A technically successful AV system doesn’t always mean a successful project.
A system can be properly designed, programmed and installed and still fall short of a successful outcome. Expectations may not have been managed, information may have been lost between teams or the customer may have lost confidence along the way.
The impact can show up in rework and lost margin, but it can go much further.
How an integrator communicates, responds to challenges and supports the customer can influence the trust that leads to ongoing service, future projects and a long-term relationship.
Commercial AV puts a lot of focus on technical skills and keeping up with ever-changing technology and those things matter.
But some of the biggest gaps hurting AV projects are operational, not technical.
Communication is Part of the AV Project
Sales, estimating, engineering, project management, programming, installation, commissioning and service may all touch the same project. Every time information moves between teams, there is an opportunity for something to get missed or interpreted differently.
A system can be technically excellent and still leave the customer with a poor experience if expectations aren’t clear, changes aren’t communicated or problems are raised too late.
Those gaps can also lead to additional labor, rework and lost margin.
Good communication doesn’t mean adding more meetings or emails. It means getting the right information to the right people at the right time. Teams also need to be comfortable raising concerns early. Problems rarely get easier to solve with time.
Collaboration Still Needs Accountability
Collaboration is a big part of AV integration. Projects require people with very different skill sets to work together, and that is one of the strengths of the industry.
But collaboration can also create unclear accountability.
A group can have a great working session, agree on what needs to happen next and still leave without anyone knowing who is responsible for doing it.
Every important action needs one owner. That doesn’t mean adding unnecessary process.
Sometimes it is as simple as being clear about who is doing what and when it needs to happen, especially when work moves between departments.
Accountability isn’t about finding someone to blame when something goes wrong. It is about making ownership clear before it does.
Listen to the People Doing the Work
Technicians see things onsite that aren’t always obvious on a drawing. Programmers see during commissioning where a workflow or design may be more complicated than expected. Service teams hear directly from customers after everyone else has moved on.
If something discovered in the field could improve the next design, estimate or installation, it shouldn’t end with the project. What programming and service teams learn should also make its way back to the people designing and selling the next systems.
Otherwise, an organization can end up learning and paying for the same lesson more than once. The goal is a feedback loop where one project helps make the next one better.
Don’t Overcomplicate the Solution
Technical ability can sometimes lead to unnecessary complexity. Just because something can be made more complex doesn’t mean it should be.
The best system isn’t necessarily the one with the most equipment or features. It is the one that solves the customer’s problem, is easy to use and can realistically be supported throughout its life. The same applies to internal processes.
Always Build Trust for the AV Project
No AV project goes exactly according to plan. Equipment gets delayed, site conditions change and programming challenges come up.
How those situations are handled can have a bigger impact on the customer relationship than when everything is going well.
Waiting until every answer is available before telling a customer there is a problem can create more uncertainty. Sometimes the better approach is being transparent about what is known, what is being done and when the customer can expect another update.
Customers don’t expect everything to be perfect. They do expect honesty, ownership and follow through.
How an integrator handles those moments can influence the relationship long after the immediate issue is resolved.
The Customer Experience Doesn’t End at Commissioning
For the project team, commissioning and closeout can feel like the finish line. For the customer, it really isn’t.
This is when they start living with the system. Training, documentation and support become part of the experience. That makes the handoff from commissioning to service an important part of project delivery.
Open issues, as-built documentation, programming files, system credentials and customer expectations need to move with the project. Service shouldn’t have to rediscover a system the company just delivered.
Done well, that transition can lead to ongoing support, managed services, lifecycle planning, upgrades and future projects.
Delivering a working system is important. Building enough trust that the customer wants to call again for the next project is even more valuable.
Leadership isn’t a Job Title
Technical development will always be important in commercial AV. But some of the biggest opportunities to improve project outcomes are in how information moves, how clearly people take ownership and how customers are supported after commissioning.
The AV industry has become very good at developing technical expertise. That should never change. But delivering a working system is only one measure of success.
Project success should also mean protecting the business, strengthening the customer relationship and building enough trust that when the next opportunity comes along, you’re the first call they make.
Matthew Taylor is vice president, operations at Capello AV Systems.
