Deploying a #CRM solution in Latin America (Or the Rest of the World). #sugarcon

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Deploying a #CRM solution in Latin America (Or the Rest of the World). #sugarcon

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Deploying a #CRM solution in Latin America (Or the Rest of the World). #sugarcon

  1. 1. Deploying a CRM solution in Latin America (Or the Rest of the World) Jesús Hoyos Consultant, Analyst, Influencer, Speaker http://about.me/jesushoyos www.jesushoyos.com #sugarcon April 30, 2014
  2. 2. Realities of the Latam Market • B2B 1. It is about the relationship, not so much about the data 2. It is about the rep’s commercial agenda vs pipeline/opportunities 3. It is about Group of Companies and Family Owned Businesses • B2C 1. It is about the digital data 2. It is about social media 3. It is about mobile 4. It is about segmentation 5. It is about Group of Companies and Family Owned Businesses April 2014 SugarCon 2014 2
  3. 3. Trends • Ecosystem of Solutions – not just CRM – Social Media Tools – Community Platforms – Email Marketing – Marketing Automation – Collaboration Tools – Email Integration – Collections April 2014 SugarCon 2014 3
  4. 4. Roadblocks • 1.0 vs 2.0 • Millennials vs Old School • Digital CRM vs Traditional CRM • Data Privacy • Data Cleansing • Agile vs Waterfall • Family Owned Businesses • Enterprise vs Multinational (local vs global) and local SMB April 2014 SugarCon 2014 4
  5. 5. Strategy - 8 Key Areas 1. Customers 2. Products 3. Channels 4. Metrics 5. Processes 6. Organization and People 7. Data 8. Technology April 2014 SugarCon 2014 5
  6. 6. How many customer definitions we have? • If we have more than one definition, we have a problem – Customers are not account or contacts – Customers are not products – A customer is a person with many roles – Create a Customer Committee, make it part of the strategy and project April 2014 SugarCon 2014 6
  7. 7. Processes 1. Processes should not be looked as Stantard Operation Procedures or Department Activities 2. Customer Processes are not sequencial 1. Processes should be based on the customer relationship cycle – adquiring, mantaing, maximizing, loyalty and retaining April 2014 SugarCon 2014 7
  8. 8. Organization – The Power of “i” • Find out the Gap between what executives think vs what employees think… about managing the customer relationship – Ask what they think about what needs to be improved – Use surveys and crowdsourcing tools • In all areas, all business units all regions, all countries • Include customers April 2014 SugarCon 2014 8
  9. 9. CRM ROI • TCO and ROI are needed for your CRM Strategy and project, but… is not just based on technology • Capex vx Opex • You need to be able to measure each phase with marketing, sales and service metrics. • Re adjust phases based on metrics results. April 2014 SugarCon 2014 9
  10. 10. Execute and Measure April 2014 SugarCon 2014 10
  11. 11. Strategy and Project Phases • Small is Beautiful !!! – Training – Change Management – Agile/Scrum – Conference Room Pilots – Prototypes – Pilots – Phase Deployments • By user based • By customer segment • By region or country April 2014 SugarCon 2014 11
  12. 12. InT’l Projects – Key areas to consider Business Units, Region, Countries April 2014 SugarCon 2014 12
  13. 13. Geography • Consider cities, countries and regional differences (business units are not countries) • Address Formats (metadata, de-dup logic) • Geopolitical risks - part of your change management • Design your CRM program and software globally but deploy it locally – projects can fail when one business unit is customer-centric and the another one is focused 100% in cutting costs April 2014 SugarCon 2014 13
  14. 14. Processes and Functionality • Make sure you have standard processes that can be adjusted to the realities of each country. • Make sure that the functionality deployed can be changed quickly. You do not want the local business unit to wait six months for new functionality. April 2014 SugarCon 2014 14
  15. 15. Best Pracitices • Many CRM practices in U.S. are not really best practices in Latin America. Best practices some time are bad practices when deployed in many countries. • Make sure you monitor all processes and functionality to make sure if they all make sense as best practices. April 2014 SugarCon 2014 15
  16. 16. SaaS & OnPremise • Validate the differences between SaaS and OnPremise for your deployment. • If you decide to use a SaaS solution, be aware that we are in the era of the One-Click Deployment - validate GAP in knowledge and execution. April 2014 SugarCon 2014 16
  17. 17. Customer Segmentation • Your CRM software needs to consider the different aspects of customers and segments for each country or region. But make sure you at least have a base definition for reporting purposes. April 2014 SugarCon 2014 17
  18. 18. Change Management • Do not push your CRM projects to the countries. HQ and the local business units need to buy-in the project and a good change management process needs to be in place. • Use local Project Managers • Training and more training • Have a realistic budget that goes beyond technology April 2014 SugarCon 2014 18
  19. 19. Users • I think you heard this one before – “Start with the early adopters or power-users”. • I will recommend the contrary, start with the employees that will give you problems with change management or adopting the CRM strategy…. You need to start early with the late adopters. April 2014 SugarCon 2014 19
  20. 20. 8:30AM Meeting: review MS Project Plan Who has the latest version of the CRM project plan? April 2014 SugarCon 2014 20
  21. 21. The Old Way • Do we need Email, MS Project and the tradicional SDLC or Waterfall Methodology? April 2014 SugarCon 2014 21 VS.
  22. 22. Project Management • Need a new collaboration culture • Don’t forget: Basic Project Management Practices (look for PMP Certified resources) – Issues – Dependecies – Risks – People – Time – Tasks – Deliverables April 2014 SugarCon 2014 22
  23. 23. Use tools and methodolgy that enables collaboration • Agile/Scrum – V1: Agile Team Software • Wikis: SocialText, PBWorks – Project Management – KnowledgeBase • GotoMeeting, Webex • Mindjet – share ideas • eLearning Tools April 2014 SugarCon 2014 23
  24. 24. SOCIAL MEDIA AND SOCIAL CRM The global aspect of collaborating with customers via social media April 2014 SugarCon 2014 24
  25. 25. Social Media = Global April 2014 SugarCon 2014 25 Examples: Local UnivisionStation as Influencer in Mexico BestBuy (USA) Social Media en Español vs BestBuy Mexico Samsung TV Problem in USA, found problem fix in Madrid Key areas to consider: 1.Global and Multi-Language Knowledge Management integrated to your CRM 2.How Community Managers will handle the conversations 3.Google Translate won’t do it! 4.It is not just Social Media, it is about how to convert conversations into transactions (a.k.a. Social CRM)
  26. 26. Summary • Don’t forget about the Strategy – Employees and Customers • Consider International Requirements • Not all best practices are best practices • Use Collaboration Tools • Consider Agile and Scrum • Social Media is Global April 2014 SugarCon 2014 26
  27. 27. Thank You! • Google Me: “Jesus Hoyos”, CRM • Spanish Blog: www.jesushoyos.com • English Blog: www.jesushoyos.com/crm_in_latinamerica • Twitter: @jesus_hoyos • LinkedIn: www.linkedin.com/in/jesushoyos • Email: jesus.hoyos@solvisconsulting.com April 2014 SugarCon 2014 27

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