Ahmed Abdelghany

Name:

Student Number:

Address:
777 buildings , Nasr city , Cairo
Building 8, app 43

Post code / Zip: 12655

Telephone No: +201068842552

[email protected]
Email Address:

Date: 25/06/2018

CMI Level 5 Diploma in Professional Consulting

Course Name:

Stuart Rudd
Tutor Name:

Unit 5029 - Introduction to consulting essentials

Assignment Name:
Task 1

A.C. 1.1 - Identify reasons why an organization may employ the services of a consultant
A.C. 1.2 - Explain how a consultant can add value to a client organisation

- answer to above questions are merged together in one discussion to ensure consistency of information
flow-

Consulting has been an integral part of management. It always serves interests of organizations which
could vary from cutting costs, implement organizational changes or implement new ideas and solutions,
etc.…, according to (Clegg et al., 2004, p. 36) Consulting is about helping to develop creativity and
achieve radical organizational innovation or the ‘disruption of dominant orders’. Consultancy can be seen
in many forms and can be utilized from different angles (Andrew Sturdy,2011) said that consultancy can
be experts, facilitators or legitimators and in non-project related activities such as R&D.

Going in depth into reasons why organizations would use a consultancy services this can be due to the
lack of specialized skills inside an organization who are able to drive a significant change, for instance in
a manufacturing plant where production process optimization is one of the major aspects of boosting
profitability and management has excreted their utmost efforts with the existing staff to further optimize
the operations but it become very challenging due to the lack of experts in process improvement.

At this point the organization would use the services of a manufacturing consultation provider where they
capable of applying different scientific methods such as Lean Manufacturing or Six Sigma, in addition to a
incremental experiences from previous engagements. Bringing these services to an organization will work
with the management and the staff on analyzing pain points , apply scientific methods and start doing this
in a project based environment , having done so there will be a great value to the organization as those
consultants have brought new techniques for production optimization using their experience and scientific
methods. And eventually the company will boost its profitability due to applying consultants’
recommendations.

Another example of organizations using Consulting Services nowadays is organizations using Digital
Consultants to support organizations in putting digital transformation roadmaps to either protect
themselves from the potential industry disruptions or to find a new way to be a pioneer in new business
model that would disrupt the industry , One typical example is an NGO organization that is fully
dependent on volunteers and fund raising to perform its services , they hire a consulting firm to help them
put new business models using technology trends and give them the guidance how to target the right
volunteers and donors using technology. Basically, a specialized consulting firm in digital strategy with
industry knowledge will be able to support this kind of consultation as insiders will not possess enough
skills to suggest digital roadmaps for new business models.

This type of consultancy will help the NGO to put a digital transformation plan that will boost its revenue
streams through new business models using the technology. For example, suggesting use of social
media networks to reach and engage with more volunteers. This also can help the NGO to be a pioneer in
a specific business model that can come out because of such consultancy services.

A.C. 1.4 - Discuss the importance of professional and ethical conduct in consulting

In order to have a successful engagement as a consultant with your clients the kind of relationship you
are building is very important as it serves the cornerstone of your outcomes. Consultants needs to deeply
engage with their clients and spend most of their time at client site performing their job and this results in
a kind of relationship between consultants and clients which needs to be carefully managed the
consultants need to win credibility towards their clients by demonstrating expertise in their , domain being
honest and do care for client business those factors will build the trust at the client as the client will feel
that these consultants really want to help and they are being ethical towards their work not just coming to
do some sort of sale or revenue generation because once the client feels consultants are not being
ethical and are not providing professional services their existence will be questioned and business may
be broken.

Failure to meet client governance requirements and the lack of commitment to industry standards can
lead to serious business failures for example according to (London business school, 2009) fewer than 20
per cent of corporate acquisitions (which often result from corporate strategy consulting studies) increase
shareholder value. There have also been spectacular failures in IT outsourcing in spite of its many
successes. Having said that being a consultant has to follow a certain qualification similar to engineers or
lawyers this will protect the clients of consulting firms although failures of course are not the sole
responsibility of the consultant it is a mutual responsibility between client and consultant yet there has to
be a professional code of conduct for practitioner in the consulting field.

In order to execute a professional consulting practice a consultant needs to undergo into ta professional
qualification like Certified management consultant or some sort of similar qualification and on the other
hand clients have to have a enough professional skills that would support their engagements with
consulting firms this can be the type of project management qualification skills.

Taking the example of the previous engagement with NGO to put a road map for new revenue streams
using technology the consultants running this engagement should be professional enough by possessing
qualification in the technology tools they are supporting , Also they must have enough qualification in
business like MBA or something similar and in addition to that a qualification in consulting which we can’t
say it exist but at least this has to commit that the consultant is ethically committed and possess the
needed skills in the field.

A.C. 1.5 - Explain how a consultant can develop credibility for effective engagement with client
organizations

So in order to build effective engagements with the clients consultants need to develop certain aspects
during their engagement the first point we talked about is to build credibility through wining client trust and
build a positive relationship , the second aspect is to manage the relationship carefully and make sure
that relationships don’t become too personally so that can impact on business decisions , the third aspect
is to rely on building a mutual organizations relationships instead of individual relationships as in case of
people changing relationship is almost gone.

(Steven covey and Rebecca Merrill 2006) five levels to build effective trust those are: Self-trust,
relationship trust, Organizational Trust, Market Trust and societal trust. For a consultant to develop
credibility for effective engagement the first two levels will be most important to focus on and practice.

The first level which is self-trust which has key fundamental cores that best serves to achieve the self-
trust those are a consultant has to achieve integrity in his behaviors this is done through always being
honest, keep commitments, and be open to client and share agendas roadmaps. The other aspect is
about the intent where consultant always inspires clients with plans and purpose always share your
agenda and roadmap, always behaving in the way that shows the client how do you care about his
business and your plans and intentions are for the client winning and interest. The last pillar of self-trust is
results! achieving positive results are the key judgmental factor for your behavior and practices consistent
finishing with strong results, taking responsibility and finish strong will support your credibility to your
clients.

The second level is relationship trust which is all about how you behave, the level of client trust and
credibility a consultant build is strongly tied to the behaviors during the engagement Steven covey defined
these behaviors as follows;

 Talk straight: be honest and straight, and be clear about your messages
 Demonstrate respect: you must always show respect and kindness towards your clients
 Create transparency: be open with your client, share with him your concerns and don’t keep
hidden agendas
 Right wrongs: Always take actions in case of mistakes, quickly apologize and move forward
don’t show ego or just apologize.
 Show loyalty: give credit to your team and people supported you don’t keep it to yourself only
 Deliver results: again, coming here results are better spoken that words, always delivering with
quality on time and budget
 Get better: contentious improvements and learning
 Confront reality: when you are having a situation or a problem don’t avoid or hide it from your
client, confront him
 Clarify expectations: Always set the expectations with your clients at each step make sure you
both share the same vision and expectations of the outcomes.
 Listen first: Always listen and show your client that you are keen to listen and understand their
view
 Keep commitment: You must always honor your commitments
Task 2
A.C. 1.3 - Describe the stages in the consultancy cycle

First let us define what are the stages of consultancy, according to (Level 5 Professional Consulting,
Brighton School of Business and Management Limited) the 7Cs framework of consultancy was devised
by experienced transformation consultant, Mick Cope. these 7 Cs are Client, Clarify, create, Change,
confirm, continue, and Close each of these stages can run independently or parallelly depending on the
nature of the consultancy engagement. In the coming sections I will describe how of these 7 Cs are being
applied on a real consultancy project.

Client: There is real estate client having a pain points on daily operational interaction between brokers,
sellers and clients where payments sometimes are being delayed, no clear flow of information between
engaged parties, the client is looking to use technology to increase their operational efficiency and give
their clients a unique experience and increase their customer satisfaction.

Clarify: A consultancy firm is being engaged to analyze the required pain points using multiple methods
and tools where the output from this engagement will be a clear definition of the nature of the problem, a
complete mapping of the client problem and understanding of the key stakeholders engaged and who will
be included in the change. Also, there will be output of the risks associated and challenges.

Create: Using the consultancy domain expertise and the outcome from the clarify phase the consultants
will be able to set out a proposed approach that should solve the client problem, this will be in the form of
a clear roadmap of a technology implementation that will tackle the client problem, also there will be
output of the needed KPIs to measure the current state and the desired state after the implementation of
the proposed solution

Change: Assessment of the needed change to drive the solution in this example the change will be in the
Technogym infrastructure to support the solution, a change in the current process flow and the business
is being run, this will include the way brokers, sellers and clients are interacting together , and the final
change assessment will be the people change in terms of awareness needed, cultural change and
trainings.

Confirm: implement the changes according to the proposed roadmaps, then start of the measuring using
the predefined KPIs.

Continue: sustain the change by providing the needed support, there will be a transition period will there
will be disruption in operations and process at this stage some issues may arise due to the change, these
issues will be used as input for learning and a revisit to the solution may be needed to embed these
learning outcomes to ensure a sustainable solution going forward.

Close: Close the project with the client after the completion of the transition, achieving the required
outcomes based on the achieved KPIs, a final closure of the engagement will include lessons learnt,
earlier state and new state and the value added to the client.
Task 3:
A.C. 2.1 - Explain why it is important for a consultant to plan for personal professional
development
Consultancy involves different and diverse type of skills that a successful professional consultant need to
possess , Being a consultant you will be exposed to different types of situations will need to apply
different skills varying from negotiations , communication , planning technical , analytical, etc… these kind
of skills are unlike other professions and not much professions will need these diversity of skills combined
together that is why a professional consultant should always asses and develop his skills.

During the coming lines I will try to explain why it is important for a consultant to develop his\her skills

 Dealing with politics

Politics always exists in the organizational level it compromises people interactions, relations and the way
they are communicating in order to influence power or decision and being a consultant, you may be
always being part of this engagement and here it comes the importance and self-awareness on how to
deal with politics within your organization and at client organizations.

 Overcome Impostor Syndrome

According to (training journal, 2015) symptoms of Impostor Syndrome, a well-researched phenomenon

involving otherwise successful and intelligent professionals who feel they simply don’t deserve their
accomplishments. Instead they are certain they have faked their way to success and will soon be found
out. For those consultants who experience symptoms of this syndrome they will need to learn how to
overcome and beat this syndrome it becomes important for consultants to understand what are the
symptoms of the syndrome and how to overcome it so learning and developing skills here will help the
consultant to directly correlate when they start experiencing this syndrome and will start overcoming it
accordingly.

 Managing your emotions

EI is the art of heightening self-awareness to manage oneself combined with neuroscience of

interpersonal communication (Jill dan, July 2008 ) ,according to (Jill dan,July,2008) a recent research has
showed that EI was identified as a key skill managers and leaders will need in the coming decade. So
developing EI skills will is becoming one of the key skills that will help managers make a difference high
EI managers will be listed well, will help improve employees’ productivity and will create a productive work
environment.

 Personal development

Finally personal development is a continuous and important process for consultants to ensure their
effectiveness and adapting with business changes, developments of skills will help consultants to move
from a current state skill to a future desired state skill where more responsibilities will be there or a better
career progression.

Development and learning can be in different forms from formal education, trying new things, or
observations. during the coarse of a person career he will experience these different types of learning
styles which I believe all of them need to be experienced by an individual depending on their career
maturity and the type of developments and skill they are aiming to.
A.C. 2.2 - Evaluate current skills knowledge and behaviors against those identified in the
consultancy competency framework

Let us first define what is the management consultancy competence framework, according to (Institute of
consulting, management consultancy competence framework) this framework compromises of three
things together:

 Market capability and knowledge: This is the application of fact-based knowledge. It brings
together the combination of technical skills, business understanding, sector insight and external
awareness
 Consulting competence: These are the core skills, tools and techniques which are essential in
delivering consultancy services
 professional behaviors: These are the entry-level professional behaviors and attitudes which
act as enablers in achieving market capability and consulting competence

A successful consultant need to possess a balanced approach between those three aspects together.

The are three levels of excellence for each competency

 Development: building of experience is in process

 Independence: being able to demonstrate required tools and skills
 Mastery: represents a deep experience.

I will evaluate my current skills and behaviors according to the above framework

Professional Behaviors

a. Professionalism and Ethics: Mastery

b. Analytical and Pro-active Thinking: Independence
c. Complexity and Responsibility: Development
d. Personal Interaction: Independence
e. Delivery Effectiveness: Independence
f. Personal Growth: Development

Consulting competence

a. Client focus

Engaging with clients Scoping client requirements Managing client interface

Development Development Independence

b. Building and Sustaining Relationships

Influencing Communication and Facilitation Managing and Partnering and

Presentation Developing Others Networking
Independence Independence Independence Mastery Independence

c. Applying Expertise and Knowledge

Tools and Applying knowledge

Methodologies
 Development Independence

d. Achieving Sustainable Results

Planning and Management Managing Risk Ensuring Quality Managing Withdrawal

Independence Independence Independence Independence

e. Marketing Capability and Knowledge

Technical expertise Business Sector External Awareness Business

Understanding Knowledge Development
Development Independence Independence Development Development

A.C. 2.3 - Produce a personal development plan to support development

A personal development plan or a plan has to be SMART (Specific, Measurable, Achievable , Realistic ,
and time-scheduled ). Given the above evaluation of my current skills and behaviors it is imperative to
focus on the areas of development level and produce a personal development plan to change it to
independence. Below is the suggested plan for my development

Skill\ Behavior Specific Measurable Achievable Realistic and time-scheduled

Complexity and Take Complete the two Currently yes Within 0 to 3 months
Responsibility responsibility actions engaged in a
of two actions consulting project
beyond my and will engage
scope with multiple
teams
Personal Growth Prepare a Complete plan Currently working Yes Within one month
personal Feedback on the plan
learning received Currently
objective engaged with
Get feedback client and will
from client seek feedback
Engaging with Complete one Project phase Currently yes Within 6 months
clients management completed engaged with
consulting client
service
engagement
Scoping client Will work with Agree on a Currently Within 3 months
requirements client to define proposed solution engaged with
optimal design with client client
option
Tools and Learn two new Learning is Will research Yes Within two months
Methodologies diagnostic completed management
tools consulting tools
Technical Complete Acquire certificate Yes Yes Within one year
expertise certification in
supply chain
Skill\ Behavior Specific Measurable Achievable Realistic and time-scheduled
management
External Study PESTL Demonstrate a Yes Yes Within 9 months
Awareness and factors good
impacts use of understanding
technology in and hypotheses of
the the market
manufacturing dynamics
field in Egypt
Business Engage with Have an open Yes I can do that Yes Within 6 months
Development two clients engagement with as part of my role
two clients as a strategy
consultant

A.C. 2.4 - Explain the importance of reflective practice in developing oneself as a consultant

First let us define what is reflective practice, It is how you analyze your own experience in order to get
more understanding what has happened and improve the way you work. The idea of reflective practice is
how you examine your experience by exploring individual actions. Applying this practice will enable
someone to continuously learn from his own experience and actions.

In everyday work business life, we are in business meetings, client negotiations, team discussions which
are the core activities of a consultant the way we behave in such situations reflect on the output and
professionality level of a consultant and hence if reflective practice become a rigorously applied practice
by a consultant in which he studies his actions and experience during his day to day activities this will
boost the development of consultant skills based on the past experience.

Reflective action is a practice itself and has to take place on a timely basis which can be daily, monthly
and yearly and it can vary from a simple in mind analysis of what went well and what didn’t go well and
how to improve next time to a more detailed analysis with documentation and future improvement plans
based on the experience from a certain project or engagement.

As a result of applying reflective practice in a structured and consistent way this will help improve
consultant skills by becoming more effective and innovative on timely manner. Accordingly applying the
reflective practice importance lies in affirming to the practitioner what went well and will open up his mind
to apply the same in the future , the practitioner will be aware of practices that can be improved in the
future and can be done in a better way , and defiantly reflective practice will highlight areas that require a
considerable attention , needs more practice and more rigorous improvement plans this can be through
identifying of the missing education parts and start applying and gaining the missing skills all these cases
are just simple example of the importance of reflective practice and how applying it will improve and
maintain high levels of service quality from consultants.
Task 4:
A.C. 3.1 - Evaluate different methods of communication available to a consultant

Communications plays a vital part in our day to day life with communication people are able to exchange
information, benefits, knowledge and interact and with the evolution of technology and business models
communication now has become one of the pillars of the business and multiple methods of
communications are being used nowadays throughout different mediums and modes.

Communications today has even different types of categorization either formal or non-formal, verbal or
non-verbal. Professor Mehrabian (1939-) believes that there are three core elements in the effective face-
to-face communication of emotions or attitudes: nonverbal behavior (facial expressions, for example),
tone of voice, and the literal meaning of the spoken word. (Level 5 Professional Consulting Unit 1:
Introduction to Consulting Essentials, Brighton School of Business and Management Limited).

Being a consultant in the business environment this necessitates dealing with clients probably in same
country, different country, probably speak different languages and live in different time zones, all these
different circumstances will force a consultant to use different types of communication during
engagements.

Face-to-face communication: This is the most traditional and oldest way of communication where a
consultant will be directly interacting with a client in a face to face environment with the client. This type of
communication is usually used during the business discussions, negations, workshops or trainings.

Benefits of this type is that it is the most efficient as it has mix of gestures including speaking, facial
expressions and body language which makes it easily for the receiver to interpret all things together and
get best clarity from messages.

Drawbacks of face to face communication it is difficult to be used for legal binding or to recall the exact
working during future business negotiations. Also during engagements in different countries
communicating parties have to be physically present which there is always limitations in people schedules
and travel budgets.

Teleconferencing communication: Today in the world of globalization businesses often run remotely
from multiple locations simultaneously and hence face to face communication is not possible. At this
stage teleconferencing becomes one of the vital communication methods where consultants can engage
with clients via conference calls to discuss business. teleconferencing is not as efficient as face to face as
you lose some of its pros like the facial interactions and expressions but yet you can still recognize the
nature of the tone to assess how the communication flows , There are challenges also here for example
Tim zones needs to be considered and choose suitable slot for all participating parties , If English is not
the native language of one of the participants so it is important to ensure simple and concise language is
used as voice is the only method of transferring the message in this case.

Email Communication: Since the 90s email communications have become the dominant and official
method of communication in business this is because it is very factual, can be tracked or recalled and
keeps the flow of information between parties. All business related communication now are being
delivered via emails like documentation, specs, information , reports. Email communication is not a real-
time method which does not necessitate both parties to participate at the same time but rather one has to
send his message and the other party will receive and reply at his adequate time this is very suitable for
different time zones business activities. It also makes it easy for non-English natives to read slowly and
translate if needed the exact message. The drawbacks of emails are that it is too factual you can’t
express your facial expressions or body language which makes it difficult for participants to get the
complete picture that is why email communication has to be concise and informative as much as possible
also since it is not a real time a delay in business decisions may occur until response from other party is
received.

Intranet\chatting platform communication : As the chatting applications and social media are
dominating now many people got used to use the chatting as a quick communicating tool for one to one
discussions , Some business entities now provide a formal chatting hub between employees or even with
external clients , this is very useful for completing quick and short business discussions instantly while
doing other work , the drawbacks of this method it will not be practical for long business discussions or
negotiations , proximity in time zone and availability of both parties on the chat application is needed , it is
not for large audience only suitable for two , very difficult in recognizing the facial or body language.

Webinars communication : usually webinars are used to deliver a pre prepared material to a group of
audience located in multiple locations , it is usually a one way communication with minimum interaction
like delivering a training or a lecture , this method is very cost effective and ensure verbal communication
is reached to multiple parties at the same time yet it still lack the physical interaction and body language ,
also it requires a selection of suitable time zone for all parties and finally a reliable infrastructure has to be
there to support successful webinars and avoid disruptions.

Online meeting platforms: one of the very new communications methods is the online meeting
platforms where attendees can join a via software or even a mobile application in this platform attendees
can share screen, raise hands, attendees can be seen via webcam , this platform is suitable for distance
meeting where the consultant and other attendees from the client or team members are in different
location they can interact collaboratively via the platform and the tools the software provides allows better
interactions and slightly improve communication experience using webcams , screen sharing and other
interactive tools. Still the problem with this method it needs a reliable infrastructure for all parties, time-
zone has to be common and still lack the strength of face to face communications

A.C. 3.2 - Evaluate the importance of using diverse communication methods with
clients

during a consultancy engagement there are always a communication flowing in a two direction between
the consultant and the client discussing business and solutions, pain points, negotiating terms, presetting
point of view , getting a small piece of information , etc.…

So as a consultant it is important to use the right communication method with clients, for example if in a
consultancy engagement and you as a consultant want to show to the client the output of the workshops
and the analysis done during a period of time and this is impacting multiple client stakeholders the best
communication method will be via face to face presentation where you will be able to present your output
and deliver the needed message to multiple stakeholders at the same time , after that this output will need
to be supported by supporting documents and evidences and here using the email communication to
share the detailed supporting documents and output will be needed.

Using diverse communication methods will improve the effectiveness of communicating and ensure that
the needed messages are well delivered to the recipients this is very important approach when the
message needs to be delivered to multiple stakeholders let’s say during a face to face meeting but to
ensure that no one missed what has been communicated sending an email documenting all the meeting
minutes and key messages is important, also another way of using diverse way of communication is to
use non-verbal communication with body language which breaks too many barriers and can make
messages clearer

A.C. 3.3 - Explain the impact of communication methods on the client relationship

Since there are different communication methods that can be used during client engagement and we
showed how we can use different methods to communicate with our clients one important aspect needs
to be considered is the impacts of communication methods on the client relationship , different
communication methods has different impact on the relationship with the client and consequently on your
business, so for example it will not be appropriate to have your first interaction with the client via
conference call this will negatively impact your relationship when starting a client engagement a face to
face meeting will be the best method for communication as it will dissolve many barriers and it will
incorporate verbal and non-verbal communication which is the strongest amongst all methods.

Other methods of communication have different impact on how you build the relationship with the client, if
you consistently using teleconferencing you are giving you still able to build a relationship with the client
based on the way you are able to speak and to demonstrate by speaking only which of course not easy.

On the other hand I see using email for communication has the worst impact on client relationship
because it is always factual and addressing business specific points, it lacks any gestures or emotions
which makes it difficult for the receiver to explain the emotions of the sender. So, using emails has to be
after building a relationship using different ways and emails shall be used more into informative
communications and sharing deliverables.

Using webinars has almost zero impact on your relationship with the client as it will more of a one way
communication where the consultant will be explaining some topic and the client will be receiver only ,
interaction is very limited and it is mainly bounded by the discussed topic only and after the webinars is
over probably there will be no further communication or it will be very minimum.

A.C. 3.4 - Assess the communication challenges facing a consultant to the client organization

Communicating with clients can be challenging in consulting work as a consultant needs to spend long
times at client premises and dealing with multiple stakeholders and usually consulting is done in different
countries and that is how a consultant will be exposed to different cultures which may be different and
challenging while dealing with.

If you have a client where they live in different time-zone it is important to ask about the suitable time to
have a conference call and not to consider your time zone only. Also, client religious holidays and prayer
times needs to be considered during communication as this will impact how the clients perceives you in
respecting his culture which directly impacts your relationship.

Depending on the culture of your client the selection the meeting venue is different some cultures prefer
casual venues while having food while others will prefer a quiet place especially if language is different.
Depending on the client the convenient way of communication will differ in case the client speaks a
different language than yours they will be more comfortable having discussions in quite place , you should
speak slowly to ensure he is not missing our words , avoid using local dialect as this may not make your
client comfortable
Non-verbal communication impacts how the client perceives the relationship for example telling jokes may
not be appropriate in some cultures or may not be understood, physical contact like kissing is ok for some
cultures while some cultures may not accept it.

So it is important before engaging with your client to study the culture you are going to work in and
showing the client how you are aware of their culture and considerations also for example learning few
native words from your client to use as ice breaker will be of a very positive impact and show how you
admire the culture and your client.
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