client relationships

Your Client Relationship Is an Ethnographic Field

artwork by andres musta, faces drawn on name tags
by JOHN CURRAN, JC Associates John is teaching a new EPIC Course, Creating Impact with Projects & Clients: Leveraging Organizational Culture. Hope you enjoy this article and check out his course! —ed. Some years ago a renowned UK-based charity invited me to help them understand why their legacy donations had flat lined for two years. The conventional wisdom had been that charitable donations had decreased as a result of the financial crisis in 2008. But when a statistical analysis showed that donations to other, similar sized charities were in fact increasing, they realized the problem was not just macroeconomics. The charity wanted new insights to explain their stagnation. Organizations generally hire ethnographers to help them understand the world “out there,” and that was the brief my contract client produced. But delivering insights is not the same as creating value. I quickly discovered that for insights to matter, the scope of my project—from kick-off to signoff—would have to include the client’s organizational...

Engineering Ethnographic Encounters to Lead to Better Project Results

JOSHUA DRESNER Claro Partners Case Study—This case study highlights the value of taking clients through their own ethnographic encounters during a customer experience project. It demonstrates how taking key project stakeholders on fieldwork builds their empathy with their sales and service channels and end-customers, and creates a space for reflection and an imperative for action. The case study includes examples from ethnographic encounters and how they led clients to have a new understanding about the customer experience, and take action. It underlines the value of ethnography in business as not just uncovering insights, but as a process stakeholders should be involved in to lead to effective human-centered strategy and direction for a client organisation....