Deploying a CRM solution in Latin America requires considering several regional realities and trends. The document discusses key differences between B2B and B2C markets in Latin America, as well as common roadblocks. An effective strategy considers eight areas: customers, products, channels, metrics, processes, organization, data, and technology. International CRM projects require specific focus on geography, processes and functionality, best practices, deployment options, customer segmentation, change management, users, and the global aspect of social media and social CRM. The presentation emphasizes the importance of strategy, considering international requirements, questioning "best practices", using collaboration tools, and adopting agile methods like Scrum.

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. 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
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3. Trends
• Ecosystem of Solutions – not just CRM
– Social Media Tools
– Community Platforms
– Email Marketing
– Marketing Automation
– Collaboration Tools
– Email Integration
– Collections
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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
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5. Strategy - 8 Key Areas
1. Customers
2. Products
3. Channels
4. Metrics
5. Processes
6. Organization and People
7. Data
8. Technology
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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
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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
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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
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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.
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10. Execute and Measure
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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
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12. InT’l Projects – Key areas to
consider
Business Units, Region, Countries
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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
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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.
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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.
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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.
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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.
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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
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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.
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20. 8:30AM Meeting: review MS
Project Plan
Who has the latest version of the CRM project plan?
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21. The Old Way
• Do we need Email, MS Project and the
tradicional SDLC or Waterfall Methodology?
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VS.

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
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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
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24. SOCIAL MEDIA AND SOCIAL CRM
The global aspect of collaborating with customers via social media
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25. Social Media = Global
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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. 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
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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
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