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HARTFORDBUSINESS.COM | JANUARY 22, 2024 25 EDITOR'S TAKE EXPERT'S CORNER 5 crucial steps to building long-lasting client relationships By Mia Walters O ne of the invaluable lessons learned during my 30-plus year career in the advertising agency world is the transformative power of feedback — both negative and positive — and its potential to improve professional rela- tionships and drive enduring loyalty. It is this feedback, and the willingness to seek it out, that builds trust and deepens authentic connections. It's true that the willingness to create opportunities for honest criticism can be daunting at times. What if I don't like what they have to say? Will I take it personally? How will I respond? But what we should be asking ourselves is: What is the risk of not knowing? Without the guidance of feedback, we risk complacency, and worse yet, potential loss. The best clients enter engage- ments with their partners knowing that this is a relationship that will take collaboration and meaningful communication. They provide honest feedback throughout the process. They let you know when the work meets their expectations, and when it doesn't. They share frustrations when the process is complicated, time-con- suming or potentially inefficient. And the best partners do the same. But when clients or organizations miss these opportunities out of fear of getting bad news — or simply out of laziness — the relationship suffers, and therefore, so does loyalty. So, how can you improve loyalty through feedback? Here are five proven strategies for measuring and enhancing client satisfaction. Know your client's expectations and goals Ensuring satisfaction must start with a clear understanding of your client's expectations and goals. Don't be afraid to ask what's most important to them as individuals, as well as the critical expectations of the business. Not only does this provide a roadmap for your work, but it also starts the relationship off on the right foot. Create a plan Having gained an understanding of how your client wishes to work and what they expect from your organiza- tion, commit to the plan and approach. Document the findings and commu- nicate them to the team that will be working with the client. It's important that all team members be on the same page and working with the same understanding. And most importantly, revisit this plan frequently. Is it being followed? Is it working? Have expectations changed? Ask for feedback throughout Request feedback not just on the work, but on the overall experience and the interactions. Surveys are a great opportunity to quickly measure satisfaction and identify issues, especially when triggered by a specific event like the completion of a phase or anniversary of the relationship. Engaging in direct outreach through a call or in-person meeting deepens the relationship and provides a more personal connection. Be open and respectful Sharing feedback can be just as challenging as receiving it. Remember to be open and allow your client to share honestly without fear of a negative response. Do not feel the need to defend or argue. Take in the information and feel comfortable probing to better understand. Create a sense of trust and authenticity that strengthens the bond and opens the door for a more collaborative relationship. Follow-up Being heard and acknowledged is validating, yet sharing feedback becomes meaningful only when it leads to tangible improvements. Your client's time is valuable. Be respectful of that. Make sure that you proactively address issues, communicate with others, and create mechanisms for following up. Mia Walters is the senior vice president of client experience and growth at Primacy, a digital experience agency with an office in Farmington. A rendering of a new riverfront boulevard in downtown Hartford envisioned by the Greater Hartford Mobility Study. Mia Walters Gov. Ned Lamont's first year in office provides a good case study. Lamont hit a roadblock in 2019 when he proposed adding electronic highway tolling on cars and trucks in order to generate much-needed revenue to maintain and upgrade the state's aging transportation infrastructure. Two separate tolling plans in 2019 and 2020 failed to garner support from the General Assembly, and helped sink the Democratic governor's early approval ratings to below 30%, according to a Sacred Heart University poll. Lamont argued, at the time, the state's key revenue sources that fund transportation investment, including the gasoline and sales taxes, didn't provide the reliable revenues the state needs. That still remains a longer-term issue, although Lamont in 2021 did persuade the legislature to approve a new highway mileage tax on most large commercial trucks. This is not meant to dismiss the hard work that went into preparing the Greater Hartford Mobility Study, which incorporated input from many stakeholders and was thorough in its analysis and recommendations. But until there is a realistic funding plan in place, it's hard to envision grand plans to reshape Hartford's inefficient highway system becoming reality. City Link East • This component proposes to mitigate highway conges- tion in downtown Hartford by relocating the I-84/I-91 interchange to the north meadows, and constructing a new bridge over the Connecticut River that would carry I-84 and Route 2 traffic to East Hartford. • This redesign would separate local and highway traffic and reclaim the historic Bulkeley Bridge for local traffic, including opportunities for dedicated high-ca- pacity transit facilities, separated bike lanes and improved sidewalks, the study said. • The project would also create improved riverfront access. Founders Gateway • This component proposes to consolidate the I-84/ Route 2 interchange ramps in East Hartford. It would result in fewer ramps at local streets and open signif- icant acres of land to potential development, the study said. • The Founders Bridge could be re-purposed under this component. River Gateway • This would connect Hartford's central business district with the Connecticut River by lowering and covering I-91 along the city's waterfront to hide the highway. It would also provide a platform for a multi-modal boule- vard that prioritizes walking, biking and transit trips as well as access to the Connecticut River, the study said. • In addition, a new bridge would connect the Sheldon/ Charter Oak neighborhood with a new, river-oriented, mid-rise neighborhood in East Hartford. The bridge would prioritize bus, bicycle and pedestrian travel, while accommodating automobile traffic, the study said.