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Using CRM to target Hispanics
1. 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
8. International Hotel Chain My last name, Hoyos, is also a German last name. Hotel chain emails me in both Spanish and German
9. 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
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 %
23. 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
24. 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