CRM in Latin America - CRM Evolution Conference

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    CRM in Latin America - CRM Evolution Conference - Presentation Transcript

    1. 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
    2. 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
    3. 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 MĂ©xico
      • Congreso Andino de Call Center y CRM – Colombia
      • Congreso Regional de Call Centers - Argentina
      • Mundo-Contact CRM – MĂ©xico
      • Mundo-Contact Call Center - MĂ©xico
      • CRM & Marketing Relational – Argentina
      • Congreso de Call Center - Argentina
      • Congreso de Contact Center y CRM en PerĂş
      • 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
    4. www.jesushoyos.com
    5. 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
    6. 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
    7. 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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