Introduction

The consultancy sector is booming—but is it evolving fast enough?

In his master’s thesis, “Hoe kunnen consultancy bedrijven zich aanpassen aan de moderniseringsnoden van hun klanten?”, Thibaut Vanhee (Ghent University, 2023) explores a critical question: how can consultancy firms modernize their practices to meet the changing expectations of 21st-century clients?

Through a blend of literature review and 17 in-depth interviews with senior professionals across Flemish companies, Vanhee uncovers the gaps between traditional consultancy models and the digital, agile, and value-driven demands of today’s clients.

Why Modernization Is Urgent

Vanhee identifies two major gaps in the consultancy sector:

1. Digital Lag: Many firms still rely on analog, time-intensive methods, while clients expect digital tools, fast execution, and measurable results.
2. Model Mismatch: The traditional “solutionshop” model with hourly billing is increasingly out of sync with client preferences for fixed-price, performance-based, or subscription models.

Despite strong growth in revenue and employment—especially among the Big Four (Deloitte, PwC, EY, KPMG)—Vanhee warns that success may breed complacency. Without modernization, consultancy firms risk losing relevance.

Key Findings: What Clients Really Want

🔍 1. Services That Solve Real Problems

• Most-used services: IT advice and strategic consulting.
• Clients hire consultants primarily for acute operational issues, not just long-term strategy.

🧠 2. Skills That Matter

• Top competencies: communication, problem-solving, flexibility, and broad experience.
• Digital fluency is essential: consultants must master tools like Excel, PowerPoint, SharePoint, and ideally Power BI and ChatGPT.

“Consultants must be citizen data scientists,” Vanhee writes, “able to combine domain expertise with user-friendly analytics tools.”

💰 3. Smarter Payment Models

• Most common: hourly and daily rates.
• Most preferred: fixed price, fixed price + bonus, and subscription models.
• Hourly billing is seen as outdated and prone to inefficiency or misuse.

“The time of the traditional hourly rate is over,” Vanhee argues. “It’s time to explore flexible, value-driven alternatives.”

🤝 4. Balanced Relationships

• Clients value both personal rapport and professional boundaries.
• Long-term partnerships are favored, especially when consultants understand company culture and values.

📊 5. Evaluation and Feedback

• Frequent informal evaluations during projects.
• Formal end-of-project reviews are standard.
• Post-project evaluations are rare but appreciated when offered.

Strategic Recommendations for Consultancy Firms

Based on Vanhee’s research, here are five actionable strategies for consultancy leaders:

✅ 1. Modernize Your Business Model

• Move beyond hourly billing.
• Offer fixed-price packages, performance bonuses, or subscription-based services.

✅ 2. Invest in Digital Skills

• Ensure all consultants are fluent in standard tools.
• Encourage training in advanced analytics and AI applications.

✅ 3. Build Long-Term Partnerships

• Focus on relationship-building and cultural fit.
• Offer continuity and plug-and-play efficiency.

✅ 4. Enhance Communication

• Prioritize clarity, transparency, and responsiveness.
• Train consultants in interpersonal and coaching skills.

✅ 5. Offer Post-Project Support

• Introduce “lessons learned” sessions.
• Monitor long-term impact and offer follow-up services.

Conclusion: The Future Is Agile, Digital, and Client-Centric

Thibaut Vanhee’s thesis is a wake-up call for consultancy firms: modernization is not optional—it’s strategic. Clients are evolving, and so must the consultants who serve them.

By embracing digital tools, rethinking payment models, and deepening client relationships, consultancy firms can not only survive but thrive in the 21st century.