PC Marketing: Compaq Announces New Customer Strategy in Latin America - Company Business and Marketing

Edge: Work-Group Computing Report, May 3, 1999

Compaq announced a new strategy aimed to better serve its customers' needs in Latin America that encompasses a new organization, "Go to Market" strategies, marketing programs and a portfolio of products, services and solutions that extend from palmtops to non-stop mission critical systems.

"Our strategy is called Customer Relationship Management and it's designed to better understand the customer needs, to align our offerings to those needs and to be primarily responsible for customer satisfaction across the region," said Enrique Ospina, Vice President and General Manager of Compaq in Latin America. "We have organized customer teams locally and regionally to support this strategy."

The first component of the strategy is called "Customer Choice." It is aimed to let customers determine where and how to buy from Compaq. Whether through the telephone, the Internet or the channel itself, the end customer will be able to purchase in a manner that best suits their needs. "We are launching our e-commerce capabilities in Latin America next week with the opening of our e-store in Mexico," said Roberto Moctezuma, E-Commerce Director for Compaq in Latin America. "After the initial launch in Mexico, the program will rapidly expand throughout the region. This makes Compaq the first computer company in the region with true e-commerce capability, positioning Compaq in the forefront of the Internet revolution."

With the combined capabilities of Compaq, Digital and Tandem and a new customer focus, Compaq extends its reach beyond the PC and into the IT market place. Compaq provides a full range of offerings from the Aero palmtop to 64 bit and non stop systems to cross industry and vertical markets solutions and services. FMI: http://www.compaq.com.