Switching the network on
BDO is an accountancy network of 89 independent firms operating
in 105 countries. The accountancy market is one of extremes: large,
integrated global firms that are expensive and inflexible, and
small local players with close client relationships but without a
cohesive network or large resources. BDO fit neither of these
models. Although it had both client intimacy and a network, it did
not have the necessary levels of network knowledge-sharing and
common methodologies to work together and deliver as one.
Landor was asked to help BDO make better use of its network of
offices to truly and uniquely offer the best of both worlds and be
capable of delivering to its target customers: growing
multinationals. The challenges were both cultural and operational.
The first was to get BDO’s management to believe in and support the
initiative. Next was to engage the network itself and reengineer
its protocols and procedures, aligning its behavioral model with
the BDO brand to truly “switch the network on.” To meet these
challenges we needed to inspire everybody at BDO with a shared
vision of the future and provide the tools to reach that goal.
Working with BDO, we delivered an integrated two year engagement
and alignment program. It was designed not only to engage the
organization but also to provide clear and tangible guidance on how
individuals could start to drive the necessary change. Activities
included a range of groundbreaking interactions, from interactive
digital theater illustrating the future world of BDO to mapping the
international client experience as a diagnostic tool for process
alignment–all delivered by a global network of brand champions. BDO
has experienced a real transformation, as evidenced by significant
increases in employee engagement and year-on-year, double-digit
growth in international revenue post-launch of the program.