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CRM in Latin America - CRM Evolution Conference

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My presentation at CRM Evolution 2009 conference about CRM in Latin America

My presentation at CRM Evolution 2009 conference about CRM in Latin America

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CRM in Latin America - CRM Evolution Conference CRM in Latin America - CRM Evolution Conference Presentation Transcript

  • CRM Evolution 2009 August 26 Jesus Hoyos www.jesushoyos.com
    • First CRM job, 1990
      • Data Code, Inc. – Now SemaTree
    • Ex-Cambridge Technology Partner
      • CRM Latam Practice – Practice Leader
    • Solvis Consulting, LLC
      • CRM Consulting firm dedicated to Latin America
    • CRM in Latin America
      • Blogger, Independent Analyst, Speaker, Influencer
    www.jesushoyos.com
    • Overview of the Market
    • Technology Perspective
      • Operational CRM
      • Interactive CRM
      • Analytical CRM
      • Social CRM
    www.jesushoyos.com
  • www.jesushoyos.com
    • OpenSource is a popular choice
      • vTiger, SugarCRM, Asterisk
    • SAP CRM in a hosted environment (on-premise)
    • Entrepreneurs are moving to Google Apps and Salesforce.com
    • Regional offices with small budgets are moving to Salesforce.com
    • On-Premise is still the choice for CRM
    • Groups – Large Holdings: Oracle or SAP
    • Call Center is a big industry – VoIP, Apps, Services, Facilities, Resources, BPO
    • MS CRM – the choice for many small businesses (PYMES)
    www.jesushoyos.com
    • Marketing!!!
      • Banks are implementing Marketing Automation solutions with integration to CRM applications like Siebel and SAP CRM… Telcos too!
    • Many CRM Directors
      • CRM Director is a common role or position
      • IT is still the owner of the budget, but the trend is to move the budget to Marketing to manage campaigns
    www.jesushoyos.com
    • Marketing (Digital/Internet) Agencies are driving many CRM implementations
      • Campaigns Management
      • Data Collection Services
    • PR Agencies are doing social media
      • Communications
    www.jesushoyos.com
    • PYMES – Pequeñas y Medianas Empresas
    • Medium Companies
    • Large Enterprises
    • Group of Enterprises or Holdings
    • Retailers are now banks
    • Banks
    • Telecommunications and Cable
    • Automobile and Distributors
    www.jesushoyos.com
    • B2C – most of the projects
    • B2B – not that many (U.S multi-nationals)
    www.jesushoyos.com
    • Consider in-country and region cultural differences
    • Address Formatting
    • Use Local Project Managers
    • Geopolitical risks
    • Design your CRM program and software globally but deploy it locally
    • Do not force your CRM projects
    • More: http://solvisconsulting.typepad.com/solvis_home/2009/05/managing-international-crm-projects.html
    www.jesushoyos.com
    • Best practices and functionality in most CRM packages do not reflect 100% best practices for the Latam market
      • Address validation
      • Invoices and Expenses
      • Regional and local laws
    • Key Functionality: Collection processes are missing in all major CRM packages
    www.jesushoyos.com
    • ON-PREMISE
    • Mexico – TellWare
    • Argentina – TechnoVoz
    • Argentina – Engage CRM
    • Argentina – ProContact
    • Argentina – Telesoft
    • Peru – Process Blitz
    • SAAS
    • Spain – B-Kin
    • Spain – AuraPortal
    • Canada/Uruguay – Ines CRM
    • Brazil - Aprex
    Complete List: http://www.jesushoyos.com/crm_en_latinoamerica/proveedores-de-software-d.html#comments www.jesushoyos.com
  • www.jesushoyos.com
    • Argentina
    • Microstrategy Partnership
    • 10k users
    • 10 years in business
    • BPM funcionality
    • Newest Customer:
      • DirectTV
    http://www.engage-sc.com.ar www.jesushoyos.com
    • Six Sigma
    • ISO Certification
    • COPC … Customer Operations Performance Center
    • Call Center Certification
    • CRM Certification
    www.jesushoyos.com
    • Mexico, Argentina and Uruguay are excellent markets
    • Interesting growth for call centers in Peru, Central America and Colombia
    • Argentina
      • Cordoba, Buenos Aires and Rosario
    • Mexico
      • Guadalajara, Queretaro, Monterrey
    www.jesushoyos.com
    • ContactForum México
    • Congreso Andino de Call Center y CRM – Colombia
    • Congreso Regional de Call Centers - Argentina
    • Mundo-Contact CRM – México
    • Mundo-Contact Call Center - México
    • CRM & Marketing Relational – Argentina
    • Congreso de Call Center - Argentina
    • Congreso de Contact Center y CRM en Perú
    • Social Media Latam – www.smlatam.com
    www.jesushoyos.com
    • Source of talent and entrepreneurship
      • Web 2.0 Apps
      • Digital Marketing
      • OpenSource
      • Social Media Apps
      • Mobile Marketing
    • Arepa Valley
    • Bolivia Webprende
    • Domingo en la Mañana
    • Lima Valley
    • Montevideo Valley
    • Palermo Valley
    • Pio.la
    • Tequila Valley
    • Valdez Valley
    • CampusParty
    • BarCamps
    • MobileCamps
    www.jesushoyos.com
    • Social Media and CRM Portals
      • www.mundocontact.com
      • www.ccsur.com
      • www.pulsosocial.com
      • www.contactcentersonline.com
    • Latin America Information
      • www.latintrade.com
      • www.bnamericas.com
      • www.americaeconomia.com
      • www.latinamericamonitor.com
    • CRM Links and Case Studies
      • http://jesushoyos.com/crm_en_latinoamerica/2006/12/enlaces_de_crm_.html
      • http://www.slideshare.net/customersforever
    www.jesushoyos.com
    • Telemarketing, Collections – plus Marketing, Sales and Service
    www.jesushoyos.com
    • Argentina
    • .Net Platform
    • Functionality: Collections, Telemarketing, Customer Service & Customer Satisfaction
    • Integration with Approach Contact Center
    • http://www.procontactcrm.com.ar/
    www.jesushoyos.com
  • www.jesushoyos.com
  • New Customer Best Customers Happy B-Day Referrals Prospects Re-Purchase www.jesushoyos.com
    • Relational Marketing
      • Database Marketing
      • Analytics
      • Data Management & Quality
      • Campaign Management & Communication processes
      • Customer Segmentation – Best Customers, Lifecycle
      • Copy, Creative & Content based on customer data
    • Viral Marketing
      • Word-of-Mouth
      • Social Media to get referrals
      • Direct Marketing & Digital Marketing
    • Customer Data Capture Campaigns
    www.jesushoyos.com
    • Contact Center
    www.jesushoyos.com
    • Mexico
    • Call Center software
      • Scripting
      • Customer Satisfaction, Telemarketing and Collection Campaigns
      • Monitor Call Centers via PDAs
      • Data warehouse Integration
      • Mosaic and Avaya Integration
    www.jesushoyos.com
    • Customer Data Mart and Marketing Automation
    www.jesushoyos.com
    • Venezuela
    • Regional Bank – all bank services
    • Customer Data Mart to create marketing campaigns – analytics and data mining
    • CRM Integration to Siebel
    • Data Quality Team dedicated to maintain customer data
      • Data Scrubbing and Cleansing Team
      • Telemarketing Team
    www.jesushoyos.com
    • It is global, it is local, it is in any language
    www.jesushoyos.com
  • www.jesushoyos.com
    • PR or Marketing Driven
      • Social media budgets are going to PR and digital agencies
    • Traditional Ad Agencies are roadblocks to Social Media
      • Can’t sell ad inventory via Google or Facebook
    www.jesushoyos.com
    • Social Media Club Mexico
    • Other clubs about to be established
      • Monterrey, Puerto Rico, Lima, Buenos Aires
    www.jesushoyos.com
    • Mexico
      • EA Games, Dell, Cinepolis, Ford, Best Buy, Newspapers, Government, Cities
    • Cine 2.0 (Movies 2.0)
    • Local and regional companies have now presence in Facebook and Twitter
    • Facebook is the #1 social networking site
    • Some Examples: http://www.jesushoyos.com/crm_en_latinoamerica/2008/11/busco-crear-una-lista-de-ejemplos-en-espa%C3%B1ol-de-social-media.html#comments
    www.jesushoyos.com
    • CRM in the rest of the Hemisphere – Latin America
    Best Practices are not Best Practices in Latin America CRM products need to adapt to the local markets Local vendors have a good niche and market that it is not looked by major CRM vendors CRM is practiced in Latin America – good and complex projects Like in the rest of the world, Social CRM is in the early stages www.jesushoyos.com
  • Google Me: “Jesus Hoyos”, CRM Email: jesus.hoyos @ solvisconsulting dot com Twitter: @jesus_hoyos (#crmlatam, #scrmmx) Blog (Spanish): www.jesushoyos.com Microblog (English): www.jesushoyos.com/crm_in_latin_america