The survey was carried out by business consultancy Up to the Light and supported by the Design Business Association.
It is based on 400 interviews conducted throughout 2013 with clients on behalf of design consultancies. The clients came from all sectors, including FMCG, public sector and the arts.
Based on this questioning, Up to the Light compiled the ‘top five client complaints’ about consultancies. These are – in no particular order:
• ‘They’ve become a bit comfortable’;
• ‘They could be more proactive’;
• ‘I don’t really know enough about them’;
• ‘They don’t challenge me enough’; and
• ‘They need to be stronger with us’.
Up to the Light founder Jonathan Kirk says, ‘Many clients are looking for their consultancy to drive things more – scheduling of meetings, managing budgets, chasing harder, taking more responsibility.
‘”I have to chase and remind them. It should be the other way around,” is a typical comment from clients.’
Kirk adds, ‘One of the most frequent client comments about their agency is “show us what’s new out there”, or “be our eyes and ears”. Clients spend their time in the fairly narrow field of their brand and market, they appreciate analogies with other markets and examples of other brands with similar challenges.
‘As consultants, agencies are ideally placed to do this, but are not always taking advantage of the opportunities to add value.’
The research also found that 81 per cent of clients are looking to reduce their design agency costs.
In addition, 69 per cent of clients believe their consultancy to be ‘a little expensive’ compared with other consultancies.
However, the research showed that despite concerns about costs, 94 per cent of clients consider good design to be an ‘extremely important’ factor to the success of their business, and 66 per cent considered their consultancy to be good value for money.
And a while a heartening 74 per cent of clients say they look forward to meetings with their design consultancy, just 8 per cent say their consultancy ‘exceeds’ their expectations.
You can read the report in full at www.uptothelight.co.uk.