The Definition of a "Boutique System Integrator"

I found myself recently needing a good definition of a "Boutique System Integrator" and realized there isn't an accepted standard. For shame! Using the term "boutique" is something that gets done pretty frequently by any company trying to infer that their product offering is top of the line. Wouldn't the presence of a definition go pretty far to uphold the quality of our industry and the term itself?

I think so.

It's pretty easy to define "boutique", but trying to directly apply that word to a huge industry certainly leaves some ambiguities -- and ambiguities leave the door open for exploitation. So, here's something very specific which can describe both the company and the product : A boutique system integrator is a lean, specialty computer builder, recognized by PC technology providers and manufacturers as legitimate, direct partners, who deliver a high-end, elite-class product surrounded by a luxury-level experience. (Webster, call me.)

• Lean : This is a relative term, because anything more specific wouldn't make sense. The point, however, is that the company cannot be sized or organized in a way that the "distance" between sales/marketing, technical support, administration/management, and production/builders becomes detrimentally large. Once the gulf becomes so wide that the "departments" are unable to perform cohesively as one company, learning from and reacting to each other, the customer experience suffers. This is when you start getting robotic script-readers for support reps, endless phone games playing pass the buck, and a steady slip in the build quality.
  


• Recognition as Partner by Tech Providers : To integrate and support the highest-end, most cutting-edge products, the company needs direct support and communication with the companies who make those products. If that element isn't present, the entire offering is going to be second rate. So, while the company has to be "lean" or "small" (see above), it's also got to be big enough to accommodate tech providers caring about them. It's a true feat of business acumen to accomplish this balance, but it's the key to being able to provide the customer experience.
  


• High-End, Elite-Class Product : This is probably the most obvious piece of the puzzle. The systems have to be awesome. Slightly arbitrary? Yeah, but you get the point. We're not talking about library word processors here. The systems are unique, special, and desirable.
  


• Luxury-Level Experience : From start to finish, you've got to feel like you are the most important customer the company has got. Pampering, personal service, extra little touches are all mandatory.
  

I think spelling that out really gives quite a useful picture. Being a boutique SI isn't about who your customer base is, who you market to, what color your dragon-shaped cases are, or even what your products cost! There are many companies marketing to the enthusiast space that are flat out boutique SI posers. You might ask me why I care and don't just let them rot. Well, like I said previously, our industry's high-end name has got to be protected and understood, otherwise people will think we're just con-artists trying to overcharge for fancy marketing. And that ain't right.