2017618 Don'tForget:ArchitectureIsaServiceIndustry|ArchitectMagazine|Business,DesignFees,Marketing,SeattleTacomaBellevue,WA,SchemataWor

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Posted on: July 08, 2010 0

BEST PRACTICES

Don't Forget: Architecture Is a Service Industry

If you oer thoughtful service in addition to good design, not only will customers return for more, theyll be
your rms best advocates, too.

By EDWARD KEEGAN
Karen Moskowitz
"Client satisfaction is the rst of ve objectives
we listed when we started the rm," says
Schemata Workshop co-principal Grace Kim.
Design is "the reason we do what we do," she
adds, "but we don't practice architecture as a
service to ourselves."
and client satisfaction?
New Masterplan for the Old
Port of Patras >
Most of them probably wouldnt trumpet it, but architects are in the Ocetwentyvearchitects
service industry. And service is at least as much about process
(meetings, invoices, etc.) as it is about results (the building). Seattle-
based Schemata Workshop, a ve-year-old, ve-person rm that
specializes in small institutional projects, readily credits its early, and
continuing, success to an unrelenting focus on customer serviceor,
in the rms preferred construction, client satisfaction. In 2009,
Schemata won a Seattle Mayors Small Business Award, earning
praise for how the rm works with clients and for its open
communication. Grace Kim is co-principal and co-founder there with
Camp Adventure - The Tree
Mike Mariano, and both bring large-oce experience to bear on the Experience > Eekt
small practice. Whats the dierence between customer service

If you have good customer service, you get client satisfaction. Its ingrained in our culture. We think design is
hugely important, [but] the notion of customer satisfaction has been an underlying thread in the way we deliver
our services.

Your website refers to a transparent approach to design and fees. What does that mean?

Boetger Residence >

Ive never had a client call because they didnt understand their invoice. We clearly explain where we are on the BarberMcMurry architects

budget; where we are in the current billing; what weve invoiced to date; where are we in the context of the fee.
If people understand that, they dont have a problem paying. view more >

Where does this transparency start? VIDEO

Prospective clients get a spreadsheet of the various tasks were going to do. We give them the detailed backup
that most rms do to get to a number. That way, when they say, Your fee is too high, they can see what weve
included. That gives us a basis to negotiate: Where do they want us to cut? Weve accounted for this number of
meetings; can you do with less? Maybe instead of three design alternatives, well do one or two. It sets the
expectations.

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2017618 Don'tForget:ArchitectureIsaServiceIndustry|ArchitectMagazine|Business,DesignFees,Marketing,SeattleTacomaBellevue,WA,SchemataWor

But cant that lead to cutting corners?

If were working with a client whose budget wont support meticulous note-taking, we at least follow up
immediately with an e-mail that summarizes the decisions and outlines the key next steps. Keep all
communications clear, concise, frequent. Thats part of it.

What kind of clients have you found with this approach?

Increasing Demand for
We look for projects where the client will appreciate working with a small rm. We work with smaller clients and Resiliency Is Redening
Design >
jurisdictions that can benet from having a hands-on, personal experience. They get me at the interview. They
get me on a day-to-day basis. view more >

Where does design t in? MOST POPULAR

Design is of paramount importance. We denitely have a style wed advocate. We try to be on the modern side, Criminal
Investigation
but as an extension of the clients identity and mission. Following Report

How oen do you keep in touch with current clients?

24-Story Residen
Grenfell Tower in
If we dont have a meeting, I e-mail at least once a week to say: Heres what were doing, heres what were
working toward before we meet with you. The worst thing is for us to go quiet and not be in communication.
The Ultimate Fran
How oen do you stay in touch with former clients? Lloyd Wright
Nerdfest

We try to keep people abreast of whats going on. If Im in the neighborhood, I drop by and ask how things are
going. Green Light for th
Tallest Mass
Timber...
How much of your success is based on people skills rather than the quality of the design?

Its a combination of both. Mike and I have strong people skills. When we hire, thats what we look for. During 56 Leonard Stree
the interview process, Im evaluating: How comfortable will I be having this person represent my company?

How do you know your approach works?

NEXT
Repeat customers and client referrals. We count on our satised clients to help us get our next clients. In a
competitive situation, if a prospective client calls our past clients, we know well get the job.
PROGRESSIVES

ABOUT THE AUTHOR

Edward Keegan
ARCHITECT contributing editor Edward Keegan, AIA, is a Chicago architect who practices, writes, broadcasts, and teaches on architectural

subjects.

Nomi >
Keywords:
SUBJECT:
Business Design Fees Marketing BRIEFS
STATE:

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2017618 Don'tForget:ArchitectureIsaServiceIndustry|ArchitectMagazine|Business,DesignFees,Marketing,SeattleTacomaBellevue,WA,SchemataWor

Washington John Lautner's Jules Salkin

Residence Restored to Its
LOCATION:
Former Glory >
Seattle-Tacoma-Bellevue, WA

ORGANIZATION:
Kevin Jennings Named New
Schemata Workshop
President of New York's
Tenement Museum >
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