Report: CRM Buyers in Brazil, Mexico

Share this article:
Latin America offers a strong base of potential CRM software purchasers -- especially Brazil and Mexico, where large customer bases justify the investment, according to a report this month from the Yankee Group, Boston.


The report, "Latin American Enterprises Find CRM Solutions in Small Packages," found that even in second-tier Latin American markets, many CRM projects have begun in various verticals including financial services, telecommunications, pharmaceutical, retail chains and citizen services.


The report also found that while there is a need for high-cost CRM solution suites among some of the largest Latin American firms, the small and medium enterprise CRM market has vast potential.


The study also suggests that along with private-sector verticals, these vendors should nurture relationships with decision makers overseeing e-government initiatives throughout the region.


"We believe operational CRM package vendors will continue to grow their revenue [in Latin America] as the importance of call centers expands for customer contact," said Sheryl Kingstone, the Yankee Group's program manager for customer relationship management strategies. "CRM analytics in the region, however, will continue to be held back until the region's marketers develop a greater appreciation for both sophisticated segmentation models and personalized campaigns via direct channels."


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Word to the Wise: 100% Viewability

Word to the Wise: 100% Viewability

100% viewability is quite the myth.

12 Big Data Facts for Marketers in 2014

12 Big Data Facts for Marketers in 2014

The idea of Big Data is nothing new, but its potential to solve today's problems and spark innovation is unprecedented.

Harvard Prof: Marketers Need to Step Up Their Predictive Abilities

Harvard Prof: Marketers Need to Step Up Their ...

Statistics expert Edo Airoldi says data must be paired with predictive analytics before marketers can truly forecast customer behavior.