the client. ► the nature of clients patron: a client with expectations outside the norm & the...

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The Client The Client

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Page 1: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

The ClientThe Client

Page 2: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

The ClientThe Client► The Nature of ClientsThe Nature of Clients

PatronPatron: a client with expectations outside : a client with expectations outside the norm & the funds to achieve them.the norm & the funds to achieve them.

Master BuilderMaster Builder: Hired by : Hired by PatronPatron created created works not like any others of their time works not like any others of their time Michelangelo, Bernini, Christopher Wren, Michelangelo, Bernini, Christopher Wren, Thomas JeffersonThomas Jefferson

Most work was done by carpenters and Most work was done by carpenters and masons for average user-ownersmasons for average user-owners

1868; 11868; 1stst school of architecture at MIT – 4 school of architecture at MIT – 4 studentsstudents

Late 19Late 19thth century; new regulations forced century; new regulations forced professionalismprofessionalism

Mid 20Mid 20thth century; licensed architect century; licensed architect mandated by lawmandated by law

Page 3: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

►Nonetheless, it is a world in which the vast majority of clients bring not much more (or less) architectural appreciation to their projects than the average citizen with a desire to build or renovate in Jefferson’s Virginia, Wern’s London or Bernini’s Rome.

►The question is, would these clients hire an architect if they weren’t required to?

►Ours is a better world for the contributions of architects properly educated and ordained, to be sure…

Page 4: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

Challenges

1. More varied clients (taste, character, sophistication, aspirations & willingness to work with an architect) including

2. The vast middle sector of commercial and residential user/owners, who in the past would have been satisfied with the crudely sketched plans of masons and carpenters.

3. Today’s clients represent many challenges; clients who don’t share an architect’s interest or commitment to design or who are concerned with $ above all else & those trying to procure design from another source.

Mandatory involvement (because of codes) = a great boost to business & many more challenges…

Page 5: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

The Client Defined

►A client….► ..is at least one person with whom at least one

architect will deal on what is often a remarkably intimate basis. That personal relationship is almost the single most important determinant of project success and of success in practice.

► ..has something to do with some aspect of a built environment

► ..always faces the need to deal with change► ..must be in need of services; the client may not

be aware of this so the architect must make them aware and turn them into clients.

Page 6: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

►The definition of an architecture client: a person or group of people dealing with the effects of change on and in the built environment and in need of professional assistance.

The Client Defined

Page 7: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

Client vs. CustomerClient vs. Customer

►Each as a problem to be solved►Each has choices of means of solving

& sources for those means►Both are searching for solutions, but if

solution is defined as the end result (problem solved)…then solutions are NOT FOR SALE

Page 8: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

►3 primary parties in the construction industryOwnersDesign ProfessionalsConstructors

Page 9: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

Owner/clients

►Private clients►Private clients who build for

themselves are known as owner-users Individual owner-clients, business owner-

clients & institutional clients are usually long-term owners

►Private owners who build for others are known as developers Developers may own to rent or sell

projects

Page 10: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

Owner/clients

►Public clients►Public clients include various

governmental bodies. They commission huge amounts of construction. Office buildings, schools, post offices,

sports facilities, housing, military buildings & transit stations.

Page 11: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

“Unlike architects, who view the design & construction of a building as ‘an end’, the majority of clients see buildings as ‘a means’ to satisfy a wider set of requirements” G. Chong FAIA

Clients & customers alike are searching for solutions to their problems. But if solution is defined as an end result – the problem solved – then solutions aren’t for sale.

“Customers do not buy a ¾-inch drill; they buy a ¾-inch hole” T. Levitt

Client vs. Customer

Page 12: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

Client vs. Customer

Page 13: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

Selection Approaches

►Qualification-Based Selection: SF 254 & 255 ask the architect to describe their 5P’s (not $) Request for Qualifications (RFQ) and Request for Proposal (RFP): Issued by clients large and small, smart architects craft their responses to match the values of the potential client

Page 14: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

►Cost-Based Selection: Selection based on the client’s willingness to pay higher or lower prices

►Design Competitions: Clients that value design use this method. Open to architects of various backgrounds. Usually spend more $ and time than anticipated

Selection Approaches

Page 15: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

Client Values – 5P’s► Promotion: Clients seek architects who

reflect their own values & promotion is how they see that reflection

► Product: Clients with product orientation are interested in past projects that are similar to theirs

► People: Focuses on delivery, service & idea; knowledge and talent

► Place: Focuses on geographic location► Price: Govern virtually every selection;

focuses on the law of supply & demand

Page 16: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

The Five Ps

PromotionProduct (service)PeoplePlace & Price

Given a problem to solve, a client will begin to pay attention to promotion (advise, advertising, etc.) in an effort to find the right product or service (means to solution) from helpful people (source) at a convenient place (source) and at an acceptable price (source).

Page 17: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

Service as a Strategy

3 Client TypesFirms should focus on one client type……► Clients who value cost-effective project

delivery most highly► Clients who value the ideas embodied in

great design most highly► Clients, those squarely in the center, who

value service most highly (most firms work in this middle ground)

David Maister, The Coxe Group

Page 18: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

Service Models

Page 19: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

The Good Client

►mutual respect;►enthusiasm for and open to new ideas;►knowing their goals and able to

articulate them;►being clear about their resources and

having matching expectations

Page 20: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

The Bad Client

►Think they know everything;►They are secretive and distrustful;►Naïve clients who lack knowledge of

the process, lack business experience and who have unrealistic expectations, can be problematic

►Be aware of a potential client who comments on who dumb all his past architects were!

Page 21: The Client. ► The Nature of Clients  Patron: a client with expectations outside the norm & the funds to achieve them.  Master Builder: Hired by Patron

The Rule

►Remember: architects are not obligated to take any client who wants to hire them.

►Other than for prejudicial reasons, you have the right to reject any potential commission

►Smart architects are highly selective in accepting clients

►Finally: ‘go after the client not the project’ I.M. Pei