CRM in Latin America - CRM Evolution Conference

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

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CRM in Latin America - CRM Evolution Conference

by Jesus Hoyos on Aug 26, 2009

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CRM in Latin America - CRM Evolution Conference Presentation Transcript