As we’re finishing up the semester at Columbia College, it’s time for students to submit their teachers’ evaluations. I regret that when I attended university, I rarely completed those evaluations. Now, as an adjunct professor, my student’s go through two evaluations: the online lickert scale version, and the Scarlett essay version.
The Scarlett essay version is my favorite:
1. Cite (at least) one thing going well.
2. Cite (at least) one thing that could be improved upon for next semester, along with solutions/suggestions.
Before they begin their essays, I ask that they reflect back on the very best learning environment that they ever experienced (regardless of age or scenario). Using that learning environment as the top ‘bar’ for relative comparison, they write essays around my teaching style; learning environment/class dynamics; activities/exercises; grading criteria; workload; etc.
Why is this important to share with the AEC community? One thing I’ve noticed over the years: AEC firms tend to shy away from in-depth, candid client evaluations. {Mind you, some firms do hire Scarlett Consulting to conduct client perception surveys as well as primary market research surveys. So not all firms shy away from it.}
But, that said, the AEC firms—both those I have worked for, as well as those I have consulted to—do not regularly conduct these deeper (more journalistic in nature) evaluations. Is it possible that the firms do not want to hear the truth? Are they afraid of what they will discover if the client responses are completely candid and descriptive (far beyond a mere scale of 1 to 5)?
As we enter 2010, why not set a precedent with your entire firm? Ask them to contemplate upon when their own performance was evaluated. Maybe most recently they will recall the review that your firm delivers annually. (I hope!)
Have them reflect back on that moment during the review. Were there situations they felt were misunderstood? Things they wished they had done differently? Elements of pride that they wanted to highlight for full acknowledgment?
Next, have them consider how they are working with their clients currently. Are they delivering on their promises? Reaching out to the client on a regular basis with project updates? Asking for feedback every step of the way? Confirming the client’s desires are being met? Performing at top-level—while raising red flags before an issue escalates, and admitting and fixing mistakes as they occur? Are they returning all phone calls and emails within a 24 hour period? (I admit I fall short in that regard occasionally.)
Finally, ask them to imagine that they are reading a transcript from the client perception survey that was conducted post, or during, the project. Are they excited to read the feedback? Do they feel they did the very best they could? Does the feedback give the impression that more business (or at at least a referral) will follow?
Doing this exercise (perhaps over a brown bag lunch conversation) may be that extra bit of motivation for your staff to remember: how they perform and communicate during a project will ‘stick around’ long after the project is complete.
