122 8.3 A fit-for-purpose approach
The first major problem that some companies run into when using a
suite-based approach is that the purchase is often mandated as the solution by
senior management. To be fair, the team is typically reacting to a perceived
need for a slab of CRM; however, the focus should be on processes, not soft-
ware. Suite-based solutions that are implemented without the necessary
process work either speed up poor processes or, more likely, don't actually fit
the needs of the implementing organization. Consequently, the soft costs
associated with making the monolith fit the specific needs of the organization
tend to outweigh any potential integration savings. I have also heard analysts
indicate that as many as one in ten suite solutions are purchased but not
implemented for just this reason.
The second major problem that companies run into is that often the func-
tionality does not run deep enough at an individual module level for the
company's needs. To go back to our earlier example, if the analytical tools
were not deep enough to uncover the switching problem within the affluent,
incumbent customer group, then the opportunity to proactively address the
problem with a marketing campaign would have been lost.
The final problem is actually a bit ironic. Ease of integration of functional
modules is often a key selling point. While integration savings can certainly be
realized over poorly cobbled together departmental solutions or point prod-
ucts, the implementing company often faces a huge challenge in terms of
integrating suites with legacy applications. As I've indicated throughout the
book, so-called operational legacy systems are generally the lifeblood of most
large enterprises. Given that most organizations are unable and unwilling to
replace them, effective CRM requires knowledge of historical transactions
and total customer value, among other things. In short, even a suite-based
solution is incapable of becoming a total CRM backbone.
A fit-for-purpose approach
So, if we aren't selecting departmental solutions and we aren't selecting suite-
based solutions, what do we select? In general, the enterprise~particularly if it
is large and distributed~will get the best value from enterprise-class, best-of-
breed solutions. These solutions are those that excel in the functional benefits
they provide within their class. For instance, Pegasystems provides an excel-
lent, rules-based workflow tool, which can, where appropriate, provide great
benefit to an organization that needs to automate complicated customer-
focused processes (e.g., insurance claims). Similarly, RiskClick has a very
robust collaborative tool for insurance intermediaries, ensuring seamless

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