By Alison Huntington.
We recently ran some round table sessions in London with marketers from some of the world’s leading consulting firms, examining some of the more surprising results that emerge from our annual survey of consulting firms’ clients.
Every year we ask clients to rate firms’ quality and estimate the value added by their work. Puzzlingly, we’ve noticed that sometimes clients describe quality as poor, yet say the value added by the consulting firm was worth many times the fees paid for them. Eh? Surely value equals quality divided by price? Well, no, and lots of our research points to a highly complex relationship between the two.