DIGITAL TRANSFORMATION AND COVID-19: KEY CHALLENGE FOR THE CONSULTANT - CLIENT RELATIONSHIP

The aim of this paper is to explore how the consultant-client relationship changed due to the COVID-19 distinguishing two stages: the relationship management during the covid-19 pandemic restriction and after the pandemic period. To reach this objective, a case study methodology has been adopted based on a sample of five professional service firms in the province of Pesaro and Urbino. Results showed that professional service firms that where already equipped to work remotely suffered less the conversion to smart working. The relationship between client-consultant switched immediately online using digital tools for meetings and sharing documents. However, some of digital tools and practices such as video call meeting remained after the COVID-19 pandemic restriction configuring a sort of hybrid relationship, in part human and in part technology driven. From a theoretical point of view this study aims to contribute to enriching the literature on the relationship between client and consultant and the digitalization process of SMEs. From a managerial point of view this study contributes highlighting the challenges that consulting firms and customers have to face with the “new normal” and the relevance of digital transformation in this challenge.