Using CRM to target Hispanics

One Size Does Not Fit All: Understanding the Nuances, Distinctions, and Opportunities in Marketing to Hispanics Jesus Hoyos Managing Partner Solvis Consulting, LLC www.solvisconsulting.com

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Targeting Hispanics ,[object Object],[object Object]

The Challenge ,[object Object],[object Object],[object Object],[object Object],[object Object]

Se Habla Español ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

International Hotel Chain My last name, Hoyos, is also a German last name. Hotel chain emails me in both Spanish and German

International Bank ETL SAS SAS Cognos Direct Mail House and Fulfillment DW 2 Call Centers Outsourced – Retention Campaigns Internal –Up-Selling Lists Data Cubes Campaign Management Siebel Marketing Siebel Sales Siebel Service

Good data mining to target specific segments within the Hispanic market but … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Customer gets targeted direct mail piece – via credit card statements or specific direct mail campaign (plus telemarketing) Customer is retained or upgraded to a better credit card But … could you transfer me to customer service ? Call gets transfer to a call center in Mexico … - Spanish accent issues - call transfer issues - lack of customer information Complete dissatisfaction … International Bank - continuation

Marketing/Campaign Execution 1 2 6 3 5 4 Result : Increase sales by 5% via targeted marketing campaigns . 1 2 3 4 5 6 Determine required campaign Target high value customer segment Update contact center and IVR scripts Include preferred customer channels Train contact center Execute campaign M A R K E T I N G C A M P A I G N ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Retail Store ,[object Object],SPA Services Birthdays Mother’s Day Women’s Day Average Increase in Sales: 17%

Supermarket Get to know your customer based on personal relationships and customer data Targeted Direct Mail: “Cheviche” Week “ Parrilladas” with General Manager at your own house Private Whisky & Wine Tasting Demographic Analysis Average Increase in Sales: 25 %

Bank ,[object Object],[object Object]

Other Good Examples ,[object Object],[object Object],[object Object],[object Object],[object Object]

Getting to know your Hispanic customers

Your Hispanic Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Getting to know your segment Marketing and CRM Strategy for your Hispanic Segment Customer Knowledge Operational Information Client Lifecycle + Needs Products, Services & Channels Processes Organization Structure Alignment KPIs + Operating Metrics Data Technology 1 2 4 5 6 3 7 8

Execution of Marketing Campaigns Operational Analytical Interactive Telephone IVR CTI WEB E-Mail Fax Mail FAQs Bills Others Offices PDA KPIs Others Data Marts Data Warehouse Balance Score Cards Sales Marketing Call Center ERP Support eBusiness

Questions! Jesus Hoyos Managing Partner Solvis Consulting, LLC www.solvisconsulting.com [email_address]

Using CRM to target Hispanics

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Using CRM to target Hispanics