This report provides an
in-depth analysis of the consulting role which I carried out during the
marketing challenge and it critically evaluates my performance in a consulting
team and client engagement.
Consultancy is a
practise of providing professional advice to the organisation that requires
specialist expertise or an outside perspective on their business
Consultant is an
advisory contracted for a period of time by the client organisation to identify
the problem, analyse it and provide recommendations. There are 9 roles
identified by Champion, Kiel and McLendon as consultant roles (Champion, Kiel
and McLendon, 1990).
When I reflect on the
roles that I performed during the project, I found that I adhered to more than
one role. At the commencement of the project, I was a reflective observer, where I let the client address us by telling
all the challenges faced by them. At later stages, I played the role of the teacher where I presented them with
some solutions in order to know whether they have worked on those areas in the
past or not. In the end, I played a role of Hands-on-expert where I presented solutions after conducting
interviews with the staff of Westfield Health and amongst the millennials. This
market research helped us in identifying the real problem faced by Westfield
which they were unaware of.
The Myers-Briggs Type
Indicator (MBTI) identified me as ‘a
catalyst’. According to the report Catalysts are characterised as
enthusiastic change agents. The Catalyst profile comprises of 4-letter code
ENTP (Type Dynamics Indicator, 2017).
personality trait that gains energy from people and surroundings. This outgoing
and social trait of mine helped me in conducting various interviews for the
primary research. These interviews were of unknown subjects at random places
such as student library, marketplace, grocery store, cafes, etc.
report outlines a slight preference towards intuition as my second personality
trait. A slight preference in one trait indicates that subconsciously I have
the ability to shift from intuition to another style of paying attention which
is sensing as and when required. This helped me with my secondary research to
outline the market share of Westfield and in analysing the competitive edge of
the other market players.
trait indicates that I use logic, facts and think thoroughly before making
decisions. This trait helped me analysing the key findings of the primary and
secondary research and to draw conclusion from it. This helped me in creating the
millennial profile and calculating the market size and the potential income
from the target audience.
characteristic indicates more flexible and adaptable approach towards the
future. This helped me in providing recommendations that are adaptable to the
changing times of digitalisation.
are pioneers and promoters of change who look for new ideas and innovation to
promote growth. Creation of a new mobile app and altering the product to make
it attractive to the millennials was the two recommendations provided by me.
outlined above, Consultant roles identified me as Reflective Observer àTeacher
expert which are in accordance to MBTI personality roles. My MBTI personality
roles enhanced by skills of a hands-on-expert consultant, as my extraverted
attitude directed me to be action-oriented.
I followed a seven C’s
consultancy framework to approach the client’s brief and to deliver valuable
results (Cope, 2010). ‘Value through sustainable change’ is the foundation of
this framework which formulates that a clear understanding of the issue should
be established between the consultant and the client and a value should to be
created that lasts for a sustainable duration.
The client brief was
presented to FABLE consultancy and a business pitch was delivered where I met
the client for the first time and client-engagement started. The client was
from the marketing department of the Westfield Health. They had few questions
about the business pitch which were addressed at that moment and they accepted
our services as a consultant to help them solve their issues. After thorough
analysis of the brief, it was encountered that the problem can be divided into
two parts, product and branding. I went back to the client to get clarity if
this brief can be broken down into two parts in order to analyse them
separately or not. The client refused the proposal of dividing the brief in two
parts and thus clarity on the requirements was established accomplished.
The first meeting with
the client was a platform for me to create customer relationship and to
understand the problem in depth. The right types of questions were asked to
understand the underlying problem of the brief. The outcome of the meeting
brought forward the finding that proper market research isn’t carried out.
loop was maintained between client and us via e-mail and that feedback was
integrated in my work.
Before finalising my
solutions, it was required to explore about the previous work history of
Westfield towards attracting millennials along with their shortcomings. Therefore,
a final meeting was organised with the client. Until this meeting we have been interacting
with the marketing team. The presence of sales team for this final meeting
helped me understand their approach to draw new customers towards them. This
meeting resulted in a brainstorming session of 2 hours to understand in-depth
working of the sales and marketing team and the measures adopted by them to
recommendation delivered was to empower Westfield Health digitally. Digital
solutions such as an interactive online presence through social media, a user
friendly mobile app portraying the entire user journey were proposed. These
solutions aim at solving their current problem of attracting millennials. They
also promote a way for them to have a sustainable growth in the future.
The Seven stages of the framework is an ongoing
consultancy process that takes place in each and every interaction with the
client and continues till the solution has been presented and implemented.
Illustrated below are the seven recurring steps of consultancy lifecycle in
congruence with the journey followed by me as a consultant during the
1. Client – The
consulting lifecycle begins and ends with client. It is imperative to form a
client-consultant relationship and to understand the problem as well as the
client. This process began when we met the client as FABLE consultancy during
the business pitch while addressing Q. The relationship was strengthened
during the first meeting with client in their office.
and structuring the problem so as to have a clear understanding of what is
required by the client. The problem specified by Westfield was structured to
make it more manageable and to create main objectives that needs to be
addressed. As mentioned above, clarifications were taken at the start of the
project and also a communication channel was established with the client to
seek clarifications during the process.
3. Create – To
present a sustainable solution which the clients can use for long-term future
growth, solutions such as digital innovation and modifying the product to
attract millennials were created.
4. Change – As
the final step of this project was to deliver recommendations, I couldn’t
experience the application of the change but during the final presentation, the
client was impressed by the solutions presented to them and they wanted to
incorporate digital solutions with immediate effect.
the various digital solutions provided to the client, creation of animated
video to attract the audience and help the customers understand the process,
was also presented. I recently discovered that my idea was implemented by the
Westfield Health and now their website consists of animated video describing
the entire claim process.
6. Continue – The
problem arises when consultants have provided the solution but the solutions
are not implemented by the client and the issues still prevails. Therefore, it
is expected that the solution provided by the consultant should be embedded
deep into the system. Westfield health has started working on the
recommendations provided by me, if needed this consultant-client relationship
can be further extended with Westfield Health.
7. Close –
Ending the client engagement is equally important as the client should feel
that his view on the outcome is important for the consultant.
The Belbin report
identified me as a complete finisher and Shaper (Belbin team role report, 2018).
The key strengths of my personality are that I have an eye for detail and I am
able to undertake careful and sustained work. During the consultancy I
recognised that I was playing a role of a plant. I provided out-of-box ideas
and solutions to the client. I thrive on interacting with people and
confrontations and this was portrayed in my entire journey as a consultant as
well. The approach that I followed as a consultant was in accordance to the
personality traits outlined in the reports.