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Salesforce Partner #1 SALESFORCE in Latin America PARTNER #1

IN LATIN AMERICA We focus on understanding the needs of our customers.

We are experts in the specialized solutions of Salesforce adapted to each industry with the goal of enhancing innovation and value generation for our customers.

High Specialization by Industry

CPG & Retail Manufacturing Automotive Consumer

Goods

Travel and Hospitality

Financial Services

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Te c h n olo g y

Pandemic:

Electroshock Digital Transformation The dawn of a technological revolution in our society

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Written by Oscar Emo

Te c h n olo g í a

At

the beginning of 2020,

digital evolution, both as a tool to

we could not even

provide competitive advantages,

begin to imagine what

as well as a vehicle to serve a

was just around the

generation of young people that

corner. At that moment, our plans

expect immediacy and hyper-

as a provider of Salesforce-based

personalization in every interaction

Digital Transformation technology

with a brand or service.

solutions were focused on showing our clients the value and need of

News of a strange disease in China, leading to the closure of

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Te c h n olo g y

entire cities, were perceived as an

In a few months, our most

overseas issue, far away from the

technology-averse friends and

U.S., in a context of an almost political relatives −even seniors? (If you are style of control characterized by

giving this to people in the US, I might

extreme measures. Westerners did

remove this part)− have evolved in

not see it coming as the beginning

the way they used their devices; they

of the brutal reality a few weeks later

are no longer limiting themselves to

reached Europe, the United States

basic social networks. Suddenly, they

and, on short notice− our Latin

are also making video conferences for

American countries. Even as the first

both work and celebrating birthdays,

cases struck −a few dozen per day−

sending packages and buying services

we were still in denial that in a very

and products on-line, replacing

short time human drama and the loss

the decades-old ritual of paying a

of lives would force governments to activate stringent containment measures that would severely affect the economy as well as our way of living, working and interacting.

These circumstances would also shift consumer expectations about how a brand or supplier should interact with them and how companies can influence their purchase decisions.

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weekend visit to shopping malls and grocery stores. In the flash of en eye, our entire society adopted behaviors that were thought to be exclusive to Millennials and Generation Z, accelerating an revolutionary change that otherwise would have taken a few more years.

It was an

Te c h n olo g í a

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Te c h n olo g y

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“electroshock” therapy towards digital

strategy that encompasses all points

transformation that took just a few

of interaction with the customer, we

months and coined a new reality that

must start from two central areas:

will surely remain well beyond the end

Digital Marketing and E-Commerce.

of the pandemic.

The post pandemic reality that lies

When we talk about lead generation and purchasing process in a digital

ahead requires companies to interact

environment, the vision is much

efficiently and in an innovative way

deeper and more complex than merely

in the digital world, no longer as a

sending emails, hiring an Ad Agency

competitive advantage, but as an

to have a presence in Social Networks

essential comparative advantage

and a website with a Shopping Cart.

to survive and remain as a relevant

The new reality makes mandatory to

player in its ecosystem. Not only is

develop a much deeper interaction

there no turning back on the habits

with the consumer to obtain a detailed

and behaviors that society had

understanding of his/her interests,

adopted in the past months, but the

searches and previous experiences

economic recovery will speed up

before visiting our on-line assets, so

investment in the digital space, making that what the site presents is not just

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it a centerpiece of any strategy or

the discount of the month, but fully

business model for all industries.

customized information that allows

Despite the imperative need to

interaction according to the specific

establish a digital transformation

interests and needs of the customer.

Freeway Consulting

Mass mailings are no longer

substantial increases in the depth

enough as relevant and personalized

of customer relationships and −of

communications are now required

course− in revenue.

−at the right time and through the

While it is true that the need

customer’s preferred channel− offering for digital transformation could a custom-tailored, on-line experience

be perceived more clearly in B2C

suited to the tastes, interests, needs

(Business to Consumer) environments,

and preferences of the buyer. In our

the impact on B2B (Business to

extensive experience with Salesforce

Business) scenarios is equally

solutions in industries such as Retail

profound and transformational. This

and Consumer Goods, we have seen

is generating the imperative need for

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Te c h n olo g y

a much more agile and integrated digital model of relationship with distributors and suppliers, as well as a dramatic evolution of the commercial force towards a 360 vision of the customer. If properly executed, this will allow us to integrate and leverage INDUSTRY:

Information Technology & Services

the productive components of the organizations, making possible realtime projection of prices, production requirements and impacts on the supply chain.

The beginning of the end of the

CONTACT: freewayconsulting.com info@freewayconsulting.com

pandemic in the second half of 2021, will undoubtedly mark one of the most accelerated periods of technological evolution witnessed by mankind, driven by a reactivation of the

FOLLOW US:

economy, by an ecosystem strongly adapted in recent months to the digital world and for an increasingly advanced range of solutions adapted to the Electroshock therapy that we have experienced. We are about to bear witness a new digital revolution in our society.

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freewayconsulting.com info@freewayconsulting.com