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

Deploying a CRM solution in Latin America

(Or the Rest of the World) Jesús Hoyos

Consultant, Analyst, Influencer, Speakerhttp://about.me/jesushoyos

www.jesushoyos.com#sugarcon

April 30, 2014

Realities of the Latam Market

• B2B1. 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

• B2C1. It is about the digital

data2. It is about social media3. It is about mobile4. It is about segmentation5. It is about Group of

Companies and Family Owned Businesses

April 2014 SugarCon 2014 2

Trends

• Ecosystem of Solutions – not just CRM– Social Media Tools– Community Platforms– Email Marketing– Marketing Automation– Collaboration Tools– Email Integration– Collections


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


Strategy - 8 Key Areas

1. Customers2. Products3. Channels4. Metrics5. Processes6. Organization and People7. Data8. Technology


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


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


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


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.


Execute and Measure


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


InT’l Projects – Key areas to consider

Business Units, Region, Countries


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


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.


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.


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.


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.


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


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.


8:30AM Meeting: review MS Project Plan

Who has the latest version of the CRM project plan?


The Old Way

• Do we need Email, MS Project and the tradicional SDLC or Waterfall Methodology?


VS.

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


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


SOCIAL MEDIA AND SOCIAL CRM The global aspect of collaborating with customers via social media


Social Media = Global


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 CRM2.How Community Managers will handle the conversations3.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)

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


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 protected]
