Programming as a Tool for Total Customer Satisfaction Michael Perciali, AIA Michael Perciali, an arcbitect in CED, bas an architectural degree from Ion Mincu Architectural “Institute in Bucharest, studied for ‘three years at the University of Ilinois, and és working on bis master’s thesis at the Ilinots Institute of Technology. He is also a membor of the American Institute of Arebitects, and a professional registered architect in Ilinots and Wisconsin. Prior to Jjobiing Abbott in 1989, Michael worked as architectural field representative for the Sbaymann ‘and Salle architectural firm and was technical coordinator with the architectural firm of Loebl Scblossman & Hackl. This article is a result of Michael’s participation in CED's Total Customer Satisfaction seminar and an Architectural Programming seminar offered by the American Institute of Architects. Architectural programming is the process of planning to define the way built environment will be used by clients based on their needs and expectations. An architectural programmer, which can mean any architec in an engineering organization, listens to a client's goals and expectations, and translates their language into architectural engineering terms, and later, into construction terms, The programming itself should focus on the essence of human activity in a defined space and the design conveys this essence. Suecessful client communications are the basis for good architectural programming, and subsequently, a satisfying design and a satisfied customer Furthermore, whether our programming is 10 be used by ourselves or by outside firms, we need to build a foundation for a systematic approach ro it ‘There are three phases to programming —master planning, building schematics, and interior development. Master planning is where the entite project is planned. Building schematies includes the exterior, shell, and core planning of the building itself. Inerior development isthe interior design of the building Programming for Budgets Atall times, a program will have a budget attached and balancing the budget is an integral part of the programming effor. A good programmer keeps the project costs and completion on track with the customer's expectations 7 The feasible level of quality based on the construction cost belongs in che written portion of the program (Le., economic, moderate, or excellent). The engineering cost estimate (ECE) can be developed using unit cost per gross square foot of, if time permits, an element-system method of cost for building components (i.e., elevator, HVAC system, cic.) could be used, Regardless of the method, the cost escalation and contingency for unknown conditions must be added to the total, ensuring the estimate is realistic. A majority of dlients would want to keep the contingency low; however, # minimum 10 percent is recommended. It is not unusual for cost estimates to end up higher than the client budget. This results in past from improper management of client expectations. What do we do in such instances? First, we must be honest about the cost and then, together with the client, look at the following, options: 1. The client can increase the budget. 2. ‘The quality can be reduced to a minimum acceptable level, 3, The square-footage can be reduced. 4, Ifnone of the above work, initiate « problem solving, process to determine the best possible solution. For the programmer, there’s nothing worse than finding that all the bids are higher than the budget after the construction dacuments are complete. Redesigning is usually a sesult of no programming or poor programming, Ideally, the engineering cost estimate (ECE) or the order of magnitude cost estimates (OM), which are approximate cost estimates based on a partial design, should be presented to the client at the conclusion of the programming process along with a project statement, A project statement details everything to be completed in the ‘project, including these figures, and represents the end of the road toward fulfillment of the client mission. The project statement along with the ECE or the OMC are to be used by the design team to generate design development, working drawings, and complete a project on time and within budget. Programming Increases Customer Satisfaction To increase customer satisfaction, the programmer should act as a facilitator in coordinating all the various segments of the client's team and solving potentially conflicting situations. ‘The first ancl most challenging step to programming is identifying client goals. Often we receive a list of rooms from clients that they consider @ program. Sometimes the rooms are assigned sizes, umber of occupants, and other ‘special requirements. Although this stage of the project, scope definition is better than a simple list of rooms, itis only the beginning. The act of programming requires effective communication, which starts when the first goal is, stated, and continues until the final project script is approved by the client.Currently, architects and engineers use several methods to determine client goals and expectations. We call ‘meetings, we brainstorm in these meetings, and occasionally, we hold focus group meetings with cross- Functional teams, ‘The questions we ask the client must specifically address the phase of the project—master planning, building schematics, or interior development—for which ‘we are programming. Because design activity begins at the conclusion of every program, a programmer must address relevant information on human factors, physical Factors, ‘external factors, and most important, the project mission Glient’s long-term goals). Human factors involve human safety and interaction with the building. Physical factors include information that the programmer uses regarding natural elements, such as the site and elimate. Factors involving the availability of materials and labor, transportation, ete., are external factors. The Next Step ‘Once the client goals are established, they must be assessed. Many times the clients don't understand code limitations and regulations, Sometimes, clients have a hard time prioritizing and differentiating between needs and wants, However, at the end of the program, the client and all of the supporting groups involved should buy in to one solution ‘Organizing all the information and polishing the client checklist down to the essence of what is really needed by eliminating duplicated and unnecessary items is also part of programming. Usually, the information is grouped into the following, categories: * building's function or the purpose of the building * building's form, such as structural dimensions, shape, and scale of building + economics or cost ‘time to accomplish the complete design and construction of the building In addition, sometimes there are other categories, such ‘as emotions and constraints. Emotions are the pathological impacts of the building's space (privacy, ability to communicate, etc.), Building constraints are the limitations imposed on the construction by building codes and regulations. ‘The programmer should create both a written and graphic description of the program. Graphics are more easily understood by the client and they help us to demonstrate how changes to the program determine space changes, Both descriptions should include the gross areas (otal net areas plus ancillary spaces). One of the last questions designers must address is “Does my design meet the program. requirements?” One good way to verify this is through a peer review. A Shift in Time ‘At many companies, the function of architectural programming is performed by consulting firms. However, in the past two years, I have heard some convincing support for shifting the programming function from the ‘consulting firms to the in-house design group. Since programming is the first and the most important step foward a successful project and a satisfied customer, it makes sense to keep this function in-house. Why? In-house programmers can spend more time and possess more background knowledge than a consulting firm to interview users, management, and facility personnel to determine the best possible building program. ‘This idea isn't new, though. Almost a decade ago, Architectural Record magazine iavited a group of professionals to discuss the responsibility of programming and further explore the in-house concept of programming, ‘One conclusion of the focus group was that in-house programmers dil a better job of handling the complex communication lines inherent within the corporate environment. Also, in-house programmers have closer relationship with and understanding of long-range and ongoing business plans, ‘Whether the function of architectural programming is undertaken in-house or by a consulting firm, the extra effort invested during the beginning of a project will shorten the overall design time. And, as a result of good programming, we can ensure total customer satisfaction. 18