This is going to trigger many professionals out there because we all know that the customers is… often wrong, but are they wrong? Really?
Today, we dive in on the important role of a professional designer to help support and guide the client, so they can be right all the time. So let’s break it down. Clients know what they are looking for. They are not always sure what they want or how they want it, or they may have an idea in mind or an influence, but no matter how sure or unsure a client is about the project, in the end, it’s their project, and we are the skilled labor. When everything is all said and done, they are the ones who have to “live in” the designs we create for them, and that is why their satisfaction is the key to the success of the project.
But what if they are asking for things that will seriously harm the functional or aesthetic value of the project?
This is a serious issue. Every day, I have clients that come to me with requests for things that I know as a professional designer and developer are going to harm their website in some way. I see marketing plans and design concepts brought in and approved by brilliant CEOs that even students in my design 101 classes would immediately know to avoid. So, how can I still say that the customer is always right when, many times, they are clearly wrong? First, let me say that being right or wrong is relative. Things are not black and white, sometimes they are not even gray. We live a kaleidoscope rainbow of unique situations and one size does not fit all, and that is part of the reason being a custom code developer and designer is such a huge value when it comes to creating and completing projects that are not only well-executed but also exactly what your client needs and wants.
Your client is not a web design or web development pro. If they were, they would not be coming to you for your skilled services.
They may use the wrong jargon, outdated concepts or simply inaccurate information, but if you listen closely, you can see past the small details of their requests and into the real heart of what they are asking for so you can give them what they want and ultimately acknowledge that when it comes to what they want, they will always know better than you can guess. The trick is helping them learn the language and the rules of the platform, so they can see the value you bring and feel seen and heard.
How do I give a client what they want when what they want is bad?
- Listen. Don’t just collect data and respond, actually listen and try to build a big picture. If a client asks for blinking lights, giant text, dancing glittering gif images from circa 1999 and you can feel your creative skills and the traffic value of this project being duck taped to the floor, take a moment and reframe your view. Think in positive terms and try to find an angle. Perhaps this person is asking for a resurrection of angel fire, but what they really want is a tastefully retro design that pays a tribute to certain vintage elements? Whatever it is, no matter how of the path it may feel, using your big picture listening skills will get you back on track to providing both what they want and what they need.
- Due diligence is key. Let them know there may be a problem, but don’t make it feel like kick back. Your client has asked for a nag box on every page or a bakers a dozen of pop under boxes? Perhaps they want the background to have music while videos autoplay on the same page? Possibly, your client is excited to embrace Flash as the main platform for your new web project? Maybe they want all of these things at the same time and there just isn’t enough coffee in Seattle to get you through this project. Sometimes your client is going to insist on something you consider to be a train wreck, and the best thing you can do is make sure they are well-informed about the choice they make and provide them with the highest quality version of that choice. Give them information, give them options, but most importantly give them what they want. It can feel wrong, but in the long run it will make much happier customers, and that should be the main goal.
- Don’t say I told you so. This is unfortunately going to happen, but you can still be the hero. Your client made a request. You warned them and informed them but ultimately supported them in their decision to move forward with a questionable decision, and now they are disappointed with the results. This feels like the perfect opportunity to resend that old email where you warned them and told them this is exactly what you said would come to pass. Nope. Hit the brakes. First, crank up the compassion. This person, no matter how difficult, was expecting success, and now they are experiencing a loss, either in function or design. Now is the time to be supportive and offer to help them take the next steps.
- Be ready to resolve the problem you knew would come up. This can be infuriating because it feels like a huge waste of time and money, but it will make you the hero. First and foremost, when a client asks for a feature or design that you know will be problematic, include the cost to fix the problem in your initial build. This serves two purposes, one you can afford to include everything you need for the “right way” build, as you build the “wrong way”. I had a client insist that they needed a website when knew for a fact that they would need an app. When I quoted them out, I included just a few extra hours (nothing drastic) to make sure my team could create an additional set of files that could be used “just in case” we needed to convert to an app platform. I let the client know upfront that I had included these hours and let them know it was just a smart investment. They agreed and we completed the product. About 6 months after launch, the client came back in a panic, needing to launch the platform as an app. We had it up and running in record time and I have never seen a happier customer team. No one ever acknowledged the “I told you so” moment on either side, but they did send our entire team a massive “Thank You” gift a basket and referred 10 new clients to us over the next year.
Supporting a client who has ideas you are not so sure about or, worse yet, ideas you definitely know are going to be problematic can be one of the toughest parts of being a great developer and website designer. However, if you can keep a positive attitude, it can also be a great opportunity.