When you dance with the gorilla, it is the gorilla who decides when you stop

A disagreement between ADP®, one of largest payroll processing companies, and Zenefits™ a self-described startup that recently raised $500 million at a $4.5 billion valuation has now been escalated to the court room. This disagreement centers on the method that Zenefits™ used to gain access to ADP®’s payroll system without specific authority granted by ADP® to do so.

ADP® says: “On June 4, we disabled Zenefits access to ADP’s RUN small business solution due to unusual and alarming demand for data from Zenefits far out of proportion to the number of clients who have allowed them access to our system.”[1]

Zenefits™ has made a very public display of itself on social media outlets accusing ADP® of acting in bad faith and succumbing to fear, uncertainty, and doubt. In this squabble with ADP®, Zenefits™ has garnered some high profile endorsements including a couple of A-list celebrities.

So, you might ask how Zenefits™ got itself in this sticky situation.

1)      Their promise of delivering disruptive technology is somewhat misleading. The definition of disruptive technology is one that displaces older technology.[2] But Zenefits™ doesn’t own a payroll platform as a part of its hub-and-spoke business model[3]; its strategy is to leave customers with their existing payroll company such as ADP®.[4] But payroll is arguably the core hub technology covered by its service designed to administer HR, payroll, and employee benefit plans. Can Zenefits truly claim to be a disruptive technology without control of the core technology underlying its service? Is piggybacking on top of third-party payroll providers without control of the core technology too risky to be viable as a long term strategy?

2)      Zenefits™ is wanting to eat ADP®’s lunch and dinner by keeping the higher margin brokerage commissions and leaving ADP® with the lower margin payroll revenue. There is way more revenue per employee and margin in selling health insurance than in payroll.It’s no secret that payroll companies are looking to brokerage services as an area for future opportunity. ADP®’s (and Paychex®’s for that matter) benefits brokerage constitutes almost all of its current growth. Consider the fact that a 4% brokerage commission for a typical employer sponsored health insurance premium of $8k and $24K a year represents $320 to $960 in annual revenue per employee while fee revenue for payroll is just $90 per employee per year. And selling insurance has only a handful of customer service administration events per year while payroll has weekly (or even daily) customer service events per year to manage.

3)      When you dance with the gorilla, it is the gorilla who decides when you stop. Zenefits™ needs ADP® to play nice since ADP®’s payroll is the core technology to its hub and spoke service model. And ADP® knows it and is prepared to play hardball. The ADP® website states: “We have never integrated with Zenefits™ in any sense and have never authorized their method of extracting data from our RUN payroll system. They gained access to our systems by convincing clients to give them administrative access to our platform. Despite having many legitimate ways to integrate with ADP properly, Zenefits™ chose an unsecure and indirect approach.”[5] ADP®’s statement is likely vetted by their legal team and therefore sound and given ADP®’s size as the entrenched incumbent that does not bode well for Zenefits™ getting their way anytime soon.

Our industry—the HR, Payroll and Benefit Administration space—is extremely competitive and technology-driven with complex compliance requirements. It takes a lot of hard work, intelligence, deep understanding of the law and customer service to make it in this business. And it takes lots of effort to convert clients from one Payroll company to another. I know why Zenefitswould want to leave the hard-part—the Payroll part to someone else, but I also know that there are no shortcuts in life. To become a disruptive technology leader in our space, I believe that you need to own all of your core technology so you control your users’ experience without the risk of someone or something pulling the rug out from under you and your customers.

So, this move by ADP® is not surprising at all. ADP® is simply a business that is protective of its customers’ assets and its future growth opportunity within its client base.

[1] ADP.com. The facts about ADP & Zenefits: Response to the claims made by Zenefits. http://www.adp.com/zenefits/downloads/The-Facts-About-ADP-and-Zenefits.pdf

[2] Zenefits has stated that it is a disruptive technology company. Zenefits | Disrupt NY 2013 Startup Battlefield. https://www.youtube.com/watch?v=KporpXG0XK8

[3] Inc.com. “Instead of charging for software, the idea was to do a hub-and-spoke model. http://www.inc.com/magazine/201503/liz-welch/hr-technology-with-benefits.html

[4] In an article written in the March Employee Benefit Advisor, Parker Conrad, CEO of Zenefits, openly stated Zenefits does not want to get into the payroll game. He says: “The reason is that payroll is really complex and there are really high switching costs. We’d much rather just be connected to everyone in that space and be friends with everyone in that space.”

[5] ADP.com. The facts about ADP & Zenefits: Response to the claims made by Zenefits. http://www.adp.com/zenefits/downloads/The-Facts-About-ADP-and-Zenefits.pdf

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Avoiding the “Saashole”

Software-as-a-Service (“SaaS”) is a software delivery model where the product and its associated data are hosted in the cloud, and users gain access to the application via a web browser. In recent years, many business applications including accounting, customer relationship management, enterprise resource planning, and human resource management have moved from on-premise licensed installations to SaaS as a primary delivery method. Gartner Group estimates that SaaS revenues will reach a projected $21.3 billion by 2015.

I should say upfront that I am a big fan of SaaS. Its simplified product and service model yields lower retail costs, improved vendor profitability, and makes customer support more convenient for everybody. Unfortunately this sometimes means that all customers have to be shoe-horned into “the box” of canned functionality. A “one size shoe that fits all” solution may work well for some organizations, but it often doesn’t for all. Organizations that have customization needs or unique integration requirements will find that SaaS is too restrictive for them and in turn may end up in the “Saashole” trap. There are often better choices for these organizations such as hosted or an on-premises license.

Here are my tips for avoiding the “Saashole” trap:

Review service level agreements for reasonable up-time guarantees and response time measures for all major application functions. SaaS applications are cloud-based, meaning a shared infrastructure of web servers, applications servers, and database servers that are accessible via the public internet. SaaS does not offer exclusive use to a single organization so performance can be impacted by what other users are doing at any given time.

Does the vendor support the browser and platform that you desire? Now days SaaS is accessed using a web browser. Are you patient enough for browser-only access? Is your intended use conducive to browser access? Is your internet connection stable and fast enough?

Choose a vendor with a more evolved reporting capability that shields end-users from system complexity. SaaS vendors commonly use a large data repository comingling customer data as this is most efficient and affordable for them. This multi-tenant design requires programming to separate customers logically and adds complexity to data reporting. Techniques like de-normalized database views and metadata layers facilitating intuitive data relationship, grouping, and summaries go a long way to enhancing the productivity of reporting. Ultimately the best approach eliminates all reporting complexity by abstracting the data relationships from the end-user. This yields point-and-click report definitions, grouping, and summaries in the most user-friendly format available.

Make sure the vendor’s “box” of capability is big enough for your needs. A single code base is another key tenant of SaaS. A lot of SaaS providers have application policies to customize look and feel, and in some cases, parts of the customer experience, so that doesn’t necessarily mean that every customer is stuck with the exact same user experience. But it what it does mean is that code customization for the unique needs of a single customer is not supported. Keep in mind that mature products tend to have a bigger “box” of capability that allows more organizations to be easily supported by the product.

Don’t get “Saasholed” into a long-term contract without cancellation options. Yes it is true thatSaaS has a subscription pricing model, but many vendors impose minimum contract terms or early termination penalties. It’s no fun to be pigeon-holed with a contract for a product that is not working well for you. And what if your organization requires change? You must consider your future needs as well.

Don’t overlook your system integration points, data imports, and data exports. In our business of HR, Benefits, and Payroll, getting data in and out of the system in a secure and efficient manner is an essential requirement for our clientele. Employee loads, time imports, carrier feeds, G/L files, and published web service integration points are just a few examples. Does the SaaS solution you are considering meet your integration requirements?

The key to every successful SaaS implementation is matching customer requirements to the capability of the solution. Before making a buying decision, conduct enough due diligence to know if the solution is a good fit for your unique requirements. Like with so many things in life, the proof of the pudding is in the eating. One sure way of avoiding the “Saashole” trap is to try the service before signing a long-term contract.

Why I want Zebras for customers, and not just because…

Zebras are majestic, unique, and beautiful.

The software-as-a-service industry caters products and services to the bell curve of customer requirements—our industry calls this vanilla service model of product and service capabilities “the box.” Little emphasis or focus is placed on handling the out-of-the-box situations or unique customer service requirements because a limited service model is much easier to develop, implement, and support. A simplified product and service model with an assembly-line support infrastructure yields improved profitability and lower costs, right? This of course means that all customers have to be shoe-horned into “the box.” This “one size shoe that fits all” mentality may work for some organizations, but it doesn’t work for all because this is often the reason organizations contact my company—PeopleGuru. At PeopleGuru, we’ve affectionately nicknamed these unique organizations “Zebras.”

A Zebra’s stripes are as unique as fingerprints, and no two are exactly alike.

So what makes an organization a Zebra? We define a Zebra as a client that requires more flexibility in their benefit administration, payroll, time and labor, and/or HR product and service model. Often these organizations have unique policies or procedures that are of cultural significance and provide a unique competitive advantage—policies and procedures that these organizations firmly believe are worth preserving. Zebras are often forced to resort to labor intensive manual administration of their unique needs outside of their core systems. Organizations like a 1,000 employee health insurer with a generous but unique 401K company match eligibility requirement that is subject to an annual look-back of earnings and hours paid. This same organization has a paid time off accrual policy with more complexity than is the industry norm and an online benefit enrollment process with tons of employee choice. Or a beach resort that employs 900 who when facing a serious compliance dilemma and substantial wage and hour fine, engaged PeopleGuru to preserve their long standing practice of assigning wait staff to both the banquet and the restaurant during the same shift. Another is a 750 employee home improvement contractor that records hours and jobs in the field and feeds this data real-time to an in-house system.

All Zebras have two things in common; they choose to be Zebras, and they take great offense to being treated like they aren’t.

Zebras have excellent senses; they can even see at night and in color.

It’s my opinion that our Zebras are more industry savvy and competitive. They don’t swim upstream or create policies to be difficult. They see opportunity where others miss it, and they operate their business with a unique competitive advantage because of it. Yes, it is true that Zebras really take advantage of PeopleGuru’s unique product and service capabilities, and we love each other because of it. And we are always welcoming new Zebra clients.

Of course, you don’t have to be a Zebra to be a PeopleGuru customer, since we literally serve thousands of organizations that aren’t. Then again, you may find peace of mind knowing you can show your Zebra stripes in the future if you ever need to.

So you think you want to go with my competition? Why I could say I told you so, but won’t…

Their lower price is not what it seems.

The old expressions are true that “there’s always a catch,” and “a low price usually equals inferior products or service.” In our business of Benefits Administration, HR, and Payroll software services, new customers come to us for a variety of reasons. The number one reason is frustration with service. We see clients that are just tired of painful and inferior help desk support, and sometimes others have more tenuous and complex system difficulties, and even some face significant compliance penalties.

Getting service is like finding Waldo.

Our competition has become data-processing-centric with service as an afterthought. And while the data processing aspects of the Benefits Administration, HR, and Payroll software services business are vital, I don’t believe that it is reasonable to expect our customers to be experts in our business. We see it as our job to be there to guide our clientele through the process of getting the most of our service and product capabilities. How many times a month or a year do you make a change to a Paid Time Off policy or 401K match algorithm? I’m sure that for you it will not be that often, but, for us, we see these things every day. Our service model encourages our customers to engage us to assist in these types of events for your convenience. In our model, you can help yourself or be helped—either way is fine by us.

Don’t get sold a billed of goods: Implementation, schmimplementation.

We’ve been doing this for fifteen years. Our sales process engages our prospect to include enough information to understand our prospect’s needs. We generally skip the boring PowerPoint®, and limit ourselves to five minutes on “where we came from,”“who we are,” “what we stand for,” and “where we are going.” We spend adequate time justifying the project and defining project success criteria upfront. We follow-up our sales process with a client onboarding team that continues and validates the initial due diligence and works toward the orderly achievement of the defined project success milestones. We do focus on education so our clientele can get the most of our systems and services. And finally our systems and service are flexible and scalable so you are never painted in a corner or outgrow its capabilities.

System conversions are expensive and time consuming—don’t make the wrong choice. Of course it’s nice to see a prospect return to us after few months with our competitor, but I hate the fact that time and money were wasted in the process.

They won’t love you as much as we do.

I know this sounds corny, but it’s true. We bend over backward for our clientele. Your account manager is and will be knowledgeable and accessible because your account manager won’t be overloaded with too many clients—by design. In fact, client retention is a major part of their compensation structure. It is their job to keep you happy and retained. We strive to keep our employees’ interests aligned with our customers.

We are mature, reliable, and user friendly.

This is a business where focus, experience, and maturity counts. Is our competitor really worthy of your business? With fifteen years of singular focus in the Human Capital space, we know this business and can serve your needs in this area. Our systems are state-of-the-art, easy-to-use, and accurate. They work well for thousands of clients all over the USA. We manage all things compliance related in-house—it’s too important to leave to a third-party processor. We are not perfect, and I’d be skeptical of any firm that tells you that they are. We fix our mistakes, stand behind our company, and provide real service guarantees.