The document discusses key considerations for managing international CRM projects. It emphasizes that strategy, employees, customers, and international requirements should not be overlooked. While some best practices in one country may not translate well internationally, standard processes should be adaptable to each location. Collaboration tools like Agile/Scrum and social media, which is global, can help engage stakeholders across borders.

1. Managing International CRM Projects Jesus Hoyos Consultant, Analyst, Influencer, Speaker www.jesushoyos.com August 4, 2010

2. LET’S TALK STRATEGY FIRST Think globaly, act locally 8/14/10 Managing Int'l CRM Projects

3. Strategy - 8 Key Areas Customers Products Channels Metrics Processes Organization and People Data Technology 8/14/10 Managing Int'l CRM Projects

4. 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 8/14/10 Managing Int'l CRM Projects

5. Processes Processes should not be looked as Stantard Operation Procedures or Department Activities Customer Processes are not sequencial Processes should be based on the customer relationship cycle adquiring, mantaing, maximizing, loyalty and retaining 8/14/10 Managing Int'l CRM Projects

6. Organization 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 8/14/10 Managing Int'l CRM Projects

7. CRM ROI TCO and ROI are needed for your CRM Strategy and project, but… is not just based on technology. You need to be able to measure each phase with marketing, sales and service metrics. Re adjust phases based on metrics results. 8/14/10 Managing Int'l CRM Projects

8. Execute and Measure 8/14/10 Managing Int'l CRM Projects

9. 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 8/14/10 Managing Int'l CRM Projects

10. INT’L PROJECTS – KEY AREAS TO CONSIDER Business Units, Region, Countries 8/14/10 Managing Int'l CRM Projects

11. 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 8/14/10 Managing Int'l CRM Projects

12. 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. 8/14/10 Managing Int'l CRM Projects

13. 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. 8/14/10 Managing Int'l CRM Projects

14. 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. 8/14/10 Managing Int'l CRM Projects

15. 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. 8/14/10 Managing Int'l CRM Projects

16. 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 8/14/10 Managing Int'l CRM Projects

17. 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. 8/14/10 Managing Int'l CRM Projects

18. 8:30AM MEETING: REVIEW MS PROJECT PLAN Who has the latest version of the CRM project plan? 8/14/10 Managing Int'l CRM Projects

19. The Old Way Do we need Email, MS Project and the tradicional SDLC or Waterfall Methodology? 8/14/10 Managing Int'l CRM Projects VS .

20. 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 8/14/10 Managing Int'l CRM Projects

21. 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 8/14/10 Managing Int'l CRM Projects

22. SOCIAL MEDIA AND SOCIAL CRM The global aspect of collaborating with customers via social media 8/14/10 Managing Int'l CRM Projects

23. Social Media = Global 8/14/10 Managing Int'l CRM Projects 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: Global and Multi-Language Knowledge Management integrated to your CRM How Community Managers will handle the conversations Google Translate won’t do it! It is not just Social Media, it is about how to convert conversations into transactions (a.k.a. Social CRM)

24. 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 8/14/10 Managing Int'l CRM Projects

25. 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: [email_address] Other: Social Media Club Mexico, Social CRM Seminar Latam, and CRM Certification Latam 8/14/10 Managing Int'l CRM Projects