After Hewlett-Packard started a massive restructuring in 2012 that has caused job reductions of about 50.000 people until now, it announced in September 2015 another round of layoffs that will cut a further 10% of its workforce of 300.000 until 2018. The company will be split and move 60% of its workforce to low cost locations. That obviously opens the question what will happen with its HP Exstream product. Ever since Exstream was sold to HP, it has been lagging behind the mainstream in Customer Communications Management. HP is a huge business in deep trouble and the tiny Customer Communications segment is unlikely to contribute much to its declining software business. The Exstream product could be discontinued at any time without anyone sneezing at HP over a few upset customers. Exstream and Customer Communications is nowhere near a core element of HP’s business.
It is therefore prudent to consider a move from HP Exstream to ISIS Papyrus and gain the most extensive function set in Customer Communications. ISIS Papyrus had in difference nearly 15% growth in 2015, being the strongest in the last 10 years. On their product website, HP Exstream has apparently no other means left to compete than spreading the false rumor that the ISIS Papyrus Customer Communications functionality is being retired because we withdrew from the Gartner CCM report. Gartner stated in the report that ISIS Papyrus focuses on Adaptive Case Management or ACM. ACM enhances CCM dramatically rather than delivering less functionality. ACM like BPM makes little sense without the ability to consider and execute the natural connection between business content and process goals. CCM makes little sense without the related processes. Analysts think in artificial market segments that they protect vigorously, because if their segment is devoured by another the analyst looses his ‚expertize‘.
At ISIS Papyrus, CCM functionality is used in a 100% of all customer solutions because that is our unique selling point in the artificial ACM market segment. ACM is our unique selling point in the artificial CCM market segment. Only the Gartner Group CCM analysts do not get that. Especially in the area of supporting important and thus extensive document management processes HP Exstream has not added any such features to its portfolio. To actually make state-of-the-art Customer Experience happen, managing just the layout or the textual content of a channel message is nowhere near enough. CX processes supported through ACM make the difference!
It is easy to be happy with a current product if one does not look over the edge of the plate (of the CCM market segment) to what is happening in the industry. Rather than just updating marketing materials and clicking yes in analyst questionnaires, ISIS Papyrus is the only vendor in Customer Communications who actually enables the Customer Experience processes without the need for complex integration.
ISIS Papyrus is the only CCM solution to not only support all digital channels but to actually drive the inbound and outbound processes that make these channels work. There is a direct link between marketing and the actual business transaction that makes money. All other CCM products and especially HP Exstream require extensive integration with CX solutions or BPM to make that possible. There is no common link and management to change the content and its related process in HP Exstream. That is a natural in the ISIS Papyrus Platform. So yes, it is obvious that all Customer Communication Management solutions are not created equal. And yes, now is a good time to consider to drop a product like HP Exstream that has stopped on a busy motorway and is being overrun by everyone.
Customer engagement is NOT a new frontier but has been addressed by ISIS Papyrus years before it crept into the glossies of other CCM vendors. Exstream quotes Gartner Group as saying that “89% of companies plan to compete primarily on the basis of customer experience.” That is utter nonsense because for a 100% of companies customer experience is not a management choice but something that happens regardless of what businesses do. It is the reason we focus on an integrated solution with ACM. Designing a customer experience is utterly useless without the ability to create a seamless goal-driven interaction with the customer using business content on all channels. That becomes really difficult and expensive with a standalone CCM product such as HP Exstream. It is exactly that point that led to a conflict with the Gartner Analysts who consider that capability not-mainstream CCM, proving that ISIS Papyrus is the ONLY VENDOR who currently addresses this integration.
HP Exstream alludes that it can migrate ISIS Papyrus installations. In fact, it has not helped a single business to migrate from ISIS Papyrus and has neither the knowledge nor the product functionality to do so. Other analysts than Gartner have taken the effort to make product comparisons for real and ISIS Papyrus always comes out as a leading and innovative CCM provider with the highest level of process integration. In fact there are businesses that are migrating from HP Exstream to ISIS Papyrus.
As HP states, you should really be worried about the cost of migrating to another CCM solution and you should be seriously concerned that you don’t have the funds or bandwidth for this type of project. HP Exstream is actually proposing to just install HP Exstream as an additional CCM product and create a dramatic fragmentation and systemic breakpoint that stymies progress into a seamless Customer Experience. ISIS Papyrus has in difference always provided substantial functional upgrades for free under the maintenance agreement. There is a continuous stream of innovations as well as customer requests that are being added to the platform and its CCM functionality.
There has not been a single discontinuation of ISIS Papyrus CCM and certainly not after the installation of HP Exstream. Our strong growth comes from the powerful combination of CCM and ACM functionality. We know what our customers need and barebones CCM functionality is a dead-end.
You will get less for your money if you install HP Exstream next to ISIS Papyrus and the additional expenditure in software, consulting and training would be much better spent on actually stepping into the REAL WORLD of Customer Experience and not just following some irrelevant analyst market segments and vendor glossies.
So to add HP Exstream to your portfolio is not a big decision, it is simply the wrong one. The right move is to drop HP Exstream and other outdated CCM solutions and start investing into the future of Customer Experience!
I have been quieter on my blog for the last year as I did not see any noteworthy movement in the process and content management arena. But the recent CCM Magic Quadrant Report by Gartner Group needs to be commented in the light of our business and product strategy, that they fail to understand or more accurately chose to ignore. We have generally pretty good relationships with Gartner Group as we go to all their CIO conferences and we met many of our (also CCM) prospects there. I have thus no problem with Gartner but I find their analysts responsible for CCM lacking.
The Magic Quadrant reports by Gartner are not without criticisms and I personally find Gartner’s own claim in court that it is pure analyst opinion very telling. Gartner Group was the target of a federal lawsuit (filed May 29, 2009) from software vendor, ZL Technologies, challenging the “legitimacy” of Gartner’s Magic Quadrant rating system. Gartner filed a motion to dismiss by claiming First Amendment protection since it contends that its MQ reports contain “pure opinion,” which legally means individuals opinions which are not based on fact.
At ISIS Papyrus Software, 2015 was one of our strongest growth years ever and much of it came from the completeness of our solution in content, process, integration and user front-end. We are both expanding our existing customer base into Adaptive Case Management (ACM) with inbound and outbound content and find new midsize customers who need a fully featured and consolidated solution that also provides Mobile functionality.
This broad offering of our Papyrus Platform is however a substantial problem for analysts because it does not fit the artificial market segments created for their reports. If analysts can’t compare they do not have a job and therefore no business. Thus what can’t be compared must be made comparable. Gartner Group has a substantial conflict of interest because they make more money with the vendors they rate than the business customers they are supposed to advise. We have been a leading vendor in Customer Communications Management (CCM) since WE CREATED the market space by consolidating document mass production, individual correspondence writing and postal and print management. We still are the leading vendor in functional capability and customer satisfaction as the specialist analyst firm Pentadoc recently states.
With the recently published Magic Quadrant for CCM by Gartner Group the following statement appeared in the beginning of their paper: ‘Isis Papyrus no longer meets our inclusion criteria and is transitioning to focus more on case management.‘ They intentionally wanted to make it look as if we no longer provide CCM solutions. We asked them to revise that statement and they declined. To be included in the CCM report you need to have your own software, have more than $10 million in revenue in two major regions, and must provide five customer references. We met those requirements, but the analysts at Gartner Group did however not spend more than ten minutes to look at our solution and showed no interest in the substantial functional enhancements that are our key differentiators. All they wanted was filled out checklists that contained mostly outdated questions mostly in regards to company market position and strategy.
After a few fruitless discussions, WE DECIDED to pull out of the study as it was misrepresenting our product and our business, both within the CCM domain and especially with the consolidated functionality of our platform that is incredibly valuable to all our CCM customers. Gartner’s rating system is skewed to support large vendors and analyst darlings as it rates a simplistic perspective on CCM through checklists. The company ratings are purely subjective and weighted to enable any chosen outcome.
So what can you get from the report? Gartner analysts consider CCM a ‘strategy and a market fulfilled by applications that improve the creation, delivery, storage and retrieval of outbound and interactive communications. CCM supports the production of individualized customer messages, marketing collateral, new product introductions and transaction documents. CCM software composes, personalizes, formats and delivers content acquired from various sources into targeted and relevant electronic and physical communications between an enterprise and its customers, prospective customers and business partners. CCM software delivers targeted communications through a wide range of media including mobile, email, SMS, Web pages, social media sites and print.’ Given the way they rate it, one can do much of that with Microsoft Word.
There is no doubt that my core principle of CCM is valid: There is no process (aka customer interaction) without content and content without (being managed by) a process is waste. So to take a view into content creation and not consider how this must be integrated and managed through a process shows either a lack of understanding or other intent. CCM also requires the ability to consider and manage inbound content which ISIS Papyrus was the first to provide in an integrated manner. Already in 2000 a Gartner Group analyst said: ‚ISIS is this strange company who wants to combine scanning and printing and no one knows why.‘
But those Gartner analysts for the CCM market demand that it purely has evolved from the convergence of document printing and output management technologies. It is in fact so much more than a design tool, a composition engine, a workflow/rule engine and multichannel output management. They still discuss our 15 year old background of providing forms design. They claim that our software is ‘old’ because we were the first vendor to combine interactive documents with mass production in the output management channel! New York healthcare provider Wellpoint installed our system for 3000 users in 2002, ran it virtually unchanged for 10 years and then tried to replace it with a ‘more modern solution’ from the Magic Quadrant. They could not even replicate our ten year old software. After they lost two years trying this, we were asked to upgrade the system to our latest software functionality in 2014 and did that in less than three months. The reason is that what Gartner already considers a workflow capability and a (document) rule engine is rather funny. At the same time we designed for them a document component model that reduced the number of templates from 2500 to less than 300. Without the necessary version control and embedded development, test and rollout processes, changes to a document template become a nightmare. Getting an interactive document integrated into an application is at most corporations a large development project. Gartner isn’t interested in all that.
Rather than looking at the capabilities of the products and what benefits they bring to customers, those analysts want to assess everything through questionnaires only. One has to check off a broad list of feature sets, many rather ambiguous and quite irrelevant, missing many core functions we couldn’t sell without for decades. They can’t include those essential CCM features in the lists because we would be the only ones to have them. The rest is a convoluted mess of vendor viability, sales execution, market responsiveness, customer experience, operation assessment, market understanding, marketing, sales and product strategy, not to forget ‘innovation’ and ‘geographic presence.’ But as we had too many unique innovations they were considered not relevant to the CCM market. The weighting is such that the product and service become in the end fairly irrelevant if they rate you low in any of the other areas. With this scheme it is easy to create any rating desired especially if you consider that all ratings are pure opinion!
The simple fact is: The Papyrus Platform is the leading CCM capability in content and process functionality and we are known for our outstanding service quality. If you are interested in CCM then we can show that leading capability in a two week Proof of Concept installation of our platform, which we charge for as professionals and then you REALLY know what such a system can do. You won’t learn that from an analyst ‘Magic Quadrant’ pure analyst opinion.
As it happens, the standalone CCM market is also in saturation. The ‘customer experience’ projects are about content becoming an embedded capability in customer and partner collaboration. So we are not moving away from CCM as Gartner tries to make you believe but we have given it its long-needed home inside customer-focused applications. Yes, we have more new CCM projects with Adaptive Case Management as the driver of content related processes.