trust of a client is vital,

trust is oftentimes what drives important decision-making.

In regards to relationship types between a designer and their client, 86% of

clients preferred a mixture of both professional and casual personality in their

designers (Figure 3a). The reason behind this was due in part to clients wanting a

professional experience and feeling secure with their selection, but also wanting

someone who they are comfortable talking to and a personable individual whom they

feel they can relate to and have an open ear for their concerns and needs. The

majority of clients said that their level of comfort with a designer and trust in that

designer to work on their home depends on the designer’s experience and if they are

licensed professionals or not. 70% of surveyors said that even though working with

licensed and experienced professionals would provide them with security, they

would still hire and trust a designer if they enjoyed the design style of that designer’s

overall previous projects or work (Figure 3g). This shows how important it is for a

designer to really listen to the needs and wants of the person they’re designing for,

gain that individual’s trust, and keep in contact with their clients. Lastly, about half of

participants expressed that during a conflict or disagreement on a project, they

expect that their designer will meet them in the middle and compromise. Sometimes

as designers, a solution that a client suggests might not make the most practical

sense for certain reasons. Providing explanation to that client as to why their

suggestion may not be the right decision or offering them a different solution while

still providing for their wants and needs are options for solutions. Clients that

participated in the survey admitted they are willing to negotiate if there is a conflict

between themselves and their designer, but they prefer to hear a valid reason or

explanation in return.

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Figure 3a: Survey Results Figure 3b: Survey Results

Figure 3c: Survey Results Figure 3d: Survey Results

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Figure 3f: Survey Results Figure 3g: Survey Results

Figure 3h: Survey Results Figure 3i: Survey Results

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Erica Aicher Deena Whitbeck Cricket Brown Darcy Pace

What are some characteristics that clients usually look for when hiring a designer? (I.e. personality, organization, etc.)

When clients ask me why they should choose the company I work for over another in town I list a few key characteristics: make sure your designer is a good fit for you, research quality of the products designer carries, knowledge about the industry, and credentials i.e.: degree, years of experience etc.

Experience and expertise and someone who will listen to their ideas/concerns and translate into physical environment

Characteristics clients look for are a sense of style, knowledgeable, caring, good listener.

Successful project wok. Integrity and positive working relationship

Do clients prefer to have several meetings during the design phase or do they mostly trust you to do the work properly?

Clients prefer to have several meetings during the design phase so that they can see the progress of the design coming to life. It is more about the excitement of the project than making sure you are doing a good job.

They prefer that the design process is followed which include consistent communication

Clients generally like to be updated as the project progresses and often; we need to meet to discuss progress, changes, and issues. Yes, they do trust me but regular updates are important.

Multiple meetings

How do you gain clients trust in the beginning phases of a project?

Being straightforward and honest. Not saying things just because you think that’s what the client wants to hear. Be honest about cost, lead times, what to expect during design.

Typically by keeping promise; connection and communication

Clients trust you when you repeat back to them what they ask for so they know you are listening to their wants and needs. Asking good questions after they explain their project is major as well.

Follow through on commitments and references from past clients

Are most of your clients returning customers or new customers? If they are returning customers, what do you believe has drawn them back for more business with you?

A good combination of both returning and new. Returning customers come back because they are so happy with the one room they did with us and want the rest of the home to follow suit.

Both. There is a learning curve and understanding when working with people and that has value. So a lot of people prefer to work with the same designer over time.

Most clients do return for more projects, and they refer friends and family. So I’d say half and half

Both. Many of our clients are referrals. Successful project outcome is the best marketing tool.

Are clients ever referred to you by another individual or by clients you’ve had in the past?

Yes, friends, family, industry partners like builders/tile stores/furniture stores etc. refer clients all the time.

Yes. Often. You know you’ve done a great job when your clients refer others to you. Most of my clients are referrals.

Yes. All of the time.

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If you have new clients, do you know how they heard of you or your company? If so, please explain.

Yes, we have a new client form that we fill out when a walk in comes into the showroom. One of the questions we ask is how have they heard of us?

Yes. We typically ask.

Most potential clients who contact me they are referrals, past clients, looked up designers in their area on the ASID website, or saw my work on Houzz.com.

Most are referrals. Some from website/yellow pages.

How beneficial is marketing for a business, especially designers?

Very beneficial. I think people get confused very easily by what services are offered and what products to choose. By marketing you can come across as the help someone desperately needs.

Very beneficial through word of mouth is typically the best.

My husband and I were well known in the community before I went back to school and became a designer, however, being listed as an ASID designer, blogging, Houzz.com and other marketing sources help get your name and your work out there.

We have no relied much on outside marketing. The area in which we work is small therefore many clients are familiar with our business and us.

What types of marketing tools and strategies do you use to get your business out there?

Magazine ads, Facebook posts, local online news/email blast, home tours/shows, kitchen tours/shows, being a member of the HBA and NKBA chapters, donating to local charities

We work for a higher education. Mostly through meeting with different departments and word of mouth.

Same as the previous response

We visit trade shows and conferences for networking opportunities.

How important to have a good relationship with other designers and contractors in town?

It is important. A lot of referrals come from builders and trade industry partners. If they trust you and know you are going to provide a mutual client with the best work they will refer you.

Very important. Great resource.

It is extremely important to have good/great relationships with other designers and contractors you need these people for resources.

We work in a small town and invariably we come in contact with other designers. They are typically part of A&E firm in which we have a relationship already so it has been relatively easy and very positive for us to foster these relationships

Do most projects with new clients start out as smaller projects and if they go well turn into larger projects?

In some cases yes. Everyone loves the open floor plan idea so when you look at one room in most cases the project flows into the surrounding rooms.

Absolutely, a lot of the time.

No, the project is what the client wants, big or small. Give them what they want, exceed their expectations and they will give you more work every time.

The size and scope depends on the client and what their need is. We do however find that most clients will contact us for additional projects in the future once we

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have established a relationship.

In most cases, do clients already have contractors lined up to do the work or do they expect you to provide the contractor?

Yes and no. If a client does not have a contractor lined up they do ask me for recommendations.

It depends. It could be both ways. Designers would do well by having these contacts too – a turnkey service.

Some clients have contractors they know and like to work with, while others need the designer to line up the contractors.

This varies. Seventy-five percent of the time the clients will seek the contractors on their own.

Do the majority of your clients prefer strictly professional relationships with you or more of a personal and casual relationship approach?

It depends on the client’s personality. In most cases the relationship becomes more personal/casual. You end up spending a lot of time with your clients during the design process and really get to know them and their life.

It depends on the client. There are no rules and typically there are clues from the client.

The majority of my clients develop a more personal relationship with me over time and after a few projects. However, there are some clients who prefer to keep it strictly business.

This varies as well with the type of organization. But for the most part we have very professional, albeit comfortable relationships with our clients.

In the beginning of a project, what steps do you take to avoid having a conflict with a client

Again being open and honest about what to expect during the design process.

Transparency and clear flow of information. Regular progress meetings.

To avoid conflicts my clients sign a contract, so we both know where we stand. Besides a contract, asking questions, taking lots of notes, being thorough are all important, along with taking more measurements than you need and taking pictures from every angle.

By creating a defined and clear project scope up front. Through this approach everyone knows the expectations.

Are you willing to put in work for smaller projects with returning clients to keep your business with them?

Yes because you never know if a small job will somehow turn into a bigger job whether it be by referral or if that client comes back with a bigger job.

Sure. I love my clients and interior design, so I don’t care how big or how small the project starts our relationship. So the answer is yes.

Absolutely.

What types of conflicts or disagreements do you see most often with clients?

Money/budget. Unfortunately HGTV and other publicized TV/Internet shows gives the impression that you can do x amount a design work for x amount of money. Also, people don’t realize the cost of a big kitchen

Typically it is about unmet expectations. So managing the client’s expectations is very important.

I never had a conflict in the 20 years but if I did my husband and my son are lawyers. My contract is very detailed as well, so it just has not been an issue, actually, my

The biggest conflict would be providing recommendations based on the program and needs of the client and the client choosing a different path for the design.

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Figure 4: Designer Responses to Interview Questionnaire

Conclusion

The interview and survey responses revealed the importance of

developing a successful relationship with clients. We gathered the opinions of

potential clients and designers as to what they believe are crucial traits and

strategies in building a strong relationship that will work toward creating a

successful business. The survey method was used to gain a better

understanding of what a potential client would expect from an interior designer.

Through the information gathered from anonymous participants, we asked a

remodel. Also timeframe on how long a project will take.

husband is a judge.

How do you handle conflicts when there is a disagreement or issue between you and your clients?

Money/Budget: go back through the design and decide what a need is and what a want is. What can be cut out that the client is ok with getting rid of. Timeframe: is there a better time in the year to do the project when it doesn’t affect their everyday lives. Again is there something that can be turned into phases so only a little bit of remodeling is happening at a time.

Calmly talk it through, hopefully there is documentation and negotiate a solution.

I do a great job, listen them, ask questions, and give the client what they want – make their space work for them, with a pleasing, comforting feel.

Communication is Key. It is our job as consultants to make recommendations based on expertise and experience however when there is a disagreement it is important to clearly illustrate our position with the client so if they do not follow the advice there is no miscommunication regarding the recommended path.

What do you do to ensure that your client is satisfied with the work you do for them?

Keep in constant contact with the client. Always ask questions to get a better read on what they like/dislike/expect. Do a walk through periodically through the job to insure their expectations are happening.

Ask them regarding their thoughts and room for improvement. Lessons learned/post occupancy meetings

Constant communication and confirmation by the client through approvals that we are headed in the right direction.

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variety of questions in regards to what is most important when choosing a

designer and their expectations of the designer and design process.

The second method used was the interview method. We spoke with four

interior designers to gain an insight of how they generate a successful business

through client relationships. Through the information gathered, the interviews

revealed the various patterns and attributes to a successful business as a

whole. The designers explained that not only is it important to build a strong

relationship with clients, but with other professionals in the industry as well.

The responses between the clients and designers were very similar when

it came down to what is most valued when forming a strong relationship. Both

methods indicated that the majority of potential clients look for honesty,

professionalism, and personality in an interior designer. During a project, the

responses revealed that communication is the key to a successful project where

the client and the designer are both satisfied with the end product. When the

client is satisfied, the designer is more likely to gain more business through

returning customers and referrals.

There are several factors that are considered when promoting a

successful design business. However, the most important aspect to running a

successful business is clear communication and ensuring that all members of the

project are fully aware of each step during the process. It is important for

businesses to build strong relationships throughout the community, not only with

the clients but also with other professionals in the industry.

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Bibliography

Aicher, E. (2015, January 28). Kitchen Choreography

Brown, C. (2015, February 8). Cricket Brown Interior Design

Whitbeck, D. (2015, February 15). Michigan State University Interior Design Services

Pace, D. (2015, February 1). Pace Howe Design

Piotrowski, C. M. (2008). Professional Practice for Interior Designers. New Jersey: John Wiley & Sons, Inc.