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

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

Overview of the Market Technology Perspective Operational CRM Interactive CRM Analytical CRM Social CRM www.jesushoyos.com

Overview of the Market

Technology Perspective

Operational CRM

Interactive CRM

Analytical CRM

Social CRM

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

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)

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!!!

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

Marketing (Digital/Internet) Agencies are driving many CRM implementations Campaigns Management Data Collection Services PR Agencies are doing social media Communications www.jesushoyos.com

Marketing (Digital/Internet) Agencies are driving many CRM implementations

Campaigns Management

Data Collection Services

PR Agencies are doing social media

Communications

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

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

B2C – most of the projects B2B – not that many (U.S multi-nationals) www.jesushoyos.com

B2C – most of the projects

B2B – not that many (U.S multi-nationals)

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

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

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

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

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

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

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

Argentina

Microstrategy Partnership

10k users

10 years in business

BPM funcionality

Newest Customer:

DirectTV

Six Sigma ISO Certification COPC … Customer Operations Performance Center Call Center Certification CRM Certification www.jesushoyos.com

Six Sigma

ISO Certification

COPC … Customer Operations Performance Center

Call Center Certification

CRM Certification

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

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

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

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

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

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

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

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

Telemarketing, Collections – plus Marketing, Sales and Service www.jesushoyos.com

Telemarketing, Collections – plus Marketing, Sales and Service

Argentina .Net Platform Functionality: Collections, Telemarketing, Customer Service & Customer Satisfaction Integration with Approach Contact Center http://www.procontactcrm.com.ar/ 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

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

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

Contact Center www.jesushoyos.com

Contact Center

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

Mexico

Call Center software

Scripting

Customer Satisfaction, Telemarketing and Collection Campaigns

Monitor Call Centers via PDAs

Data warehouse Integration

Mosaic and Avaya Integration

Customer Data Mart and Marketing Automation www.jesushoyos.com

Customer Data Mart and Marketing Automation

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

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

It is global, it is local, it is in any language www.jesushoyos.com

It is global, it is local, it is in any language

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

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

Social Media Club Mexico Other clubs about to be established Monterrey, Puerto Rico, Lima, Buenos Aires www.jesushoyos.com

Social Media Club Mexico

Other clubs about to be established

Monterrey, Puerto Rico, Lima, Buenos Aires

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

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

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

CRM in the rest of the Hemisphere – Latin America

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