Over the last few years the way that we work has changed significantly. Hybrid work schedules, distributed teams and asynchronous communication have all become norms, when just five years ago they were largely unknown in our industry. We’ve adapted fast, and certainly here at Empower we’ve taken the time to think through how to organize ourselves for this new model.
While there exists a wealth of discourse on this topic, I find it noteworthy that relatively little has been written about the adaptations in our client engagement strategies amid this new reality.
Reflecting on experiences from when we were all “in office”, one anecdote that stands out is the dedication displayed by a team, traveling four hours bi-weekly for meetings at the client’s office. While such practices may seem distant now, our efficacy as client stewards depends significantly on fostering a similar level of connectivity and engagement with our clients.
Here are five pivotal tips for cultivating relationships in this hybrid world:
Meet Them Where They Are
Often clients can be geographically dispersed from their respective teams, rendering physical visits to their offices a rarity. While there may be a prevailing belief that in-person interactions are optimal, it is crucial to invest time in comprehensively understanding their unique work culture, norms, and integration strategies. It’s imperative to acknowledge that there is no universal approach to relationship building, and the most effective relationships are forged through a blend of digital and in-person touchpoints.
It is difficult to build a relationship over Teams. But this is all the more reason to develop a profound understanding of client needs and how your team can help support. Lead with this strategic focus, ensuring that your insights capture clients’ attention.
An advantage of digital is the heightened frequency of communication, affording more opportunities to showcase your knowledge of the business. Leverage this increased dialogue to demonstrate your expertise and commitment to supporting the client’s objectives effectively.
Moreover, it is essential to recognize that clients are also navigating the challenges of hybrid work arrangements. They may be traveling more or less frequently than before, or they may find themselves working from home, and we all know what a barking dog or construction on the neighbors house can do to your focus! Extending them the same understanding and flexibility that you would hope to receive in return is essential to building relationships as humans.
Synchronize Your Workflows
In today’s world, efficiency stands as a critical objective. The additional hours afforded by asynchronous work have been reallocated to various responsibilities. With the heightened workload, there is often limited capacity for extensive discussions beyond the immediate scope of day-to-day tasks. Consequently, cultivating a profound and meaningful relationship with your client hinges on a thorough comprehension of their operational framework and the alignment of your workflow with theirs.
Dive deep into their process. Understand the pivotal junctures for decision-making and the optimal times for disseminating pertinent information to support those decisions are key elements in fostering a robust partnership.
When clients recognize that you possess a nuanced understanding of not only their work but also their workflow, it significantly bolsters trust. This trust, in turn, paves the way for engaging in more profound and meaningful conversations.
Create a Team Narrative
A collective narrative within teams stands as a potent tool for solidifying a cohesive team culture. This narrative should embody a harmonious blend of the respective team cultures and the shared values they uphold. Moreover, it should be imbued with a sense of tangibility, serving as a manifestation of the collective aspirations and goals the teams aim to accomplish collaboratively.
Importantly, this narrative should possess a unifying quality, offering a clear articulation of the ethos desired for daily interactions and the guiding principles that underpin collaborative efforts. It serves as a guiding beacon, aligning team members towards a common vision and fostering a sense of shared purpose and identity.
Feedback is a Gift
Feedback becomes notably elusive in remote work environments, representing a significant loss due to the absence of physical co-presence. The art of “reading a room,” a skill invaluable for gauging nuanced cues and dynamics, unfortunately, cannot be harnessed in a remote setting. These subtleties, such as spatial proximity, facial expressions, note-taking behaviors, and attentiveness levels, are inherently difficult to discern during virtual interactions.
Prioritizing time for feedback is a worthwhile investment. Consistent and detailed feedback from clients regarding various aspects, including the effectiveness of report formats or the adequacy of meetings, compensates to some extent for the lack of physical proximity. Although remote work may hinder the depth of interpersonal connection, regular feedback cultivates closer alignment with key stakeholders and facilitates more informed decision-making processes.
Authenticity Wins
As cliché as it may sound, be yourself! While it is crucial to invest time in the aforementioned strategies such as building relationships based on business, aligning work methodologies, co-creating a narrative, and committing to real-time feedback, there is also merit in injecting an element of enjoyment. Follow the brand’s social media pages, experience the product. Develop your own personal connection to the business and share your expetience.
Embracing your genuine self fosters a sense of comfort, which in turn encourages others to feel at ease and more inclined to open up. This alignment between authenticity and comfort creates a conducive environment for meaningful and productive interactions.
The hybrid world unlocks unlimited ways to collaborate and partner with clients. But whether in person or virtual, the values of alignment, communication and authenticity set a foundation for great work to be accomplished.
