IBM GBS Brand Perceptions 2017
Brand Perception Summary 2017
By Alison Huntington.
Youngme Moon’s book, Different: Escaping the Competitive Herd, came to mind when writing up our most recent research into clients’ perceptions of leading consulting firms in the US. In it, Moon makes the case that in trying to differentiate in so many ways—adding product here, bolting on something else there—companies have actually ended up doing the opposite. Instead of coming up with something truly different, they follow what others have done, and ultimately, end up looking more and more like the rest of the competition.
I think we’re seeing something similar in the US consulting market. Every year, we ask senior end-users of consulting to tell us about three firms that they either work with or know by reputation, asking them to rate firms for the quality of their work. What’s striking this year is just how little perceptions vary from firm to firm.
Blog | 6th June 2017 | Read more
How teaching a six-year old to play the violin can stop IBM Global Business Services becoming the world’s first phantom firm
By Edward Haigh.
A few years ago I attended an analyst summit organised by IBM Global Business Services in Madrid. For anyone who hasn’t had the chance to attend an analyst summit, they’re basically designed to allow a consulting firm to show off its capabilities in order to make sure that analysts understand what it does and are minded to say nice things about it to clients.
IBM’s analyst day was, typically, a beautifully organised event at which analysts were treated like royalty and swept from room to room to meet leaders and luminaries, before being served an extremely agreeable dinner in the sophisticated surroundings of an elegant hotel.
Blog | 21st February 2017 | Read more
By Fiona Czerniawska
We’ve done a lot of research into how clients think about the value consultants add. The best way is one of the simplest: to ask someone whether a firm has added value over and above the fees they charged. It’s a question a client can instinctively relate to and, by adding some supplementary questions about value as a multiple of fees charged, we can also gauge the extent to which this perceived value has been marginal or genuinely game-changing.
Blog | 1st February 2017 | Read more