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Tech Vendors: Not All Bad, Not All Good

Tech Vendors: Not All Bad, Not All Good

There’s something I’ve noticed over the years that bothers me. That is, the tendency for industry observers to take unqualified positions for or against certain technology vendors. My feeling about this runs deep, so, hopefully, this post will help others understand why I sometimes react the way I do in my comments on public forums such as Twitter and blog comments.

No technology vendor is 100% “good”—there is always at least something that is not so good. Likewise, no vendor is 100% “bad”—there are always positive attributes. But with some commentators, certain vendors can do no wrong and other vendors can’t do anything right.

If you are someone who always rises up to defend certain vendors, it makes me question your objectivity. This is especially true if you have some sort of commercial relationship with that vendor, whether it is advisory work you have done for them in the past, former employment, or some other connection. But in other cases, even without any commercial relationship, it appears some simply have favorites.

Likewise, if when you hear a positive report about a vendor, you cannot help but criticize, I also question your objectivity. I’ve said in the past, if you can’t say something bad about a vendor, don’t say anything at all.

Now let’s get specific and look at some examples of what I mean.

Apple

Apple is at the top of its game these days, and nowhere is there more unabashed enthusiasm. By market capitalization, Apple is now not only the largest technology vendor: it is now the largest company in the world. Over the past several years, Apple has disrupted entire markets (e.g. music and smartphones) and it has created entirely new ones (e.g. tablet computers). It popularized the concept of an “App Store,” which now everyone is imitating.

It wasn’t always like this. Many of Apple’s most devoted fans are too young to remember a time when Apple nearly failed. It fired Steve Jobs and many were calling for Apple to license its Macintosh operating system to other computer makers—in other words, to imitate Microsoft. Thankfully, Jobs came back, and Jobs had his own ideas. Today, 16 years later, Apple is going from strength to strength. I admire Apple.

So, can Apple do no wrong? Just consider Apple’s business practices that at least border on, if not cross over into, unfair competition. For example:

Just substitute the name Microsoft for Apple in the above bullets and imagine the media reaction. But because Apple is “cool,” Apple gets a pass.

Microsoft

Microsoft is the technology firm that many observers still love to hate. Years ago, with a near-monopoly in desktop operating systems, Microsoft faced relentless attacks from media, governments, and competitors. Apple’s desktop market share remained tiny, except in a few markets, such as education and graphic arts. Linux showed promise, but never gained traction as a desktop OS.

Microsoft still has a dominant (though less so) position in desktop PCs. Its developer tools are widely adopted, and its position in the data center continues to grow. It’s also had success with its game platform. But in the biggest growth markets—mobile and cloud applications—Microsoft lags industry leaders, such as Apple and Google. In other words, Microsoft continues to hold a dominant position in slow growth markets. The Microsoft haters see it as justice served.

I am neither a Microsoft lover nor a Microsoft hater. In my view, Microsoft Windows and Office are bloated and difficult to use (one close family member still doesn’t understand the right mouse button). Windows 8 doesn’t look to be an improvement either.

On the other hand, I feel some of the criticism that Microsoft receives today is undeserved. Merely mentioning Microsoft to some analysts provokes a visceral response, almost revulsion. Yet, in some respects, Microsoft is starting to become the “good guy.” In terms of privacy, I am much more comfortable using Microsoft’s Bing search engine than I am in using Google, who I fear is building a personal dossier on me. Microsoft’s Dynamics line of enterprise systems have good functionality and user adoption.

So, with Microsoft, I see some “bad,” but I also see some “good.”

SAP

SAP is a vendor that many in the enterprise software market love to hate, and I stand as second-to-none in terms of my criticism of SAP. Go to my blog, The Enterprise System Spectator, and do a search in the right hand column on SAP. To save you some time, here are some examples: my mocking of SAP for whining about price cuts; my post after post after post criticizing SAP's maintenance fees; and my hammering of SAP for fighting third-party maintenance at the same time it was offering 3PM to Oracle customers.

So, is SAP all “bad?” Certainly not. I have interviewed SAP top executives, its CEOs, and some of its board members. I can say, without a doubt, that SAP’s leaders care about its customers and that they struggle to find new and better ways to improve business value. They recognize that the TCO of their Business Suite is too high. They know that cloud providers such as Workday and Salesforce.com are eating their lunch. They also recognize that mobility apps are essential and are trying to turn the ship to provide better support for small developers. Finally, they used a skunk-works approach to develop an in-memory computing technology (HANA) that could potentially disrupt the relational database market and transform many business applications.

Will SAP be successful on any of these initiatives? Who knows? But with the largest installed base of any enterprise system provider, I hope for the best—not for the sake of SAP or its shareholders—but for the sake of SAP’s customers.

Oracle

Here’s a vendor that is hard to love but deserves respect. Once again, I stand second-to-none in my criticism of Oracle. Over the years, I’ve written about Oracle's excessive margins on software maintenance; the unhappiness of its installed base; its penchant for creating fear, uncertainty, and doubt; its mockery of its competitors; and its lack of openness.

On the other hand, Larry Ellison is a visionary. He had the foresight to be a large early investor in Salesforce.com and NetSuite long before cloud computing was fashionable. Apparently he knew he was better off making those investments in start-ups rather than trying to develop cloud applications within Oracle, where they would likely lack focus.

Furthermore, around the turn of the century Ellison saw that the enterprise software marketplace was fragmented and overdue for consolidation. Then, he acted on that insight and took advantage of it. I predicted that Oracle’s bid for PeopleSoft would fail, but I was wrong.

In terms of execution, Oracle is nearly flawless. I might mock co-CEO Safra Katz's comments on conference calls, but I have heard Oracle employees praise her ability to get things done.

Finally, on the technology front, I personally know individuals working in Oracle product management. They are some of the smartest people I know, and they are going deep into certain industry sectors. Oracle’s latest product, Fusion, might just be the last great new on-premise enterprise system ever to be developed. From the little bit I’ve seen of it, the user interface is outstanding and the embedded collaboration and business intelligence capabilities are noteworthy. I also like what I hear about Oracle’s public cloud initiative, although I’m waiting to see how it plays out in terms of pricing, terms, and conditions.

Cloud Vendors

Now we come, not to one vendor, but to a whole category: cloud providers. I am a huge proponent of cloud computing. In 2006, I wrote a report for Computer Economics on the business case for software as a service, and in 2009 I wrote of the inexorable dominance of cloud computing.

But as I’ve said in the past, “You don’t get a pass, just because you’re SaaS.” The technology is one thing, but the vendor’s behavior is another. Yet, some industry analysts cannot seem to bring themselves to criticize certain cloud vendors. Why not? When vendors misbehave, do they not deserve to be called out, or is cloud a get-out-of-jail-free card? Many of the executive leaders at NetSuite and Salesforce.com came out of Oracle. Do you think that background and experience have any influence on how they do business in their current positions? If you can criticize Larry Ellison for unfairly bashing the competition but you can’t criticize Marc Benioff for doing the same thing, then I have to question your objectivity.

This is by no means a complete list. I could go on with IBM, HP, Amazon, Infor, and many others. None are all good, and none are all bad.

Let's Be Fair

In some ways, the situation is like our political scene. Over the years, political discourse in the US and in other parts of the world has gotten more and more polarized. A political leader from “our side” must be defended from all attacks. Likewise, a public official from the other side of the aisle can never do anything right. What matters is not what is said, but who said it. This is wrong. It shouldn’t be this way in political discourse, and it shouldn’t be this way among industry observers.

Now, I accept that a vendor’s own employees and business partners may take strong unqualified positions, especially those in a sales, marketing, or top management role. But I don’t think it’s appropriate for those of us that advise technology buyers to be uncritical fans or relentless critics.

This doesn’t mean that when it comes to specific situations we shouldn’t take a position. Buyers do need us to say, “For this particular need, this vendor is good and that vendor is not good.” We have to make the tough calls. There have even been times where, because of problems with certain vendors, that I have refused to consider them in any new deals. But I try not to become hardened in my viewpoint. I try to always hope for improvement.

We all have our biases, including me. But can we all make an effort to recognize them and try to be fair?

Tech Optimization

Research Summary: Best Practices & Three Simple Software Maintenance Strategies That Can Save You Millions

Research Summary: Best Practices & Three Simple Software Maintenance Strategies That Can Save You Millions

Forward And Commentary

Software ownership costs continue to escalate as vendors accelerate their efforts to capture support and maintenance revenues. Some vendors have gone to the extreme to eliminate third-party options for their customers. This best practices report examines three strategies to free up unnecessary costs to fund innovation and new projects.

A. Introduction

On average, IT budgets are down from 1-5 percent year-over-year, yet software support and maintenance costs continue to escalate ahead of inflation. Hence, continued pressure on IT budgets and a growing need for innovation projects have top business and technology leaders reexamining their software support and maintenance contracts for cost efficiencies.

Based on experience from over 1500 software contract negotiations, Constellation suggests three approaches to reduce the cost of software support and maintenance. Key strategies include third-party maintenance, shelfware reductions and unbundling maintenance contracts as part of every organization’s tech optimization strategy. Successful implementation can lead to savings from 10-25 percent of the IT budget, freeing up cash to fund innovation initiatives.

B. Research FindingsWhy Every Organization Should Consider Third-Party Maintenance, Shelfware Reductions and Unbundling Maintenance Contracts

Most organizations suffocate from the high and hidden cost of support and maintenance. On average, Constellation’s surveys reveal global IT budgets trending down from 1-5 percent year-over-year since 2008. Consumerization of IT, rapidly changing business models, and aging infrastructure have exposed the high cost of software support and maintenance. Because most organizations allocate from 60-85 percent of their budget to keeping the lights on, very little of the budget is left to spend on new projects (see Figure 1).

Organizations can unlock millions by considering third-party maintenance (3PM), reducing shelfware, and keeping support and maintenance contracts unbundled. Each strategy on its own creates opportunities to drive cost savings. All three strategies combined, provide a roadmap for funding innovation.

  1. Third-party maintenance (3PM) delivers the most immediate cost savings and opportunity for innovation. Third-party maintenance describes support and maintenance offerings delivered by non-OEM providers. These vendors can provide a range of options from basic break/fix to bug fixes, performance optimization, tax and regulatory updates, and customization support. Keep in mind, 3PM does not provide access to upgrades and future versions of the OEM’s product. One big driver is the lower cost of delivery, as much as half the cost of the original vendor’s pricing.  The report shows a survey of 268 respondents and why organizations choose 3PM and who the key vendors are.
  2. Reduction of shelfware remains a key pillar in legacy optimization strategies.  Shelfware (i.e. purchased software, not deployed, but incurring annual maintenance fees) is one of the biggest drains on operational expenses for enterprises. The simple definition of shelfware is software you buy and don’t use. For example, an organization that buys 1000 licenses of Vendor X’s latest ERP software and uses 905 licenses, becomes the proud owner of 95 licenses not being utilized. That’s 95 licenses of shelfware because the user will pay support and maintenance on the license whether or not they use the software or not.  The report details 4 successful and proven approaches.
  3. Unbundling maintenance contracts prevents future vendor mischief. About a decade back, vendors would offer support and maintenance as two separate line items on their contracts. Support would run about 5-10 percent of the license fee and so would maintenance. Keep in mind, average support and maintenance fees were under 15 percent back then. Unfortunately, many users have expressed a growing and concerning trend with support and maintenance contracts. Vendors concerns about support and maintenance contract retentions have led to new initiatives to consolidate contracts. At first glance, this may appear to be proactive and beneficial to customers, but the report details three rationales vendors provide and three strategies how to avoid bundling.

Figure 1. Visualizing the High Costs of Support And Maintenance

(Right-click to see full image)

The Bottom Line: Users Must Advocate for Third-Party Maintenance Rights Across the Technology Stack

Vendors continue to conspire to remove third-party maintenance as an option for their customers. What’s extremely disturbing is how vendors are working hard to prevent customers from having third-party maintenance options. The notion of perpetual software license rights should include the right to self-support software or engage in a third party to provide tax, regulatory, and additional updates. As many vendors try to close up these loopholes, customers are left in a no-man’s land position of being forced into de-facto maintenance contracts with only the vendor.

End users need to band together and collectively demand clear rights to third-party support options. Based on survey data, most already believe or feel that 3PM should be a right (see Figure 5.) Otherwise, users will face a situation similar to automakers forcing drivers to only go to them for maintenance. If some of the industry’s largest systems integrators actively entered the third-party support market, it would effectively disrupt the balance of power and put more money into the hands of the end-users and the system integrators.

C. Report Links

Learn the secrets to saving millions.  Find out how to win against any software vendor including IBM, Microsoft, Oracle, SAP, Infor, Lawson, Epicor, Exact, Salesforce.com, etc..   Buy the full research report on the Constellation Research website.

Your POV.

Need help with your software contract?  Contact us throughout the vendor selection process.  We can help with a quick contract review or even the complete vendor selection.  We provide fix-fee and gain sharing arrangements.

Let us know your experiences.  Add your comments to the blog or reach me via email: R (at) ConstellationRG (dot) com or R (at) SoftwareInsider (dot) com.

How can we assist?

Buyers, do you need help with your apps strategy and vendor management strategy?  Trying to figure out how to infuse innovation into your tech strategy? Ready to put the expertise of over 1200 software contract negotiations to work?  Give us a call!

Please let us know if you need help with your next gen apps strategy efforts. Here’s how we can help:

  • Providing contract negotiations and software licensing support
  • Evaluating SaaS/Cloud options
  • Assessing apps strategies (e.g. single instance, two-tier ERP, upgrade, custom dev, packaged deployments”
  • Designing innovation into end to end processes and systems
  • Comparing SaaS/Cloud integration strategies
  • Assisting with legacy ERP migration
  • Engaging in an SCRM strategy
  • Planning upgrades and migration
  • Performing vendor selection

Related Constellation Research

Scavo, Frank & Wang, R. “Big Idea: Constellation’s Business Value Framework.” Constellation Research, Inc.  January 31, 2012.

Wang, R. “Best Practices: Why Every CIO Should Consider Third-Party Maintenance.” Constellation Research, Inc. August 7, 2012.

Wang, R. “Market Overview: The Market For SAP Optimization Options.” Constellation Research, Inc. May 11, 2011.

Wang, R. “Best Practices: The Case for Two-Tier ERP Deployments.” Constellation Research, Inc. February 28, 2011.

Related Resources And Links

20100419 Tuesday’s Tip: Dealing With Pesky Software Licensing Audits

20090714 Research Summary: An Enterprise Software Licensee’s Bill of Rights, V2

20101214 Tuesday’s Tip: Dealing With Vendor Offers To Cancel Shelfware And Replace With New Licenses

20100308 Monday’s Musings: Decoupling Support From Maintenance – What Apps Vendors Can Learn From Microsoft Dynamics

20100222 Monday’s Musings: Why Users Should Preserve Their Third Party Maintenance Rights

20100104 News Analysis: SAP Revives Two-Tier Maintenance Options

20090210 Tuesday’s Tip: Software Licensing and Pricing – Do Not Give Away Your Third Party Maintenance And Access Rights

20090709 Tuesday’s Tip: Do Not Bundle Your Support and Maintenance Contracts!

20091222 Tuesday’s Tip: 10 Cloud And SaaS Apps Strategies For 2010

20091208 Tuesday’s Tip: 2010 Apps Strategies Should Start With Business Value

20091102 Best Practices: Lessons Learned In What SMB’s Want From Their ERP Provider

20091006 Tuesday’s Tip: Why Free Software Ain’t Really Free

20090504 News Analysis: Oracle Waives Fees On Extended Support Offerings

20080909 Trends: What Customers Want From Maintenance And Support

20080215 Software Licensing and Pricing: Stop the Anti-Competitive Maintenance Fee Madness

20090405 Monday’s Musings: Total Account Value, True Cost of Ownership, And Software Vendor Business Models

20090324 Tuesday’s Tips: Five Simple Steps To Reduce Your Software Maintenance Costs

20090223 Monday’s Musings: Five Programs Some Vendors Have Implemented To Help Clients In An Economic Recession

20091012 Research Report: Customer Bill of Rights – Software-as-a Service

20090910 Tuesday’s Tip: Note To Self – Start Renegotiating Your Q4 Software Maintenance Contracts Now!

20090721 Tuesday’s Tip: 3 Approaches To Return Shelfware

20090127 Tuesday’s Tip: Software Licensing and Pricing – Now’s The Time To Remove “Gag Rule” Clauses In Your Software Contracts

Reprints

Reprints can be purchased through Constellation Research, Inc. To request official reprints in PDF format, please contact sales (at) ConstellationRG (dot) com.

Disclosure

Although we work closely with many mega software vendors, we want you to trust us. For the full disclosure policy, stay tuned for the full client list on the Constellation Research website.

Copyright © 2001 – 2012 R Wang and Insider Associates, LLC All rights reserved.

 

New C-Suite Tech Optimization Innovation & Product-led Growth Leadership Chief Experience Officer

Constellation Research Announces Research Theme Details – The Future of Work

Constellation Research Announces Research Theme Details – The Future of Work

Constellation Research, Inc. addresses the forces transforming the traditional work paradigm with new research theme.

San Francisco, California - March 12, 2012 Constellation Research, Inc. announced today the public launch of its new research theme, The Future of Work, which will analyze the technological, demographical and cultural forces challenging the traditional paradigm of work. As a next generation research analyst and advisory firm, Constellation has identified a confluence of trends across people, processes and technology that are influencing today's working environment. The Future of Work not only analyzes those trends and their effects, but arms clients with the knowledge to utilize those trends to create an engaged, empowered and efficient workforce.

Constellation Vice Presidents and Principal Analysts Yvette Cameron and Alan Lepofsky will lead this new research theme and have been building the IP and research since late 2011. A veteran HR technology executive, Yvette Cameron brings over 20 years of experience in designing, developing, communicating and managing global HR technology solutions. Cameron will provide research and advisory services to clients seeking to understand how organizations can attract, engage, mobilize and inspire their next generation workforce in the future of work. Much of Cameron’s research will address the shift from transactional systems to engagement and experiential systems to drive better business outcomes, as well as the related shift in workforce intelligence as social, business and workforce measures converge. Her research will also explore the impacts and opportunities brought about by the transformation of traditional talent management processes through disruptive technology.

"For organizations to thrive in the future of work, they will need to embrace both evolutionary and revolutionary approaches in how they engage and manage their workforce.  The opportunity has never been greater for HR to take the lead in driving business results through workplace transformation." - Constellation Research, Inc. Vice President and Principal Analyst, Yvette Cameron   
 
Alan Lepofsky, backed by almost two decades of experience at IBM and Socialtext, serves as Constellation’s resident social business and enterprise collaboration expert. Alan will provide research and advisory services centered around the technological and cultural changes that are impacting the way people author content, share knowledge and engage with both internal and external communities. His research will educate organizations on how they can enhance their core business processes with social features, empowering employees to get work done more efficiently and effectively.

"I enjoy helping organizations of all sizes, find ways to improve how employees work together to create and share information both internally and with their external communities." - Constellation Research, Inc. Vice President and Principal Analyst, Alan Lepofsky

 
The Future of Work research agenda includes topics such as:

 

  • Enterprise Collaboration Market Overview
  • New People-Centric Business Applications
  • Changing Workforce & Business Landscapes
  • Getting Work Done: Work Management Software
  • Standards for Social Software
  • Enterprise Application Store Maturity Model
  • Social Analytics
  • Business Impact Through Social People Processes
  • Business Impact Through Next Generation People Insights

 
In addition to research and advisory produced by the Future of Work theme leads, Alan Lepofsky and Yvette Cameron, look for research and advisory dealing with the Future of Work from other Constellation Research, Inc. analysts:
 
Neil Raden and Barry Wilderman - Big Data and Analytics
Brent Kelly and Elizabeth Herrell - Unified Communications
Ray Wang - Enterprise Gamification, Social Business
Paul Papadimitriou and Charles Brett - Mobile computing

Future of Work Overview Webinar

 

ABOUT CONSTELLATION RESEARCH, INC.

*?Constellation Research is an award winning, specialty research and advisory firm that serves business leaders who seek to unleash the power of emerging and disruptive technologies.  Our analysts start by understanding the business objective, applying real world experience and insights, and then incorporating disruptive technologies and business models as appropriate.  We cater to board of directors and c-suite executives looking for an edge in business model and technology innovation.  Research outputs always provide an insightful buy-side point of view.

Why Your Mission Is Our Mission

In today’s business environment, the rate of change is not only constant, but also rapidly escalating.  New business models by upstarts disrupt competitors with increasing frequency in all industries and markets.  In just 10 years, even 5 years, or dare say 24 months, many established companies have been left vulnerable, beaten down, and toppled by new upstarts.  Why? Business leaders have been too slow to react to their customers and the changes happening in the societal, technological, environmental, economic, and political fronts.

In business models, products are now excuses to sell services.  Product innovation cycles have shortened from years to months to weeks.  On the work front, five generations in the workforce disagree on where to work, how to work, when to work, and why to work.  Add the current trend of consumerization of IT to the pace of change and business leaders must strategically determine which new technologies should be considered.

Unfortunately, the legacy research analyst firms and advisory firms continue to fail their clients when faced with these new challenges. Why? Their myopic focus on an IT centric point of view ignores the realities of the market.  In fact, Constellation estimates that the average IT budget is down 5% year over year and at best up 2% among the most innovative companies.  However, tech spending is up on average 18 to 22% at the most innovative firms.  What’s happened? The buying power has shifted and business leaders increasingly take control of how they are applying technologies to their business while whittling down the corporate IT budget for operational efficiencies.

Why Your Success Is Our Objective

We’re business leader and business value focused. Constellation differentiates itself in the market in two ways by:

  • Focusing on the board room and C-suite point of view.  Constellation’s research addresses the needs of boards, CEOs, CFOs, CIOs, CMOs, CHROs, CPOs, CSCOs, and COOs.
  • Addressing the business problem first.  Research starts by addressing business value and then applying where disruptive and emerging technologies may play a role.

The result – Constellation serves as a coach and advisor to senior business leaders working on tough business problems including:

  • The future of work
  • Next generation customer engagement
  • Matrix commerce across the supply and demand chain
  • Consumerication of IT and the new C-suite
  • Big data, analytics, and performance management
  • Legacy technology optimization and innovation
  • Digital marketing transformation

 

We look forward to serving you with Insight, Inspiration, and Impact.

*Constellation Research, Constellation SuperNova Awards and the Constellation Research logo are trademarks of Constellation Research, Inc. All other products and services listed herein are trademarks of their respective companies.

Press Contacts:

Contact the Media and Influencers relations team at Press (at) ConstellationRG (dot) com? for interviews with analysts or call +1.650.918.6619

Sales Contacts:

Here’s how to reach our sales team:

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Phone: +1.786.383.4241
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?Office: +1.719.357.7826?
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Office: +1.917.397.2915
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Infor and Salesforce.com: More Than a Barney Relationship

Infor and Salesforce.com: More Than a Barney Relationship

Last year, Infor's CEO Charles Phillips took the stage with Salesforce.com's Marc Benioff to announce a partnership between their two companies. Coming in the midst of all the other announcements during Dreamforce, it would be easy to miss the significance of this one.

Now, with another announcement today, there is another step forward, which should be seen in light of the mutual commitments that Infor and Salesforce are making to each other:


  • Out-of-the-box integration. Today's announcement is for a new software product, Inforce Everywhere. This is a native Force.com application that will make back office data from Infor's various ERP systems available to users within Salesforce.com's CRM applications. It also makes key Salesforce.com entities available within Infor ERP, as shown in the graphic nearby. See today's press release for more details. Additional products in the Inforce series are due out over the next 18 months.
  • Reseller relationship. As announced at Dreamforce, Infor is now a reseller of Salesforce.com's Sales Cloud and Service Cloud, one of only three third-parties to attain this status. (The other two are Intuit and Dell.) This means that Infor can now sell SFDC and deliver first-level support to Infor's own customers.
  • Financial commitment. Also, as announced at Dreamforce, Salesforce.com has become a financial investor in Infor. Salesforce has skin in the game.

Taken together, these three commitments mean that the partnership between Infor and Salesforce.com is much more than the typical tech industry "Barney Partnerships" (I love you, you love me) that never go much beyond the press release and perhaps a few joint deals.

On the surface, the two may appear to be strange bedfellows: Infor, commonly seen as a roll-up older enterprise software companies, and Salesforce--the hot young leader of a new breed of cloud apps providers. But dig a little deeper and you can see how this relationship--which has real and substantial commitments--makes a lot of sense for both parties and for their joint customers.

What's in It for Infor?

By teaming with Salesforce, Infor gets immediate credibility in cloud computing. Rather than build its own true cloud-based sales or customer service functionality, Infor joins forces with the leader in this market space.

There's not much product overlap. Interestingly, although Infor has dozens of products in its portfolio, it does not have a best-of-breed CRM offering. Several of its ERP offerings, such as LN and Syteline, have their own SFA offerings, but those are limited to customers of those ERP systems. Its one standalone CRM product, Epiphany, is more of a marketing automation solution (and, in fact, will be the focus of a future product in the Inforce series).

Finally, Infor now becomes an option for Salesforce.com's many CRM customers who are looking for ERP solutions. Because Salesforce does not offer a complete business suite, cross-referrals from Salesforce can be an attractive sales channel.

What's in It for Salesforce?

Though not immediately apparent, the benefits to Salesforce.com may be even greater. For further growth, Salesforce needs new channels. Moreover, with over 70,000 customers, Infor's installed base is a large market. In terms of ERP revenue, the No. 1 player (SAP) and No. 2 (Oracle) are both fierce competitors to Salesforce, leaving Infor (No. 3) as the largest available option. (Microsoft, also with a large ERP installed base, is likewise a head-to-head competitor with Salesforce.com). The more I think about the larger market dynamics, the more Infor appears to be a great choice for Salesforce. The fact that Salesforce is putting its money where its mouth is (i.e. becoming an Infor investor) is further evidence that Marc Benioff views this relationship as strategic. On a side note, Benioff will be speaking at the Infor's annual user conference in Denver this year, in April.

What's in It for Infor Customers

Of course, Infor customers and prospects now will have an option to go with the market leading solution for cloud CRM. Furthermore, today's announcement of out-of-the-box integration will make the decision easier. Many ERP users choose Salesforce.com today, but I have seen first-hand that integration concerns do produce friction in the sales process. Salesforce and its implementation partners have some good answers for how they will handle integration, but generally each deal is a custom integration, raising uncertainty about the effort and cost.

What Inforce Everywhere does, in my mind, is to make ERP the system of record for Salesforce.com entities that should be managed in ERP: customers, contacts, quotes, orders, shipments, invoices, payments, and returns. Most problems with ERP/CRM integration involve duplicate and redundant data. If Inforce Everywhere works as advertised, it takes away buyer concern about integration and offers a 360 degree view of the customer to users of both CRM and ERP.

What Could Go Wrong?

Although overall I'm positive about the Infor-Salesforce partnership, it's important to take a balanced view. So what are the potential pitfalls? I can think of several.

  • Will Infor's direct sales and partner channel be eager to resell Salesforce.com? Selling traditional software licenses carries large up-front commissions and recurring maintenance revenue. Other traditional vendors have had a hard time making the transition to selling subscriptions. It's easier if there is a completely separate sales channel for cloud, but I haven't heard that Infor is planning that. If so, how will Infor overcome the inherent disincentives to selling Salesforce?
  • Will Infor's customers really be a large market for Salesforce? The 70,000 customer number may be a bit misleading, as a significant percentage of those customers are on older versions of Infor products that will not be able to take advantage of Inforce Everywhere (which uses Infor's new lightweight ION middleware for integration.) Furthermore, Inforce Everywhere today is only available for Infor's LN (formerly Baan) and its distribution systems (A+ and SX.e). Infor's XA (formerly MAPICS), Syteline, and Visual are scheduled for Q2 this year, followed by S21, Sun Systems, LX, M3 (formerly Intentia), and Adage integrations later this year and next year. (Interestingly, I do not see Lawson's S3 on the roadmap that Infor shared with me last week.) When taken together, this means that the addressable market for Inforce Everywhere is less than meets the eye, at least for today.
  • Will Salesforce.com customers choose Infor over other options? Infor is not the only ERP choice for Salesforce customers, and Salesforce's relationship with Infor is not exclusive for ERP. In fact, there are other ERP providers--notably Rootstock and Kenandy--that are built purely on Force.com. If one counts more narrow providers, such as FinancialForce and Glovia, the options multiply. With the exception of Infor's Syteline as a cloud-based offering, all of Infor's ERP solutions are traditional on-premise or, at best, hosted offerings. How attractive will these be to Salesforce.com customers that have made a commitment to cloud computing?

Although there are several obstacles to success, I see great value in this partnership. Infor's customers now have an interesting and compelling way forward for CRM and for cloud computing generally, while Salesforce.com has a great opportunity to do an end-run around SAP and Oracle to gain mind-share with a large body of installed ERP customers.

I look forward to hearing the experience of some early adopters of Inforce Everywhere at the Inforum conference in April.

Related Posts

How to Become a Chief Innovation Officer (Re: Infor's Integration Strategy)
New details on Infor's Lawson acquisition

Tech Optimization

Executive Profiles: From Transaction To Engagement – Michael Park, Microsoft Business Solutions

Executive Profiles: From Transaction To Engagement – Michael Park, Microsoft Business Solutions

Welcome to a new series of interviews for 2012 with business leaders making the move from transaction to engagement. The interviews provide insightful points of view from a customer, industry, and vendor perspective.  We’ll be taking limited interviews throughout the year for publication as we also try to catch up on the Disruptive Tech Leaders series.

 

Michael Park, Corporate Vice President of Microsoft Business Solutions

Biography

Michael Park is the corporate vice president of Microsoft Business Solutions (MBS) sales, marketing and operations at Microsoft Corp. MBS develops and markets Microsoft Dynamics, a line of simple to learn and use enterprise resource planning (ERP) and customer relationship management (CRM) applications which bring together a broad array of Microsoft software and online services to deliver end-to-end business solutions for customers. Microsoft Dynamics is designed to work the way people and organizations work, enable them to make more informed decisions, and is delivered through a global network of partners with deep industry expertise.

Park is a software industry veteran with more than 20 years of experience in key leadership roles, most recently as head of Microsoft’s U.S. Small and Midmarket Solutions & Partners (SMS&P) Group leading sales, marketing and partner professionals, including U.S.-based Microsoft Dynamics partners, serving more than 6 million business customers.

Prior to joining Microsoft in October 2005, Park held key leadership positions with major companies such as SAP where he defined the market strategy for the company’s service-enabled business applications platform and built the infrastructure of people, processes and systems for small and mid-sized businesses. He also defined product strategy and pioneered Siebel Systems Inc.’s first vertical CRM solution for consumer products and life sciences. Park began his career in sales and brand management at Procter & Gamble.

Park has an MBA from Harvard University and a bachelor’s degree in economics from the University of Rochester.

The Interview

1. Consumerization of IT (CoIT) is playing larger role in the daily lives of workers and the workforce. How do you see this shift playing out?

Michael Park (MP): Ray, it comes down to people. In our case, it’s making business applications easier for people to consume. If people can’t do their jobs better, then the technology isn’t delivering on its promise. Why? People are the heart of every business and you have to empower them for success. What’s happening on the consumer side is that people are getting their hands on some really exciting technology that is easy for them to use and this is getting those in the enterprise thinking. People want to work with anyone, anywhere, on any device; they want to be connected. And even though running an enterprise requires complex technology, this trend is forcing us to address the customer experience. It is where the rubber hits the road– the power button is the training manual. It has to be that easy for everyone.

2. In this new shift from transaction to engagement, what changes within organizations from culture, to process, to technology do you anticipate happening in the next three to five years?

(MP): I think this shift will put enormous pressure on IT to deliver effective technology and flexibility at low cost to the end users. Business apps will need to enable the connected state; anytime, anywhere, through any device. These new apps must support how people work and the fact that they want to work collaboratively and communicate with other people, systems and data both internally and externally. Simply rendering forms and lists doesn’t cut it anymore. Apps of the future are connecting people across organizational boundaries, across the business ecosystem and across cultures, time zones, and languages. Culturally it means that employees will be impactful if they can actually use the applications they implement the way they expect them to work. This leads to better context upstream and downstream which helps you not only make better decisions but have better ideas about how you can move the business forward. And that is also where flexibility comes into play. Business applications will need to be flexible enough to change, create, and refine themselves on a different order of magnitude than what’s previously been possible and this needs to go hand in hand with ease of use.

So in the next three to five years, if we give the software the ability to do this, employees will be in a good position to make decisions and deliver impact. When an employee or employer is making a difference, it’s the highest level of impact and accomplishment. If all your apps can help that happen then you are on your way to becoming a dynamic business and leveraging the full power of what your people can do.

3. How are your customers and partners addressing this larger trend in the market?

(MP): I’m seeing a fundamental shift in how people think about IT as a strategic asset. I’ve been in the business for the better part of 20 years. When I spoke to CFOs, our conversations used to be about business process connection and control. Now, CFOs would rather know if this solution can deliver immediate value and if end users will adopt it. At the end of the day, the system has no value if no one uses it. Our customers are moving more and more in this direction. We support our customers to – consume as they need it, justify the value along each step of the way, rapidly iterate, drive for end user adoption and satisfaction; this is fundamentally different from the way enterprise software was sold ten years ago. Sadly there are still players out there trying to do it the old way but I think they will have to adapt or die.

Seriously, why should we lock our customers in, forcing them to have shelf ware that they can’t possibly take advantage of over the next 5 years? We’re training our partners to make this shift as well. We’ve been on the journey to transform our channel for the past couple years; focusing them on repeatable IP, vertical differentiation, incredible customer service, and focus on speed and agility to generate profitability. The future of business applications is less about writing code and more about declarative modeling to close the last mile of the business requirements. As you know, a lot of people talk about this but few understand how big this transformation is.

4. How is your company designing and building services or creating policies to address this?

(MP): Business applications of the past have been wrought with dismal end user satisfaction, high expense and low adoption. In the past, it was about company control. Today’s business applications have to empower and inspire individuals. Studies show that engaged employees stay for what they give, not for what they get. When you make impact, that’s how you get the best satisfaction, which improves your overall culture, and the energy within your company.

Microsoft starts by helping individuals make that impact through pervasive connections and the power to drive the business. In the history of business applications, this is the challenge between line of business and IT’s ability to respond. This gap is a high point of friction. How can IT support the needs of business in this environment? We are in a new economic reality and businesses need to be more agile than ever before. This puts a lot of tension on the friction line. To ease this tension, we focus our design on delivering business applications along 3 unique dimensions:

  1. Make people more proactive through business applications which are more proactive. Think about where we’ve come from – transactions. Engagement only happens when the apps are smart enough to help users have insights they didn’t have before. Or when we automate the mundane tasks so that end users have the power and insight to see where they can go or what they can do. Our approach is moving beyond the transaction to insight and corresponding action as well, all within the application. Most systems today are still largely transactional with another BI system that you need to punch out to in order to get the insights and then there is really no path to action.
  2. Support connected organizations. People need to be connected internally and externally—we are just at the cusp of what is possible in this realm. We need to look at connecting the right people, with the right systems, and the most telling data. Take all the data that exists. The Big Data strategy needs to help our customers reach new insights, while staying connected with consistency across devices and platforms.
  3. Instant on workloads and suites. Let’s free people from the grip of legacy business applications. Cloud is important but it’s more than just the cloud that gets us there. Let’s give people the power of choice for public cloud, private cloud and\or on-premises based on how they need to consume software. Let’s give customers the option to deploy specific business workloads (sales productivity, expense reporting, treasury management, etc.) incrementally or deploy a comprehensive suite with unprecedented speed and value. In large enterprises, let’s allow customers to use operational workloads such as two-tier ERP to surround an existing legacy ERP system in HQ. This is a more effective way to dealing with globalization and serial expansion. Delivery by the workload level provides an incredible amount of agility. Once you put the first workload in, you simply turn on the next one and guess what? It just works! This is a profoundly different approach from today’s choices of keeping the spaghetti bowl of point solutions tied together or consuming the elephant of an enterprise suite to only use 5% of the functionality.

These are 3 areas that Microsoft is uniquely suited to deliver due to our explicit commitment to simplicity and agility in all things we do, our cloud innovation which gives customers the power of choice in terms of how to utilize cloud, and leveraging the consumerization of IT through our assets like Bing, Kinect, Office, Windows etc. combined with the power of Microsoft Dynamics to create truly compelling experiences that drive end user adoption and lowers training costs.

5. A lot is happening in disruptive technologies and business models. If you weren’t doing what you were doing today, what would you pursue next?

(MP): There are two things that I have a deep passion for. One is being able to make a material impact in helping others achieve their success. The second is redefining the status quo through creativity and innovation to find a better way. Education is an area that still begs for more and being able to empower and equip students with the knowledge and leadership skills by which to succeed would be a dream.

6. What’s your favorite innovation of all time or what’s been most inspirational to you?

(MP): Ray, it was 1980 and it was called the TRS80. Remember that one? It was a real beauty. The spreadsheet is a close second; I’ve been happily creating concept to reality in them ever since…

Your POV

What do you think? Got a question for Michael? Add your comments to the blog or reach me via email: R (at) ConstellationRG (dot) com or R (at) SoftwareInsider (dot) com.

To be considered for From Transaction To Engagement Innovators series, please reach out to Elaine (at) ConstellationRG (dot) com.

Reprints

Reprints can be purchased through Constellation Research, Inc. To request official reprints in PDF format, please contact sales (at) ConstellationRG (dot) com.

Disclosure

Although we work closely with many mega software vendors, we want you to trust us. For the full disclosure policy, see the full client list on the Constellation Research website.

 

Future of Work New C-Suite Next-Generation Customer Experience Tech Optimization Innovation & Product-led Growth Leadership Chief Experience Officer

Future of Work - Research Theme Overview

Future of Work - Research Theme Overview

Overview of Constellation's business-focused research theme. Yvette Cameron and Alan Lepofsky.

Future of Work Chief People Officer On <iframe src="http://player.vimeo.com/video/38066341" width="500" height="331" frameborder="0" webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe>
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A Deeper Look at the Oracle/Taleo and SAP/SuccessFactors Acquisitions

A Deeper Look at the Oracle/Taleo and SAP/SuccessFactors Acquisitions

Alan Lepofsky, Frank Scavo, R "Ray" Wang, and Yvette Cameron discuss the Oracle-Taleo, SAP-Successfactors acquisitions. Originally aired February 14, 2012.

Future of Work Next-Generation Customer Experience Tech Optimization Chief Executive Officer Chief Financial Officer Chief People Officer Chief Information Officer On <iframe src="http://player.vimeo.com/video/36872455" width="500" height="266" frameborder="0" webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe> <p><a href="http://vimeo.com/36872455">Webinar - For Better or For Worse: A Deeper Look at the Oracle/Taleo and SAP/SuccessFactors Acquisitions</a> from <a href="http://vimeo.com/user5742769">Constellation Research</a> on <a href="http://vimeo.com">Vimeo</a>.</p>
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Quark Summary: What Every CMO Needs To Know About The Six C's Of Customer Engagement

Quark Summary: What Every CMO Needs To Know About The Six C's Of Customer Engagement

Forward And Commentary

CMO’s seeking to avoid the desensitization that comes with the adoption of new media will want to quickly deploy the Six C’s of Customer Engagement.

A. Introduction

Social media effectiveness for brands and enterprises will rapidly mirror the trends that email and web sites experienced during the late 1990?s to early 2000?s.  In fact, social media adoption has passed ubiquitous usage and has mostly begun the process of relevant deployment.  Avoidance of  Phase 4 Desensitization can be avoided by applying the Six C’s of Engagement (Figure 1.)

B. Research Findings

Recent early adopter surveys identify five key phases of social media adoption:

  • Phase 1: Eager early adopters. Users eagerly experimented in the newness of the medium.   Early adopters attempt to apply the medium to everything.
  • Phase 2: Ubiquitous usage. Rapid adoption put the medium in the hands of the masses.  Adoption exceeds 50 million users.
  • Phase 3: Relevant deployment. Brands and enterprises apply the medium to the right business use cases and processes.
  • Phase 4: Desensitization and fatigue. Inundated with marketing, bombarded with irrelevant content, and tired of the newness of the medium, customers begin tuning out.
  • Phase 5: Rejuvenation. Maturation of the medium ushers an improved era of engagement apply the Six C’s of Engagement.

The Six C’s Of Customer Engagement provide strategies to overcome desensitization and fatigue

  1. Community. Location for engagement.
  2. Content. Topics that drive engagement.
  3. Context. Relevance that create engagement.
  4. Catalysts. Events or actions that facilitate engagement.
  5. Currencies. Monetary and non-monetary exchange of value behind engagement.
  6. Cadence. The frequency of interaction

Figure 1. The Six C’s of Customer Engagement Overcomes Desensitization And Fatigue

The Bottom Line: Apply the 6 C’s of Engagement Or Be Left Behind

The brands and enterprises who apply the Six C’s of engagement in the next 6 to 12 months will avoid mass alienation among existing customers and potential prospects.  Application of the 6?s should align with existing business processes and lead to quantifiable outcomes.

C. Report Links

The report is part of Constellation’s Unlimited Quark library and will be made available for purchase after March 23rd, 2012.

Your POV

What strategies and tactics are you using to drive engagement?  How do you measure success.  Add your comments to the blog or send us a comment at R (at) SoftwareInsider (dot) org or R (at) ConstellationRG (dot) com

Please let us know if you need help with your Social CRM/ Social Business efforts.  Here’s how we can assist:

  • Assessing social business/social CRM readiness
  • Developing your social business/ social CRM  strategy
  • Vendor selection
  • Implementation partner selection
  • Connecting with other pioneers
  • Sharing best practices
  • Designing a next gen apps strategy
  • Providing contract negotiations and software licensing support
  • Demystifying software licensing

Related Research:

Reprints

Reprints can be purchased through Constellation Research, Inc. To request official reprints in PDF format, please contact Sales .

Disclosure

Although we work closely with many mega software vendors, we want you to trust us. For the full disclosure policy, stay tuned for the full client list on the Constellation Research website.

* Not responsible for any factual errors or omissions.  However, happy to correct any errors upon email receipt.

Copyright © 2001 – 2012 R Wang and Insider Associates, LLC All rights reserved.
Contact the Sales team to purchase this report on a a la carte basis or join the Constellation Customer Experience!

 

Next-Generation Customer Experience Innovation & Product-led Growth Leadership Chief Experience Officer

Constellation Research Announces New VP of Sales for End User Communities

Constellation Research Announces New VP of Sales for End User Communities

New York, New York – March 5, 2012 Constellation Research, Inc. announced today that veteran sales executive Terence Vaughan has joined the company as VP of Sales for end user communities. Vaughan is responsible for driving the growth and expansion of Constellation’s North America sales and business development efforts. 

Terence Vaughan brings over 15 years of experience in developing and managing strategic business relationships, sales and account management with global organizations. Throughout his career, Vaughan has proven himself a leader as he has routinely developed strategic relationships with key industry business leaders in Finance, Technology and Transportation; resulting in global long term consulting engagements. 

“Clients seek trusted advisors in their research sales teams which is why we're excited to have Terence on board,” said Constellation Research CEO, R “Ray” Wang. “Terence brings not only the experience and enthusiasm our clients expect, but also a refreshing relationship-focused approach tailored around our client's requirements.  Unlike the legacy analyst firms who often push large expensive research contracts barely read by the team, Constellation's offerings allow clients to flex up and flex down on what they need in research as a service, advisory, events, and career developing opportunities.  Terence will play a critical role in ensuring our client's success.”

“I am impressed by Constellation’s organic approach to the enterprise.  As opposed to many analyst research firms which focus on driving change through one or two business units – Constellation’s approach targets the needs and challenges of the entire organization. I look forward to working with this stellar team of analysts to bring real value to our clients” said Terence Vaughan, VP of Sales and Business Development, Constellation Research.

Terrence’s past roles have included VP of Sales at Gemba Systems; a start up IT consulting services firm; where he was responsible for building the sales infrastructure as well as all aspects of business development and sales.  In addition, Vaughan has held key sales and business development roles at Valtech, PeopleSoft, and Eastman Kodak. He attributes his success to his ability to establish trusted and collaborative relationships with his clients where he understands their perspective and strategizes with them to achieve their goals. 

Vaughan is a graduate of New York University.

 

Coordinates

Twitter@VaughanTA
Geo: New York, New York
Email: Terence (at) ConstellationRG (dot) com?
Office: 917-397-2915

 

ABOUT CONSTELLATION RESEARCH, INC.

*?Constellation Research is an award winning, specialty research and advisory firm that serves business leaders who seek to unleash the power of emerging and disruptive technologies.  Our analysts start by understanding the business objective, applying real world experience and insights, and then incorporating disruptive technologies and business models as appropriate.  We cater to board of directors and c-suite executives looking for an edge in business model and technology innovation.  Research outputs always provide an insightful buy-side point of view.

Why Your Mission Is Our Mission

In today’s business environment, the rate of change is not only constant, but also rapidly escalating.  New business models by upstarts disrupt competitors with increasing frequency in all industries and markets.  In just 10 years, even 5 years, or dare say 24 months, many established companies have been left vulnerable, beaten down, and toppled by new upstarts.  Why? Business leaders have been too slow to react to their customers and the changes happening in the societal, technological, environmental, economic, and political fronts.

In business models, products are now excuses to sell services.  Product innovation cycles have shortened from years to months to weeks.  On the work front, five generations in the workforce disagree on where to work, how to work, when to work, and why to work.  Add the current trend of consumerization of IT to the pace of change and business leaders must strategically determine which new technologies should be considered.

Unfortunately, the legacy research analyst firms and advisory firms continue to fail their clients when faced with these new challenges. Why? Their myopic focus on an IT centric point of view ignores the realities of the market.  In fact, Constellation estimates that the average IT budget is down 5% year over year and at best up 2% among the most innovative companies.  However, tech spending is up on average 18 to 22% at the most innovative firms.  What’s happened? The buying power has shifted and business leaders increasingly take control of how they are applying technologies to their business while whittling down the corporate IT budget for operational efficiencies.

Why Your Success Is Our Objective

We’re business leader and business value focused. Constellation differentiates itself in the market in two ways by:

  • Focusing on the board room and C-suite point of view.  Constellation’s research addresses the needs of boards, CEOs, CFOs, CIOs, CMOs, CHROs, CPOs, CSCOs, and COOs.
  • Addressing the business problem first.  Research starts by addressing business value and then applying where disruptive and emerging technologies may play a role.

The result – Constellation serves as a coach and advisor to senior business leaders working on tough business problems including:

  • The future of work
  • Next generation customer engagement
  • Matrix commerce across the supply and demand chain
  • Digital marketing transformation
  • New organizational models including People-to People Networks
  • The new C-suite
  • Big data, decision systems, and information management
  • Business value frameworks and metrics for success
  • Energy management and green tech
  • Legacy technology optimization

We look forward to serving you with Insight, Inspiration, and Impact.

*Constellation Research, Constellation SuperNova Awards and the Constellation Research logo are trademarks of Constellation Research, Inc. All other products and services listed herein are trademarks of their respective companies.

 

Press Contacts:

Contact the Media and Influencers relations team at Press (at) ConstellationRG (dot) com? for interviews with analysts.

 

Sales Contacts:

Here’s how to reach our sales team:

Alexandre Mesquita (Global Head of Sales)
Phone: +1.786.383.4241
?Twitter: @amesquit
 
David Stanley (North America)?
?Office: +1.719.357.7826?
Twitter: @kiwigate
 
Sachin Gosavi (India)?
Office: +9.19822555012?
Twitter: @sachingo
 
Terence Vaughan (Clients)
Email: Terence (at) Constellationrg (dot) com
Office: +1.917.397.2915
Twitter: @VaughanTA

 

Best Practices: From First To Worst: Continental In A Post United World, Lessons In Next Gen Customer Experience

Best Practices: From First To Worst: Continental In A Post United World, Lessons In Next Gen Customer Experience

Multiple Respected Research Survey Results Confirm Frequent Flyer Observations

It’s official. In multiple respected customer experience research reports that cover the airline industry, the results are in.  Despite the numerous attempts by CEO Jeff Smisek to gloss over the issue with increasingly slicked up, feel good, on board welcome ads, Continental’s customer satisfaction numbers have reached the abyss of United’s.  While United Holdings may tout their most admired status in the airline industry by Fortune, the award is measured by corporate executives, airline executives, boards of directors and industry analysts – basically not the customers and passengers who fly United Holdings.  On multiple flights this year, I’ve personally heard Continental flyers groan and boo out loud every time they see the welcome aboard video where Jeff Smisek touts how he’s out to help customers, tells them why they are going to like this merger, and brags about how many planes he’s painted in the new livery.  Flight attendants and pilots roll their eyes as well.

What was pure emotional speculation and conjecture can now be quantified.   A quick glance at the latest Temkin Group: Temkin Experience Ratings shows Continental scores as bad as United – basically smack in the poor category (see Figure 1.)Travel Industry benchmark, Atmosphere Research’s US Airline sentiment shows United at the bottom with US Airways.  Even legacy analyst firm, Forrester’s 2012 Customer Experience Index shows a 5% drop for United and a 11% drop for Continental (you’ll need to pay for a subscription to read the results.)  Asked about Continental and United’s customer experience performance, CX Transformist & Managing Partner, Bruce Temkin (@btemkin) pointed out that, “The overall industry actually had a modest improvement between 2011 and 2012 and only two carriers had significant drops: American and Continental. As these economically challenged big airlines focus on wringing out costs, they also squeeze the soul out of their brand, their employees, and the experiences they provide to customers.

Figure 1.Temkin Experience Ratings Shows Continental Falling to United Levels of Poor Customer Experience

Source: Temkin Group

Many Continental employees agree. In a conversation with a Houston senior Flight Attendant who chose to withhold her name for fear of retribution, she stated, “It’s all ‘Jeff’ed’ up! All the goodness of Continental is going away.  Since Jeff took over, they no longer care what we think and sadly, we think they no longer care what customers think.”  A conversation with a few Newark Red Coats in January revealed similar sentiment as they mustered up, “It’s the worst since Lorenzo. The management team is disconnected with the staff. We’re reverting back to pre-Gordon as Jeff destroys our morale.”  One of then pulled me aside and said, “We’re still Continental at heart and I’ll do the best I can while we can. Please stay with us!”

Figure 2. Atmosphere Research’s U.S. Airline Sentiment Scores From August-December 2011 Show United Near Bottom

Source: Atmosphere Research

Gordon’s Magic Fades Away With Smisek’s Ascent

In 1994, Continental was the most hated airline in the industry.  The airline was in the pits after one of the worst airline managers, Frank Lorenzo had destroyed the airline and left it for dead. Amidst the ashes, former Boeing executive, Gordon Bethume took over the reigns and created a new culture. In fact, his bold leadership launched a new era that would create a 15 year run of loyal and satisfied customers. It started with the simple programs from reducing employee absenteeism with Ford Explorer giveaways for perfect attendance, to suing Delta at the Atlanta Hartsfield Airport for limiting carry on sizes with the X-Ray machine grates after Continental worked to put in bigger bins. Continental emerged as a favorite among loyal travelers for its service and was seen as the customer’s airline.  With a deluge customer satisfaction awards, Gordon had moved the airline from “Worst to First”.

Gordon’s successor, Larry Kellner, continued the tradition with the introduction of DirecTV, lie flat seats, and even improved service qualities amidst 9/11 and the economic downturn. When he stepped down, it wasn’t clear why, other than that Continental was considering a merger with United. Inside sources later revealed that Larry opposed the merger and Jeff was ready for the opportunity to be CEO at the world’s “largest airline”.

Since the merger, customers have sensed that the customer goodness of Continental has been taken away.  To be fair, loyal Global Services United customers also feel disgruntled but their numbers do not show as much change as the Continental flyers. Why? Well, most folks who flew Continental either went out of the way to fly them or truly felt the difference from great customer service. The consensus among most travelers, United was already at its bottom. “You couldn’t get any lower” said May L. a Global Services flyer out of San Francisco.

Cumulative Reduction In Service Levels Start To Take Its Toll

In fact, many loyal customers find the upgrade percentage dropping, new boarding process to be hideous, baggage handling performance down from the first bag out by 11 and last by 22 minutes policy, and small items in international and domestic first continue to be whittled away. Prior to the merger, Continental proudly declared pillows and blankets on all domestic flights as an affront to the airlines that didn’t care about customer service. Dave L, a fellow million miler from New Jersey puts it this way, “In Business First, Gordon Bethume always believed that a business person should have a great breakfast while on the flight. It could be their only meal of the day! So, you’d always get a fresh juice, yogurt, fresh fruit, eggs, mushrooms, half a baked tomato, a slice of canadian ham, a slice of turkey sausage, and some potato au gratin contraption (See Figure 3). Then the best part came with the hot breads which included a croissant, biscuit, or those awesome cinnamon rolls.

Figure 3. Gordon’s Breakfast Circa 2011 (note the salt and pepper shakers)

Now I get on a flight and they’ve gotten rid of the salt and pepper shakers – we get those cheap United paper packets. They took away one meat and we lost the mushrooms and tomatoes. Sometimes we get yogurt, but most times we don’t. In another case, they didn’t have enough meals for everyone and a few people got stuck with the cheerios and bananas. Even the basic coffee has been atrocious. We should have gotten the Starbucks stuff from United! Come on’ it’s business first, not cattle class”

On my recent trip back from India, my fellow seat mate in Business First, Deepak Sukh, Managing Director of Luminent, Inc, a leadership coaching firm that brings Indian and US companies together noted, “Even Air India is better and cheaper than this. If I had known it’d be this bad, I’d have taken Jet Airways back. Everything is wrong with this flight. From the food choices and variety, loss of hot appetizers, the entertainment is limited, what do you do on 16 hours? I’m so disappointed with this flight. This is not the typical Continental experience. I’m worried if this is what’s happening post-merger. I’ve been a Continental frequent flyer for ages. I won’t be taking this flight again.”

United Management Frankly Fails To Listen To Its Employees

In fairness to the crew on my recent journey to and from India, they were awesome.  They did their best with the utmost experience and professionalism. However, it was obvious the airline had taken away the tools to empower employees to deliver an awesome customer experience.  Comparing service levels from 2010 to 2012, here’s a list of items passengers noted and I have personally confirmed on the February 29th, 2012 flight from BOM to EWR (CO 49):

  • Not enough food for folks in coach
  • Loss of cheese cart in first
  • No more hot appetizers on selected night flights
  • 1/3 the movies of a normal flight (37 vs 80+)
  • Deferred maintenance – taped up floor in the galley (see Figure 4.)
  • Low quality of meals
  • A dirtier plane than normal
  • Priority bags put out last on the arrival belt in EWR

Figure 4.  United Quality Maintenance Now On Continental Planes

Customers Willing To Help But Is United Willing To Listen And Take Action?

And here’s more, over the past 3 months, in interviews with over 50 Platinum Elites, the results show the same level of unhappiness from the most loyal flyers.  Sadly, even the tools of communication have also been taken away or ignored.  In fact, the in flight comment cards were taken away by Jeff Smisek’s management. So how does a customer respond?  Email they say. Well, insiders note that Smisek likes to say he personally responds to every email.  Many million milers have written several times and not gotten a response until they escalated through back channels. In the past, the CEO would personally call or email back to frequent flyers. As one of Continental’s top flyers, I was a CO-Star, and I could attest that both former CEO’s Larry Kellner and Gordon Bethume always responded.  In fact, this will be a case study in my upcoming book on the New Laws of Business.

Social Media Exacerbates Transparency

Unfortunately, what’s made the situation worse, the advent of social media. A quick scan on Twitter for #united lands a slew of complaints, mostly unanswered (see Figure 5). What kind of customer experience do you create when you fail to respond to legitimate customer complaints and allow the public to so publicly express their outrage. What kind of customer service on twitter is 9 to 5? You’d think the experience from David Caroll’s “United Breaks Guitars” video would have taught them a lesson. Sadly, it hasn’t. In fact, insiders tell me that the management team believes that their lock on the routes and command of corporate accounts gives them the leeway to treat customers poorly. Others tell me that since the customer backlash from United customers on the potential removal of Economy+, they’ve been afraid to engage in social.

Figure 5. The Twitterverse Lashes Out And Not A Single United Response

Industry Analysts Speak Out On Continental United

Asked about what an airline can do to improve customer experience in a down market, I turned to leading travel analyst, Henry Harteveldt (@hharteveldt), co-founder of travel industry research firm Atmosphere Research Group — and a former Continental marketing executive.  “The United teams need to be careful — this merger is an exciting opportunity that had best not be squandered through arrogance or failing to correctly judge the market.

Though the airline will be the largest after its merger, within the US it will be only the third largest, after Delta and Southwest. Our research shows just three in 10 travelers view themselves as brand loyal — so even though there are more than 70 million members in the Mileage Plus program, United can’t take their loyalty or business for granted. United lags American, Delta, and Virgin America in offering amenities like in-flight Wi-Fi and in-seat power that business travelers, its bread-and-butter, value. Though United is adding Economy Plus to the former Continental fleet, they won’t have it on the entire Continental fleet for a while – another missed opportunity. Worse, Delta is adding a similar product to its domestic fleet (it has premium economy on its international aircraft) and, on March 1, American announced that it too would add premium economy seating. These moves weaken United’s lead.

United has announced plans to improve its long-haul premium cabin meal service, and it’s bringing the Continental in-flight entertainment content to the long-haul United fleet that have in-seat entertainment systems. It’s announced plans to add in-flight Wi-Fi to its entire fleet (only the 757s dedicated to the JFK-LAX/SFO premium service flights now have Wi-Fi ), though only a handful of aircraft will have that by the end of 2012. My advice to travelers: Borrow a page from Cold War geopolitics, and trust but verify that United is living up to its promises and your expectations. Other airlines are keenly watching to see how United handles the final elements of the merger. By all means, if you’re a loyal United or Continental traveler, stick with the airline. But if the new United doesn’t meet your expectations, let your wallet do the talking, and take your business to other airlines. If you’re an “elite” United Mileage Plus member, some other airlines may offer you a one-time match of your United Mileage Plus status in their loyalty program. Check the various airline forums on Milepoint.com and FlyerTalk.com, the two leading online communities for frequent fliers, for more information on this.

For the folks at United, don’t think March 3, “merger day,” is the end. It’s just the beginning. United must beat the basics — that is, offers superior on-time performance, that passegers’ checked bags arrive with them, that front-line staff remain consistently professional and courteous, the planes are clean, and that key consumer-facing technology channels like the website, mobile apps, online check-in, and kiosks all work reliably. As I learned when I worked in the airline business, the measure of a good airline isn’t how it operates when the weather is clear and sunny, it’s how the airline handles things when it’s snowing, you’re overbooked, and half your flights are cancelled. United must now focus to deliver a more consistent customer experience. They’ll have, at best, six months, before travelers lose patience — and before negotiations start with major corporations’ for their 2013 airline contracts. As the saying goes, you never have a second chance to make a first impression. Let’s hope United lives up to the challenge.”

Meanwhile, Bruce Temkin noted that customers should, “Choose the carriers that care whenever they can. The more that the economics favor the carriers that do a good job with the CX, the more that others will need to put CX on their executive agenda.  From an airline’s point of view executives should not, “Consider this a problem with customer interactions and recognize that its a fundamental problem in how their organizations operate. Once they understand that, they need to focus on what Temkin Group calls the four customer experience core competencies: Purposeful leadership, compelling brand value, employee engagement, and customer connectedness.

The GodFather of CRM, Paul Greenberg, devoted a post on customer experience calling United out and comparing the difference in service levels with Marriott Hotels.  The airline ignored him and never got back to him.  That utter lack of response pretty much explained how much the airline cared.

Customers “Just Want Their Airline Back”

The general verdict from frequent flyers, employees, and partners of Continental/United- “we want our airline back!” Sadly, the last Continental flight is Saturday March 3rd ( see Figure 6.)

Figure 6.  March 3rd Put An End To the Continental Legacy

 

 

 

 

Basic Customer Experience Principles Lacking At The Management Level Since Jeff Smisek’s Leadership

So what’s the lesson learned here in delivering top-notch customer experience? United and other customer service facing industries can improve with just these 5 strategies.

  1. Revisit listening to your customers. This doesn’t mean you respond to every complaint or comment. It means you understand what the root cause of the problem is and seek to address that cause.
  2. Understand that everything is public. In an age of social media it’s all public. You have to engage your customers. This means taking your understanding and involving them in the process. Show customers you are addressing the issue and also helping them understand your side of the story
  3. Stop resting on your laurels. Even the most loyal customers will bolt. Taking a customer for granted can be costly in not only money, time, but also publicity
  4. Listen to your employees. In 8 out of 10 cases, the employees know what’s going on and can provide the best feedback. In United and Continental’s case here, the failure to listen to employees is breaking the culture of the airline.
  5. Build an active community. An active and engaged community can provide United with the force multipliers to not only improve customer service, but also reduce costs. Giff Gaff in the UK has shown this with the mobile phone business. It’s a great example of getting the best of both worlds in Social Business.

Your POV

Do you want your airline back?  Have you learned from this case study?  Are you a customer facing organization looking to win by improving customer experience?  Add your comments to the blog or send us a comment at R (at) SoftwareInsider (dot) org or R (at) ConstellationRG (dot) com

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Next-Generation Customer Experience Innovation & Product-led Growth Leadership Chief Experience Officer