Make It Work: the #heweb13 edition

http://www.time.com/time/photoessays/10questions/0,30255,1821049,00.html
Make it work...
A
primer
on
the
client
services
approach
in
higher
ed
Tonya Oaks Smith#heweb13 #MPD1

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
So it started...
#heweb13 #MPD1
So
it
started…
Much
like
any
normal
old
day.
Puttering
around;
doing
my
work.
Getting
it
done.

When suddenly...
http://www.ﬂickr.com/photos/sazeod/131421682/#heweb13 #MPD1
When
suddenly,
the
unthinkable
happened.
Well,
not
really
unthinkable.
Too
often
thinkable
honestly.
Someone
came
to
me
with
an
urgent

project
that
needed
to
be
completed
yesterday.
Luckily
the
project
could
be
construed
as
vaguely
strategic.

Down to business...
http://www.ﬂickr.com/photos/83551695@N00/1454499110/#heweb13 #MPD1
So
I
stopped
what
I
was
doing
and
got
busy.
Frankly
it
was
a
small
project.
Teensy
weensy.
Updating
the
text
on
a
brochure
for
one
of
our
clinics

at
the
law
school.
I
already
had
it
in
my
Iiles.
Simple,
right?
Print
it
out,
mark
it
up,
make
changes
and
get
back
to
the
important
business
at

hand.

We
even
thought
of
ways
to
restructure
the
architecture
on
that
part
of
the
website
to
make
it
simpler
for
clients
in
the
clinic
-‐
many
of
whom

have
literacy
issues
-‐
to
use.

We
put
a
plan
in
place
that
would
satisfy
all
the
strategic
demands
of
this
clinic
–
bring
in
more
clients,
make
them
familiar
with
the
process
of

mediation,
help
them
prepare
for
the
process,
and
increase
their
satisfaction
with
us.

But the best-
laid plans...
#heweb13 #MPD1
How
ever
…

#OMGWTFBBQ
http://www.ﬂickr.com/laurel714/8439541937/#heweb13 #MPD1
Four
weeks
later…
Still
no
completed
printed
brochure.
No
web
updates
to
match.
No
brilliant
online
application
process
that
was
so
integral
to
the
plan
of

bringing
in
more
clients
for
our
students
to
work
with
in
mediation
clinic.

What had
happened
was...
#heweb13 #MPD1
What
had

happened?

Embarrassed much?
#heweb13 #MPD1 http://www.ﬂickr.com/photos/greencolander/7177515
What
had
happened
was…
I
failed
one
of
the
most
basic
tenets
of
being
a
solo
practitioner
in
higher
education
communications
–
set

expectations
early
and
then
make
sure
your
clients
live
up
to
them.

Well,
and
make
sure
you
live
up
to
expectations
as
well.
That’s
an
important
part
of
making
this
thing
called
client
services
work.

Make it work was birthed...
#heweb13 #MPD1
Also,
this
idea
about
work
was
born.
Out
a
sense
of
total
frustration
at
my
colleagues’
inability
to
understand
how
the
real
world
works.
You

see,
I
provide
a
nice
cushion
between
them
and
freelancers,
vendors,
etc.

There’s Life Beyond
the Four-Year University
Laughter and tears are
both responses to
frustration and exhaustion.
I myself prefer to laugh,
since there is less cleaning
up to do afterward.
- KurtVonnegut
#heweb13 #MPD1
They
have
no
idea
what
something
costs,
how
long
it
takes,
and
the
pain
that’s
involved
in
delivering
a
brochure,
a
website,
a
strategic
plan,
a

whatever.

Because
those
folks
have
never
had
to
face
the
consequences,
they
had
no
idea
what
their
inability
to
plan
ahead
was
doing
to
my
ofIice.

Mea culpa
http://www.ﬂickr.com/photos/franciscanuniversity/5833602194/#heweb13 #MPD1
In
essence,
it
was
my
fault.
In
sheltering
my
coworkers
from
information
that
was
essential
to
accomplishing
their
goals
–
and
keeping
me

sane
–
I
was
not
helping
them
make
an
informed
decision
and
behave
in
a
responsible
manner.

What makes it work today?
http://www.ﬂickr.com/photos/29364131@N07/4296197021/
#heweb13 #MPD1
So
what
makes
it
work
for
all
of
us
today?
That’s
one
thing
we’re
going
to
talk
about
today
-‐
some
lessons
from
my
life...
and
some
lessons
from

Project
Runway
plots.
I’ll
start
by
introducing
myself
and
Iinding
out
a
little
more
about
all
y’all.
Next,
we’ll
talk
about
the
differences
between
a

client
services
model
and
a
cost-‐back
model.
Then,
if
you’re
stuck
in
client
services,
we’ll
talk
about
how
to
make
the
road
smoother.

Frankly,
I
hope
y’all
have
some
suggestions,
cause
I
don’t
have
this
down
by
any
means.

@marleysmom by @radiofreegeorgy
@marleysmom
@bowenlaw
@higheredsolo
@higheredlive
@highedweb
@iabcarkansas
@youthhomeinc
#shoes
#positivity
#behuman
#heweb13 #MPD1
So
let’s
start.
I’m
Tonya
Oaks

Smith.

Who are you?
http://www.ﬂickr.com/photos/highedweb/2922852848/in/photostream#heweb13 #MPD1
Who
are
you?
Technical
or
marketing/communication?
Both?
Main
campus
or
specialty
school?
Community
colleges
or
special
schools?
More
to
the
point
of
this
presentation
–
does
anyone
have
a
chargeback
model
in
place?

And why are you here?
http://www.ﬂickr.com/photos/highedweb/5090342543/in/photostream#heweb13 #MPD1
Why
are
you
here?
What
do
you
hope
to
learn?

Well,
Iirst
off,
I’m
not
going
to
tell
you
that
I
think
the
chargeback
model
is
better
for
people
who
provide
services
to
other
parts
of
a
campus.

Although
I
do
think
that.

Where do you work?
http://www.ﬂickr.com/photos/howzey/5284908211/#heweb13 #MPD1
I
think
it
makes
people
appreciate
what
we
do
in
a
more
concrete
way.
Monetizing
something
tends
to
do
that.
It
makes
people
buckle
down

and
get
serious
about
how
they’re
using
your
time.
But
we
can’t
always
decide
what
form
our
workplaces
take.

So
this
presentation
is
designed
to
help
you
maintain
your
sanity
while
working
in
an
environment
based
on
the
client
services
model.
It’s
ok
to

be
in
that
space,
and
you
can
survive
it.
But
we
have
to
work
with
our
internal
clients
in
order
to
use
your
and
their
time
more
wisely.

Is this making
sense to you?
- Professor Julien Mirivel
#heweb13 #MPD1
Make

sense?

Client services means...
http://www.ﬂickr.com/photos/swiftconsult/3903355617/#heweb13 #MPD1
First
off,
let’s
Iigure
out
the
difference
between
client
services
and
chargeback
models.

For
our
purposes
today,
we’re
going
to
say
client
services
equals
doing
things
for
an
internal
customer.
For
instance,
when
we
write
copy
for
a

website
for
the
dean
but
don’t
get
paid
for
it.
Or
when
we
use
a
staff
photographer
to
cover
an
event.
You
provide
a
service
to
a
client,
but
that

service
is
covered
in
your
salary.

#OMGWTFBBQ redux
http://diane-mckay.livejournal.com/54670.html#heweb13 #MPD1
I
call
this
the
space
where
“other
duties
as
assigned”,
you
know,
that
nebulous
section
in
your
job
description,
where
everything
goes
awry.

Chargeback means...
#heweb13 #MPD1
Then…
there’s
the
chargeback
model.
The
place
where
the
dollar
rules.
The
place
where
you
can
say,
“If
you
want
this,
you
have
to
give
me

more
money.”
It’s
my
happy
imaginary
place,
and
it’s
Iilled
with
unicorns
and
rainbows.
How
many
of
you
actually
live
in
this
happy,
cheerful

place
where
you
can
say,
“that’ll
cost
more”?

I didn’t think so
Yeah,
me

neither.

Call me... maybe?
http://www.ﬂickr.com/photos/arabarra/5171735748/#heweb13 #MPD1
So
how
do
we
make
working
within
this
paradigm
more
palatable?

I
believe
that
improving
our
communication
with
our
clients
can
help
out
tremendously.
We
work
for
educational
organizations,
but
we’re
so

obsessed
with
completing
tasks
and
planning,
and
complaining
about
how
others
don’t
appreciate
our
work,
that
we
don’t
take
time
to
explain
to

our
clients
why
their
behavior
doesn’t
help
us
help
them
accomplish
their
goals.

Good client?
http://www.ﬂickr.com/photos/hello_kosmos/3057629808/#heweb13 #MPD1
You
see,
when
we
follow
the
client-‐services
model
of
providing
consultation
and
products,
the
immediate
costs
of
not
following
best
practices

are
not
apparent.
Our
work
doesn’t
cost,
so
we
have
no
carrot
or
stick
to
inIluence
the
behavior
of
the
individuals
we
help.

Shari Erwin,Aaron Rester, and Tonya Oaks Smith#heweb13 #MPD1
So
what
can
this
popular,
admittedly
at
times
vapid,
reality
show
teach
us?
It
taught
me
a
problem
solving
technique
-‐
that’s
what.

In the beginning...
http://www.impawards.com/tv/posters/project_runway_xlg.jpg#heweb13 #MPD1
In
the
beginning,
Heidi
and
Tim
come
in
and
give
the
competitors
a
job.
An
assignment.
A
task.

Very
much
like
our
clients
do.

The
contestants
aren’t
getting
paid.
They
don’t
have
a
well-‐designed
frame
work
to
follow,
and
they
could
be
lost
at
sea
if
they
didn’t
have
a

plan
in
mind.

Examine
the problem
#heweb13 #MPD1
They
look
at
the
problem
and
Iind
its
constraints.
Is
there
a
budgetary
or
fabric
restriction?
For
us,
are
we
working
with
folks
who
are
semi-‐
literate
or
with
a
limited
amount
of
time?

Assess
the assets
#heweb13 #MPD1
You
have
no
idea
how
difIicult
this
slide
was
to
type
out.
Without
cursing.

The
contestants
on
Project
Runway
look
at
all
the
assets
they
have
available.
That
can
go
beyond
their
fabrics
and
patterns
and
thread.
Assets

encompass
all
those
things
we
have
within
us
-‐
knowledge
of
best
practices,
patience,
communication
skills,
and
more.
Frequently,
they’re

what
we
call
soft
skills,
but
they
certainly
make
it
easier
to
manage
a
client
services
environment.

Put a plan
into play
#heweb13 #MPD1
The
designers
put
a
plan
into
place,
and
then
they
work
on
executing
it.
With
one
caveat
-‐
they
listen
to
their
stakeholders
-‐
their
clients
-‐
to

Heidi
and
Tim
-‐
when
the
mentors
come
in
with
good
suggestions.

Work it
#heweb13 #MPD1
Finally,
these
designers
hustle.
They
work
it
-‐
they
Iinish
the
job
and
then
they
defend
their
designs.

Sometimes
we
have
to
do
that
with
our
clients
-‐
we
have
to
sell
what
we
have
come
up
with.
I
can
tell
you
more
times
than
one
that
I’ve
had
to

sell
the
idea
of
making
our
sites
and
content
more
accessible
for
users.
Sad,
but
true.

Stay sane... and sanitary
#heweb13 #MPD1 http://www.ﬂickr.com/photos/bibbit/3240203131/
Let’s
talk
about
a
few
things
that
I’ve
found
–
when
I
take
time
to
implement
them
–
help
me
maintain
my
sanity
and
still
deliver
what
my

clients
need.
These
best
practices
just
happen
to
be
employed
with
every
single
external
vendor
or
consultant
I
use.
What
can
we
learn
from
these

professionals
and
apply
to
our
own
work?

Deﬁne your process...
#heweb13 #MPD1
DeIine
a
process.

But
deIining
a
process
–
and
more
importantly
sharing
that
process
with
your
stakeholders
–
can
help
smooth
the
busy
days
somewhat.
It
also

makes
sense
for
many
of
us
because
we
don’t
have
the
ability
with
our
stakeholders
to
monetize
our
work.
First,
it’s
important,
for
our
deans
and
directors
and
bosses
to
understand
that
our
time
equals
money.
Even
if
it
doesn’t
have
a
line
item.
Every

time
they
miss
a
deadline,
ignore
a
deadline
or
last-‐call
for
revisions,
or
notify
us
of
an
event
at
the
last
minute
-‐
that
takes
us
away
from
more

strategic
initiatives.
It’s
hard
enough
to
be
strategic,
but
our
clients’
ignorance
of
proper
process
makes
it
darn
near
impossible.

Processes work...
It’s
so,
so
easy
to
say
that
adhering
to
a
process
is
hard,
takes
too
much
energy,
takes
too
much
time.
But
what
happens
when
we
really
do
use

a
process
to
determine
our
actions?
I
was
really
against
deIining
a
process
for
my
internal
stakeholders
for
quite
a
while.
I
may
be
the
anti-‐process
person.
I
believe
life
and
work

are
organic.
That
we
should
live
in
the
moment,
and
embrace
those
things
that
just
pop
up.

Process
seems
so
formal.
But
that
incident
in
my
“ice
breaker”?
That
was
really
real.
A
simple
printed
brochure
plus
updated
website
-‐
and

four
rounds
of
revisions
that
took
over
a
month
to
Iinish
–
not
to
mention
enormous
amounts
of
time
in
and
out
of
the
ofIice
as
well
as
terrible

frustration
-‐
changed
my
mind.

We’re in the education business
I
realized
that
if
I
educated
my
stakeholders
–
my
clients
–
about
how
a
process
works
with
external
services
folks,
then
I
could
expect
them
to

be
responsible
adults
about
dealing
with
me.
My
work
becomes
more
valuable
and
quantiIiable
if
they
know
why
I
make
the
decisions
I
make

about
everything
from
font
size
on
a
site
to
why
sending
an
email
to
students
in
all
caps
(so
they
pay
attention
to
it)
is
not
a
smart
idea.

Practice makes perfect...
http://www.ﬂickr.com/photos/yunphotos/4973125140/#heweb13 #MPD1
To
start,
you
have
to
determine
what
is
the
best
practice
in
your
area
of
the
business.
Meaning,
when
you
work
with
graphic
designers,
what

does
their
contract
say?
When
you
work
with
a
developer,
at
what
point
do
you
determine
that
a
site
is
mistake-‐free?
Do
you
get
two
rounds

of
revisions?
When
do
you
start
paying
extra
for
their
services
on
a
regular
job?
Model
your
process
after
what
would
be
expected
“in
the
real

world.”

Oh, behave...
http://www.ﬂickr.com/photos/louisabate/4237541615/#heweb13 #MPD1
However,
this
can
bite
you
in
the
butt.
It
also
calls
for
you
to
behave
in
the
same
way
as
someone
who
charges
real
money.
You
must
deliver
on-‐
time
and
within
the
parameters
of
the
client’s
request.
You
have
to
prioritize
those
who’ve
“contracted”
with
you
to
complete
a
job.
You
have
to

make
enhancements
in
a
timely
fashion;
you
have
to
respond
when
a
client
behaves
appropriately.

Put on
your big girl
panties
and get to work
#heweb13 #MPD1
in
short,
there’s
no
room
for
passive
aggressive
behavior
or
pushing
a
job
aside
because
you
have
another
urgent
need.
If
you
have
a
truly

“urgent
need”
that
takes
precedence
over
your
“contracted
job,”
then
guess
what?
You
might
do
exactly
what
a
freelancer
does

#hustle
S/O @joelgoodman#heweb13 #MPD1
Hustle
to
get
all
the
jobs
done.
It’s
the
way
many
of
us
work
right
now.

Educate your stakeholders...
http://www.papermag.com/2012/05/the_real_world_20th_anniversar.php#heweb13 #MPD1
Next,
we
have
to
educate
our
shareholders
on
what
happens
in
the
real
world.
For
some,
that
means
talking
to
a
person
outside
who
would

do
the
same
job
as
you
–
only
in
a
charge-‐back
model
situation.
For
others,
that
means
taking
a
job
that
got
out
of
hand
and
showing
your

stakeholders
what
it
would
have
cost
if
there
was
no
you.

#fail
http://www.ﬂickr.com/photos/wootness/6919873602/#heweb13 #MPD1
Tell
your
clients
what
happens
with
a
graphic
designer
if
you
don’t
get
all
changes
in
at
one
round
–
that
you
pay
for
them
one-‐by-‐one
–
they’d

be
smarter
consumers
of
my
services.
You
simply
don’t
take
a
sip
of
water
from
the
tap
when
you
have
to
pay
per
visit.
And
you
don’t
eke
out

your
corrections
when
you
have
to
pay
each
time
you
think
a
synonym
should
be
used.
Show
them
the
money
trail
and
remind
them
how

expensive
their
crap
could
get
if
you
weren’t
there
in
a
client
services
type
role.

http://www.ﬂickr.com/photos/gloriapalaceth/6840735638/#heweb13 #MPD1
If given a chance
In
other
words,
people
in
a
client
services
situation
will
tend
to
treat
your
work
like
you’re
a
buffet.
Cheap
food;
they’re
gluttons.
They’re

wasteful.
They’ll
eat
until
they
need
a
wafer-‐thin
mint.
They
don’t
appreciate
what
you’re
offering
cause
you
come
without
an
accurate
price

tag
attached.

Treat yourself
http://www.ﬂickr.com/photos/ﬁrenzeboboli/5925664770/#heweb13 #MPD1
Make
sure
they
understand
what
that
price
tag
is.
Be
an
a
la
carte
menu.
Don’t
be
a
buffet.

Enforce the process...
http://www.ﬂickr.com/photos/8skeinsofdanger/3189568678/#heweb13 #MPD1
All
this
education
and
process
development
can’t
work,
however,
if
you’re
not
willing
to
enforce
the
process.
This
is
the
hardest
part.
It’s

easy
to
enforce
a
system
when
you
don’t
have
to
see
a
person
everyday.
That’s
why
folks
who
are
external
to
that
system
are
so
adept
at
it.

Remain cool headed...
http://www.ﬂickr.com/photos/moanacestari/6717639805/
#heweb13 #MPD1
Key
addendum
to
that
last
point?
Don’t
get
emotional
(I
need
to
take
this
advice
myself
sometimes.)
and
don’t
get
angry.
Remind
your
stakeholders

that
if
they
abuse
your
process,
their
project
will
go
to
the
end
of
the
line.
Period.

Wrapping it up
#heweb13 #MPD1
So, to wrap it up...

You can’t
always get
what you want.
#heweb13 #MPD1
How
do
we
get
the
behavior
we

want?

But what do
you need?
#heweb13 #MPD1
How
do
you
get
what
you

need?

Value your
own work.
S/O @unmarketing#heweb13 #MPD1
Value
your
own
work.
And this is how you do that.

Define the
process.
#heweb13 #MPD1
You
deIine
the
process.

Educate your
stakeholders.
#heweb13 #MPD1
You
educate
your

stakeholders.

Enforce
the process.
#heweb13 #MPD1
You
enforce
the

process.

You be a human.
#communicate
S/O @plautmaayan#heweb13 #MPD1
In
short,
you
be
a
human.
And
you
demand
that
your
stakeholders
act
human
and
treat
you
with
respect.
It’s
not
too
much
to
ask.

Get with me...
Tonya Oaks Smith
tosmith@ualr.edu
@marleysmom
501.324.9896
Through theThou, a person becomes I.

Make It Work: the #heweb13 edition

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