Big consulting firms fail to “Transform”

A recent report suggested that the majority of clients of the big three strategy consulting firms are unhappy with the performance of the large consulting firms. An article in The Times said this.

“Senior executives who hired the big three strategic consulting firms McKinsey, Boston Consulting Group and Bain often say they are no help, according to a study commissioned by a rival firm.

A survey of 702 executive staff and project managers found that of those who worked with the three biggest consultancies in corporate transformation projects, 84 per cent felt they “were no help at all”.”

The survey was sponsored by digital consultancy Emergn. I’ve never heard of them but they are something of a (much smaller) competitor to the big firms so we might ask about their independence here. But I suspect there will be some nodding heads amongst those reading this with experience of working on “transformation” programmes with any of the big consulting firms.

There is something of a crisis in the industry too, with the number of people employed in Britain’s consulting industry falling last year for the first time since the Covid year of 2020, according to a report by the Management Consultancies Association. Overall headcount dropped by 3 per cent to about 50,000.  This year McKinsey has apparently offered to pay some UK staff to leave the firm following a round of 1,400 job cuts in 2023.

In terms of the firms’ capability and performance, I remember a research firm I spoke to in my Spend Matters days whose business was based on collecting detailed data from staff in client firms via surveys in order to assess consulting firm performance. They were hesitant about telling me too much, but there were findings that I thought were very interesting. Basically, they did not find that the “top” strategy firms such as McKinsey were overall any “better” than the Deloitte / KPMG tier of firms or indeed the more specialist firms. But what was even more startling was the difference in performance within the large firms.

In other words, there were some practices or specialisms in McKinsey, or KPMG etc, that were excellent and got strongly positive feedback from clients. But there were others that were much, much worse. That’s perhaps not surprising when you think carefully. Within a firm, there will be some areas where the firm has developed very strong, market leading IP and knowledge – others where it has not. And perhaps even more importantly, some practices or groups will be led by a partner who is personally inspirational, a great manager, attracts the brightest young consultants and is good to work with for clients.

But on the other side of the office, there may be a partner seeing out their time before retirement, not really interested in new thinking, and known as not a good boss internally. Yet of course when you ask for a proposal from the firm, none of that variation will necessarily come through!

That also supports something I’ve always recommended. For most pieces of consulting work, I would strongly suggest you at least consider a specialist firm rather than just asking generalists to bid.  If you include a pure procurement, or customer service, or retail acquisition specialist, someone truly expert in your requirement area, then you know that they are strong where you want support.  By all means ask McKinsey or KPMG to bid as well, but it is sometimes harder to know if they are real experts in the field, or that their staff are genuinely expert – and great to work with.

So I would always look to throw a specialist firm or two into the mix. And the importance of really understanding what you are looking for in your consultant was something Fiona Czerniawska and I emphasised strongly in our 2010 book, Buying Professional Services. Sadly, it is not readily available today – perhaps we need to do a new edition!