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Jesús Hoyos is a CRM industry analyst, advisor, speaker, influencer and blogger for the Latin American region (JesusHoyos.com, LLC). Jesús started his CRM career as consultant in 1990 at Data Code, now SemaTree, a CRM software vendor. He is Partner and co-founder of Solvis Consulting, a consulting firm that specializes in providing services in the execution of Customer Relationship Management strategies. Throughout his career he has assisted clients, vendors, and team members with business processes, requirements, project management, quality assurance, business cases and best practices. Before founding Solvis, he was the Regional Domain Partner for Customer Management Solutions in Latin America for Cambridge Technology Partners. Jesús is also co-founder of Customers Forever, LLC, a company dedicated to promote CRM in Latin America. At Solvis, he has worked with high profile international companies in Canada, United States and Latin America executing CRM strategies and implementing many business solutions. Jesus is also a co-founder of the Social Media Club Mexico City.
Thomas, thanks for the comment. We exchanged some tweets about your strategy comment... but I am responding again for the other readers. Two assumptions here: 1) you need to already have a CRM and business strategy or road-map based on your needs, and analytics. 2) after steps 1,2 and 3 above you need to readjust the strategy and tactics based on your findings.
The use of agile/scrum will be ideal to implement these 10 steps. The enterprise should be ready to quickly deploy any social crm strategy in phases with prototypes and pilot programs... You need to measure and test and measure and test...learn from mistakes and success. The enterprise need to have metrics to establish a benchmark... and of course change management is very important.
Social Media in Latin America is B2C and soon it will be P2P - and different markets, regions and countries have different aspects to social media. Argentina is not that into Twitter, but big on Facebook and eCommerce. Mexico likes Foursquare and Twitter, and Facebook is growing fast. What is happening is that agencies now see that social media goes beyond a particular campaign. And a good example is Sony Futbol Mexico (http://www.sony.com.mx/futbol/index.jsp) - it is a constant non-stopping campaign that is turning into a Community and little by little they are adding Social CRM components. Nuugi is another example of this. They are growing into a community that will have CRM, eCommerce and Colaboration for dog lovers in Mexico. In contract, Argentina is more into providing customer service via social media due to the customer service market that already exists in Cordoba, Rosario, Buenos Aires and other cities.
It will be interesting to see to merge of Social Media services with the CRM solutions already in place in many Latam companies as well as the call center outsourcing industry. I foresee social media products from Cisco and Avaya to do really good in Latin America.
However, I also see many Latam companies with a presence on Facebook to start looking into solutions like Parature, Get Satisfaction or Salesforce.com to bring into the CRM customer services issues from Facebook. it is natural due to the B2C market on the region.
Beto, that's my second office in Mexico City. Great place to meet and work. The Social Media Club started with meetings in that Starbucks. ;-)
Peter, great post. I wrote about your post regarding the Social Customer in Latin America in my blog (English). The Social Customer is also a global one... and companies need to keep that in mind when developing their social business strategies. I also commented about this on Esteban's post - Is Customer Service Really the New Marketing?.
Esteban, thanks for your prompt response! We should talk more about the global aspect of social media and social crm. I still believe that if you are a multi-national company your social business strategy should be a global one and in phases. Think globally, act locally.
Esteban, agree and great post...but what happens when communities are global... don't you need to focus more in the individual functions to make sure the 1-to-many-to-1 model works across different geographies. I am thinking here from the Latam perspective where you have consumers in both local (i.e. www.apestan.com) and global communities (i.e blackberry support community) with different consumer needs that need to be performed by individual departments within a company (but coordinated to manage the end to-end customer processes)... How do you take care of customers that inquiry about marketing information in the middle of a support interaction? Don't you need that individual function?