CRM in Latin America - CRM Evolution Conference

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

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CRM in Latin America - CRM Evolution Conference

  1. 1. CRM Evolution 2009 August 26 Jesus Hoyos www.jesushoyos.com
  2. 2. <ul><li>First CRM job, 1990 </li></ul><ul><ul><li>Data Code, Inc. – Now SemaTree </li></ul></ul><ul><li>Ex-Cambridge Technology Partner </li></ul><ul><ul><li>CRM Latam Practice – Practice Leader </li></ul></ul><ul><li>Solvis Consulting, LLC </li></ul><ul><ul><li>CRM Consulting firm dedicated to Latin America </li></ul></ul><ul><li>CRM in Latin America </li></ul><ul><ul><li>Blogger, Independent Analyst, Speaker, Influencer </li></ul></ul>www.jesushoyos.com
  3. 3. <ul><li>Overview of the Market </li></ul><ul><li>Technology Perspective </li></ul><ul><ul><li>Operational CRM </li></ul></ul><ul><ul><li>Interactive CRM </li></ul></ul><ul><ul><li>Analytical CRM </li></ul></ul><ul><ul><li>Social CRM </li></ul></ul>www.jesushoyos.com
  4. 4. www.jesushoyos.com
  5. 5. <ul><li>OpenSource is a popular choice </li></ul><ul><ul><li>vTiger, SugarCRM, Asterisk </li></ul></ul><ul><li>SAP CRM in a hosted environment (on-premise) </li></ul><ul><li>Entrepreneurs are moving to Google Apps and Salesforce.com </li></ul><ul><li>Regional offices with small budgets are moving to Salesforce.com </li></ul><ul><li>On-Premise is still the choice for CRM </li></ul><ul><li>Groups – Large Holdings: Oracle or SAP </li></ul><ul><li>Call Center is a big industry – VoIP, Apps, Services, Facilities, Resources, BPO </li></ul><ul><li>MS CRM – the choice for many small businesses (PYMES) </li></ul>www.jesushoyos.com
  6. 6. <ul><li>Marketing!!! </li></ul><ul><ul><li>Banks are implementing Marketing Automation solutions with integration to CRM applications like Siebel and SAP CRM… Telcos too! </li></ul></ul><ul><li>Many CRM Directors </li></ul><ul><ul><li>CRM Director is a common role or position </li></ul></ul><ul><ul><li>IT is still the owner of the budget, but the trend is to move the budget to Marketing to manage campaigns </li></ul></ul>www.jesushoyos.com
  7. 7. <ul><li>Marketing (Digital/Internet) Agencies are driving many CRM implementations </li></ul><ul><ul><li>Campaigns Management </li></ul></ul><ul><ul><li>Data Collection Services </li></ul></ul><ul><li>PR Agencies are doing social media </li></ul><ul><ul><li>Communications </li></ul></ul>www.jesushoyos.com
  8. 8. <ul><li>PYMES – Pequeñas y Medianas Empresas </li></ul><ul><li>Medium Companies </li></ul><ul><li>Large Enterprises </li></ul><ul><li>Group of Enterprises or Holdings </li></ul><ul><li>Retailers are now banks </li></ul><ul><li>Banks </li></ul><ul><li>Telecommunications and Cable </li></ul><ul><li>Automobile and Distributors </li></ul>www.jesushoyos.com
  9. 9. <ul><li>B2C – most of the projects </li></ul><ul><li>B2B – not that many (U.S multi-nationals) </li></ul>www.jesushoyos.com
  10. 10. <ul><li>Consider in-country and region cultural differences </li></ul><ul><li>Address Formatting </li></ul><ul><li>Use Local Project Managers </li></ul><ul><li>Geopolitical risks </li></ul><ul><li>Design your CRM program and software globally but deploy it locally </li></ul><ul><li>Do not force your CRM projects </li></ul><ul><li>More: http://solvisconsulting.typepad.com/solvis_home/2009/05/managing-international-crm-projects.html </li></ul>www.jesushoyos.com
  11. 11. <ul><li>Best practices and functionality in most CRM packages do not reflect 100% best practices for the Latam market </li></ul><ul><ul><li>Address validation </li></ul></ul><ul><ul><li>Invoices and Expenses </li></ul></ul><ul><ul><li>Regional and local laws </li></ul></ul><ul><li>Key Functionality: Collection processes are missing in all major CRM packages </li></ul>www.jesushoyos.com
  12. 12. <ul><li>ON-PREMISE </li></ul><ul><li>Mexico – TellWare </li></ul><ul><li>Argentina – TechnoVoz </li></ul><ul><li>Argentina – Engage CRM </li></ul><ul><li>Argentina – ProContact </li></ul><ul><li>Argentina – Telesoft </li></ul><ul><li>Peru – Process Blitz </li></ul><ul><li>SAAS </li></ul><ul><li>Spain – B-Kin </li></ul><ul><li>Spain – AuraPortal </li></ul><ul><li>Canada/Uruguay – Ines CRM </li></ul><ul><li>Brazil - Aprex </li></ul>Complete List: http://www.jesushoyos.com/crm_en_latinoamerica/proveedores-de-software-d.html#comments www.jesushoyos.com
  13. 13. www.jesushoyos.com
  14. 14. <ul><li>Argentina </li></ul><ul><li>Microstrategy Partnership </li></ul><ul><li>10k users </li></ul><ul><li>10 years in business </li></ul><ul><li>BPM funcionality </li></ul><ul><li>Newest Customer: </li></ul><ul><ul><li>DirectTV </li></ul></ul>http://www.engage-sc.com.ar www.jesushoyos.com
  15. 15. <ul><li>Six Sigma </li></ul><ul><li>ISO Certification </li></ul><ul><li>COPC … Customer Operations Performance Center </li></ul><ul><li>Call Center Certification </li></ul><ul><li>CRM Certification </li></ul>www.jesushoyos.com
  16. 16. <ul><li>Mexico, Argentina and Uruguay are excellent markets </li></ul><ul><li>Interesting growth for call centers in Peru, Central America and Colombia </li></ul><ul><li>Argentina </li></ul><ul><ul><li>Cordoba, Buenos Aires and Rosario </li></ul></ul><ul><li>Mexico </li></ul><ul><ul><li>Guadalajara, Queretaro, Monterrey </li></ul></ul>www.jesushoyos.com
  17. 17. <ul><li>ContactForum México </li></ul><ul><li>Congreso Andino de Call Center y CRM – Colombia </li></ul><ul><li>Congreso Regional de Call Centers - Argentina </li></ul><ul><li>Mundo-Contact CRM – México </li></ul><ul><li>Mundo-Contact Call Center - México </li></ul><ul><li>CRM & Marketing Relational – Argentina </li></ul><ul><li>Congreso de Call Center - Argentina </li></ul><ul><li>Congreso de Contact Center y CRM en Perú </li></ul><ul><li>Social Media Latam – www.smlatam.com </li></ul>www.jesushoyos.com
  18. 18. <ul><li>Source of talent and entrepreneurship </li></ul><ul><ul><li>Web 2.0 Apps </li></ul></ul><ul><ul><li>Digital Marketing </li></ul></ul><ul><ul><li>OpenSource </li></ul></ul><ul><ul><li>Social Media Apps </li></ul></ul><ul><ul><li>Mobile Marketing </li></ul></ul><ul><li>Arepa Valley </li></ul><ul><li>Bolivia Webprende </li></ul><ul><li>Domingo en la Mañana </li></ul><ul><li>Lima Valley </li></ul><ul><li>Montevideo Valley </li></ul><ul><li>Palermo Valley </li></ul><ul><li>Pio.la </li></ul><ul><li>Tequila Valley </li></ul><ul><li>Valdez Valley </li></ul><ul><li>CampusParty </li></ul><ul><li>BarCamps </li></ul><ul><li>MobileCamps </li></ul>www.jesushoyos.com
  19. 19. <ul><li>Social Media and CRM Portals </li></ul><ul><ul><li>www.mundocontact.com </li></ul></ul><ul><ul><li>www.ccsur.com </li></ul></ul><ul><ul><li>www.pulsosocial.com </li></ul></ul><ul><ul><li>www.contactcentersonline.com </li></ul></ul><ul><li>Latin America Information </li></ul><ul><ul><li>www.latintrade.com </li></ul></ul><ul><ul><li>www.bnamericas.com </li></ul></ul><ul><ul><li>www.americaeconomia.com </li></ul></ul><ul><ul><li>www.latinamericamonitor.com </li></ul></ul><ul><li>CRM Links and Case Studies </li></ul><ul><ul><li>http://jesushoyos.com/crm_en_latinoamerica/2006/12/enlaces_de_crm_.html </li></ul></ul><ul><ul><li>http://www.slideshare.net/customersforever </li></ul></ul>www.jesushoyos.com
  20. 20. <ul><li>Telemarketing, Collections – plus Marketing, Sales and Service </li></ul>www.jesushoyos.com
  21. 21. <ul><li>Argentina </li></ul><ul><li>.Net Platform </li></ul><ul><li>Functionality: Collections, Telemarketing, Customer Service & Customer Satisfaction </li></ul><ul><li>Integration with Approach Contact Center </li></ul><ul><li>http://www.procontactcrm.com.ar/ </li></ul>www.jesushoyos.com
  22. 22. www.jesushoyos.com
  23. 23. New Customer Best Customers Happy B-Day Referrals Prospects Re-Purchase www.jesushoyos.com
  24. 24. <ul><li>Relational Marketing </li></ul><ul><ul><li>Database Marketing </li></ul></ul><ul><ul><li>Analytics </li></ul></ul><ul><ul><li>Data Management & Quality </li></ul></ul><ul><ul><li>Campaign Management & Communication processes </li></ul></ul><ul><ul><li>Customer Segmentation – Best Customers, Lifecycle </li></ul></ul><ul><ul><li>Copy, Creative & Content based on customer data </li></ul></ul><ul><li>Viral Marketing </li></ul><ul><ul><li>Word-of-Mouth </li></ul></ul><ul><ul><li>Social Media to get referrals </li></ul></ul><ul><ul><li>Direct Marketing & Digital Marketing </li></ul></ul><ul><li>Customer Data Capture Campaigns </li></ul>www.jesushoyos.com
  25. 25. <ul><li>Contact Center </li></ul>www.jesushoyos.com
  26. 26. <ul><li>Mexico </li></ul><ul><li>Call Center software </li></ul><ul><ul><li>Scripting </li></ul></ul><ul><ul><li>Customer Satisfaction, Telemarketing and Collection Campaigns </li></ul></ul><ul><ul><li>Monitor Call Centers via PDAs </li></ul></ul><ul><ul><li>Data warehouse Integration </li></ul></ul><ul><ul><li>Mosaic and Avaya Integration </li></ul></ul>www.jesushoyos.com
  27. 27. <ul><li>Customer Data Mart and Marketing Automation </li></ul>www.jesushoyos.com
  28. 28. <ul><li>Venezuela </li></ul><ul><li>Regional Bank – all bank services </li></ul><ul><li>Customer Data Mart to create marketing campaigns – analytics and data mining </li></ul><ul><li>CRM Integration to Siebel </li></ul><ul><li>Data Quality Team dedicated to maintain customer data </li></ul><ul><ul><li>Data Scrubbing and Cleansing Team </li></ul></ul><ul><ul><li>Telemarketing Team </li></ul></ul>www.jesushoyos.com
  29. 29. <ul><li>It is global, it is local, it is in any language </li></ul>www.jesushoyos.com
  30. 30. www.jesushoyos.com
  31. 31. <ul><li>PR or Marketing Driven </li></ul><ul><ul><li>Social media budgets are going to PR and digital agencies </li></ul></ul><ul><li>Traditional Ad Agencies are roadblocks to Social Media </li></ul><ul><ul><li>Can’t sell ad inventory via Google or Facebook </li></ul></ul>www.jesushoyos.com
  32. 32. <ul><li>Social Media Club Mexico </li></ul><ul><li>Other clubs about to be established </li></ul><ul><ul><li>Monterrey, Puerto Rico, Lima, Buenos Aires </li></ul></ul>www.jesushoyos.com
  33. 33. <ul><li>Mexico </li></ul><ul><ul><li>EA Games, Dell, Cinepolis, Ford, Best Buy, Newspapers, Government, Cities </li></ul></ul><ul><li>Cine 2.0 (Movies 2.0) </li></ul><ul><li>Local and regional companies have now presence in Facebook and Twitter </li></ul><ul><li>Facebook is the #1 social networking site </li></ul><ul><li>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 </li></ul>www.jesushoyos.com
  34. 34. <ul><li>CRM in the rest of the Hemisphere – Latin America </li></ul>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
  35. 35. 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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