Analysing the Client Experience at kinetica
kinetica is a planning and urban design consultancy that attracts blue chip clients and staff, and has grown through word of mouth as a result of delivering an outstanding service.
kinetica changed its name from David Lock Associates, moved to CBD premises, launched a new brand and website. As the business took its next step of growth, it was an ideal opportunity to find out why their client relationships are so strong and what aspects, if any, require improvement.
kinetica Principal, Nicole Donnison, recommended Judi Carr, Director of Property Republic, to conduct a client experience analysis.
The Approach
The client experience analysis involved an online survey and one-on-one interviews with kinetica’s clients and contacts. The results assisted kinetica with:
Benchmarking against competitors
Pitch proposals
Marketing strategy
Content planning
Tone of voice
There were a few challenges faced during the process. First, the database gathered was a mix of all staff contacts, and many of them had not been contacted for years. This led to a low survey engagement rate. Second, not all face-to-face interviews had been completed before COVID-19 and social distancing commenced. This was overcome with telephone and virtual conferencing.
Phase One: Online Survey
Property Republic created an online survey that was sent to a database of 2,657 contacts provided by the kinetica team. To ensure maximum participation, two reminder emails were sent and a small incentive to complete the survey was offered.
The six-minute survey included questions that gave insights into:
Perceived values demonstrated by the kinetica team
Identification of most recognisable services
Capabilities
Appointment criteria
Competitors
Leadership team
Media consumption habits
Additional feedback into their experience with the kinetica team
Phase Two: Interviews
The second leg of the exercise involved face-to-face interviews. Judi Carr arranged interviews with a selection of government agencies, authorities, planners, architects, developers, and lawyers – all with the aim of exploring how people feel about kinetica and their interactions.
Participants were encouraged to explain their feelings about choosing or referring kinetica, discussing motivations and the decision-making process that led them to their choice.
The Results
A final report was presented to the kinetica leadership team, which included the online survey results and a deep dive into feedback received from one client sector.
Property Republic transcribed the interviews and which enabled a deep level of insight from the kinetica team.
Judi Carr then developed themes from the research and provided five key ideas for improvement.
The Feedback
“I think the first thing that springs to mind is the ease with which we worked - from setting the first introductory meeting through to the final presentation. Your availability and professionalism was appreciated especially as you owned the brief from the outset, communicated and sought direction when necessary but otherwise did what you said you would do.
As it was a personal introduction through Nicole, we were confident of your expertise however our business is very niche and there is always a level of concern about whether a “marketing” consultant is really going to understand the diversity of services and client base. Thankfully you caught on well and very quickly.
Without doubt, when our world went into “lockdown” my initial thoughts were that there would inevitably be a pause in the work, however, you carried on regardless, made adjustments and met the deadline despite everything else going on.
Thanks, and to be honest I can’t think of anything at the moment that needs improvement.”
Annette Toussas
General Manager, kinetica