Civil Engineering is a discipline within the field of engineering that deals with the creation of design, implementation of construction and on-going maintenance of the physical and natural built environment, including structures such as canals, dams, buildings, bridges and roads (Dictionary.com). Civil Engineering firms and civil engineers develop and maintain human-created structures to coincide with the world. Their projects and developments are constructed to allow an easier lifestyle and function of daily life for the people with which are residing in the area of their projects. Within the discipline of civil engineering there are ten sub-disciplines that include construction, environmental, geotechnical, hydraulic, materials science, structural, surveying, wind, geographic information system and transportation engineering. Civil engineers typically apply the principles of geotechnical engineering, structural engineering, environmental engineering, transportation engineering and construction engineering to residential, commercial, and industrial and public works projects of all sizes and levels of construction.
Civil Engineering Clients and Consumers
Civil engineering firms’ clients consist of corporations or the government to design and develop structures. Firms bid for the projects that are to be set in motion. Individual consumers do not hire civil engineers to build fix projects on their land. All structures designed and constructed by civil engineers are regulated and must abide by a set of state and federal laws. Safety is the number one concern for all engineering, civil in particular since it handles the erection of fixtures such as bridges and roads that are traveled on daily by civilians.
Factors that Influence Client Expectations
As discussed on day two of Professor Hodges’ Professional Services Marketing class, the factors that influence client expectation are desired and predicted services as with all professional services, civil engineering has to apply these factors when marketing to their clients. For example, the civil engineering firm, Kimley-Horn and Associates, Inc. notes on their site that “Kimley Horn ranks among the 20 largest US firms in ‘pure’ design, transportation, general building, retail, multiunit residential, airports, highway, wireless communications and mass transit.” This explicit service promise declared by Kimley-Horn gives a non-personal statement to the client viewing their site that they are ranked among select firms in the United States to provide a “pure” product with their services. Their implicit service promises will lead clients or potential clients to assumptions about what the service should and will be like, especially the cost factor since most corporations and government organizations are on a budget for projects.
Kimley-Horn also needs to be concerned with their WOM status or word-of-mouth statements made by current and past clients. Bad WOM can be detrimental to a professional services firm. How they service their clients now will determine how the client reflects on the past experience with the firm and if they were satisfied or utterly impressed with the firm.
Influencing Corporations in the Pre-Purchase Stage of the Buying Process
Kimley-Horn and Associates, Inc. has worked on projects for retail conglomerates like Wal-Mart/Sam’s Club and CVS. For example, Kimley-Horn was working on the Wal-Mart/Sam’s Club/Sam’s Gas project in Glendale, Arizona and the team at Kimley-Horn was almost finished with the project when a new ordinance went into effect. They had to move quickly and work with brokers, attorneys and city staff to get the project up and running again only to be side-tracked once again by a decision to bridge adjacent dry wash to the building, which significantly changed how the site worked. According to their site they led the team to obtain all necessary approvals, redesign on- and off- facilities, and completed the project with minimal delay (Kimley-Horn.com). Having a successful recovery testimonial like this one can lead Wal-Mart/Sam’s Club to rely and trust Kimley-Horn in the future when other unexpected occurrences may arise. When Wal-Mart approaches the time of choosing a civil engineering firm on their next retail facility construction and while going through the “deciding on alternatives” approach in their pre-purchase stage, the executives at Wal-Mart headquarters will remember this success story and be more prone to hire Kimley-Horn once again.
Wal-Mart will have a more willingness to continue patronizing Kimley-Horn over the long term as well as other great word-of-mouth referrals to other colleagues looking for a civil engineering firm. This quick recovery effort and customer-needs orientated service provided by Kimley-Horn is partly due to the fact that the employees are well appreciated internally. Kimley-Horn had the communication and team resources readily available that will positively affect the future buying behavior of the Wal-Mart Corporation. Wal-Mart has a reputation of being an organization to warrant low rates and bids when working with other organizations and firms. As Mark Busny stated in his lecture on May 15, 2008 “internal communication and employee satisfaction is vital to the success of a firm.” An article from FastCompany.com in April 2007 explains just how satisfied the Kimley-Horn and Associates, Inc. employees are.
The article states that at any time, for any reason, without permission, any employee can award a bonus of $50 to any other employee. “Any employee who does something exceptional receives recognition from their peers within minute,” says Barry Barber, Human-Resources Director at Kimley-Horn. To implement the award, a form is downloaded by an employee looking to recognize another. On the form he/she explains their thinking, signs it, and if able delivers the form to the recipient. The recipient sends the form to payroll to cash it in. “When we think of what our clients received for that $55 (the extra $5 is to cover taxes),” Barber says, “We know it is money well spent.” This is a great example of how the firm rewards and appreciates their employees internally knowing that happy employees provide exceptional customer relations managing and service.
Recommendations and Suggestions on Marketing Strategy and Tactics
After researching civil engineering at the firm Kimley-Horn and Associates, Inc. I have concluded on a few marketing communication strategy recommendations and suggestions. First, their website needs a “face-lift”; whether it is to attract new hires and engineers or current clients the page of “locations” is non-existent and their “contact us” page only provides a link to email a department, no names or telephone numbers or even an address. Build on search engine optimization to increase likelihood of being placed on the first two pages of an engine search for civil engineering firms. I strongly recommend Human Resources and Development to focus on recruitment; recruiting the best of the best for their firm.
Along with continuing to support and service their already existing clients they should expose themselves to new client acquisitions, as Dr. Blasé mentioned, “a business will not succeed if driven for the mere fact to make money; a business will succeed when it strives to survive.”
- Improve and update website
- Recruitment
- Increase exposure for new client acquisitions
- Continue to service existing clients
Conclusion
I believe it was Kotler that said “marketing communications alone can not create positive feelings and purchases; service itself must provide value to clients. Bottom line: Service sold.” As long as Kimley-Horn continues to provide exceptional service to its clients and has its strategic marketing efforts in place then it will continue to thrive as one of the top 20 firms in the United States.
Posts
