The Big Four use online collaboration tools both internally and
externally to the organisation. While external usage aims to foster closer and
more efficient working relationships with clients, internally the use of these
tools is a way to nurture improved knowledge management practices,
collaborative decision-making and employee retention.
The client-consultant relationship: what is the problem?
A typical practical challenge facing Big Four consulting teams is how to assimilate and analyse large volumes of data in a short amount of time, and from there generate the value-adding insights that the client is paying for. Even if the consultant’s initial data request is well conceived, the absence of a dedicated collaboration platform can leave both consultants and clients reliant on a host of manual formats to transfer information (i.e. memory stick, CD, or hard copy printouts).
Similarly, despite their growing personal usage, public cloud-based document-sharing solutions such as DropBox are generally not
considered appropriate for use in professional circles. Particularly during an
intense engagement, the potential for data loss is high across all of these
formats. In some cases, the efforts and risks involved in information sharing due
to the absence of a collaboration platform can lead to a less productive client-consultant
relationship, and sub-optimal project outcomes.
How collaboration helps
Problems of efficiency and security can be overcome through the use of
an online collaboration platform, such as those supported by Windows and IBM.
User access is controlled by a nominated project administrator, who can grant
different levels of permission across engagement teams. Information siloes are
overcome because both the client and consultant teams have access to the same
single platform, and have complete visibility of the information that has been
provided. Consultants are more able to work across multiple locations because
they have real-time, secure access to the required information.
More advanced collaborative platforms in use across the Big Four move
beyond a pure information management function and, through live discussion forums
for example, can be used to enable real-time feedback-sharing between the
consultant and client. This can be especially valuable when working in large,
possibly geographically dispersed teams, where opportunities for face-to-face
contact time are more limited and there is a pressing need to offset the impact
that busy schedules and travel time can have on productivity. In addition,
consulting firms are increasingly using collaboration as a means to support
their traditional networking efforts. For example, a consulting firm might
establishing an online discussion forums to stimulate interest in a recent
thought leadership article published by the firm, in advance of a physical
client networking event.
Additional internal value
In addition to their client-facing role, collaborative platforms are
used within the Big Four consulting firms to improve knowledge management,
transition to a more collaborative decision-making style and improve employee
retention. On the knowledge management front, a single platform can assist with
the secure and organised storage of project information, once an engagement has
been concluded. Considering the traditional predominance of informal,
point-to-point knowledge sharing between individual consultants, this can be
important, both in term of providing continuity between projects, and
transferring knowledge and sharing lessons learned between different consulting
teams and divisions. This benefits the organisation by building the internal
capability it needs to succeed in the market, and deliver successful consulting
projects in the future.

Collaborative platforms have also impacted the way Big Four consulting
firms manage themselves. Senior leadership is making increasing use of online forums
within the firm’s intranet to pre-position and gain employee feedback on
organisational decisions (e.g. changes to organisational structure, roles and
policies). The increased transparency and involvement that collaboration is
enabling may also help the Big Four consulting firms with employee retention.
Considering that the ability of the Big Four to deliver value to their clients
is closely linked to the quality of its people, and hence the ability to retain
them, this last benefit of collaboration should not be underestimated.