Susan Saurage-Altenloh, Saurage Research
Susan Saurage-Altenloh is a marketing research strategist and president of Saurage Research, a completely virtual company she runs from her home office in Houston. Susan’s firm has 5 full-time employees, all of whom work from remote offices. She staffs her project with people from a network of market researchers with specialized skills in the industries her firm covers: advertising, healthcare, B2B, and energy. “Everyone is virtual today….but it works… you can get a better mix of talent and the client expects it. I dip into our network of 18 people with specific talents on whom I can rely – qual, quant, Web evaluation, segmentation strategist – and people who have these skills plus know my industries. I want to draw on the right people when I need them, but I do not need them 40 hours a week.”
BEING VIRTUAL IS NEVER AN ISSUE WITH CLIENTS
Saurage Research has been virtual for seven of its 22 year history. She’s lost only one opportunity because the customer – a chain of 54 Mexican restaurants – was uncomfortable hiring a firm with no physical office. Clients almost never ask whether the people she brings in are permanent employees. She builds credibility for her virtual team by highlighting their relevant expertise, how long they have known each other, and the projects on which they’ve worked together. However, in most cases, clients never ask.
Many projects involve her firm, the client, and an ad agency. Susan puts as much energy into developing a good working relationship with the ad agency as she does with the client. At the beginning of a project she will call the agency to discuss their expectations and needs. “I extend communication with them above the norm…. the agency will be there every day for the client. We are needed sporadically. We do not want to change their loving relationship with the client.” This pays off, as many agencies she works with later become clients or key referral sources.
SIMPLE AND FREE TECHNOLOGY HELPS HER TEAMS STAY ORGANIZED
Susan makes sure to include both parties on status updates. She relies on e-mail, the phone, and WebEx to keep things coordinated. “Simple is better.” Susan uses “Tom’s Planner” (http://tomsplanner.com/), a free scheduling tool, to synchronize her firm’s work with client and agency projects. Over time, her clients’ expectations have moved toward virtual collaboration, so most interaction occurs remotely. “When we present results, I fly in and out so I can present them in person. Otherwise, there is little need to meet in person…. I have held WebEx meetings with clients who are five miles away from my office and they are fine with it.”
THE CAMARADERIE IS WONDERFUL
Another wonderful benefit of being part of a virtual network is the security of having great backup people in an emergency or when you are on vacation. She also cherishes the camaraderie: “It’s wonderful to have human beings to talk with and share ideas… I do a lot of online work and it gets lonely! QRCA has been wonderful in helping me collaborate with great people.”
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