Marcelo Chanis, Latin America


Marcelo Chanis. Customer Champions Latin American associateIn partnership with Customer Value Management Inc. – USA, Marcelo Chanis started-up Customer Value Management Latin America Ltd. The organisation’s mission is to help their clients’ leverage and sustain competitive advantage through the strategic deployment of customer satisfaction data and information, by combining global expertise in CVA methodology with a deep understanding of the local market and their specific clients’ needs.

CVM Latin America works closely with CVM Inc, developing and implementing different Customer Value Analysis techniques and approaches for the Latin American market. Marcelo has extensive experience in the practical application of analysis and interpretation of customer information and econometric models in both, business-to-business and business-to-consumer research.

Marcelo achieved the position of Marketing Research Head for the Southern Cone at Whirlpool, conducting qualitative and quantitative research in Brazil, Argentina, Chile, Paraguay and Peru. Before joining Whirlpool, he worked at Andersen Consulting for the Strategic Services Business Unit, gaining experience in market and financial analysis and projections, outline of management models and business process re-engineering.

Marcelo is a Certified Public Accountant, and has several postgraduate studies:

  • Advanced Marketing Program (J.L.Kellogg G.S.of Mgnt.)
  • Economic Value Added (Indiana University)
  • Strategic Consultant (Andersen Consulting Chicago)
  • Brand Marketing (Values and RBC Buenos Aires)
  • Sales Forecasting Methods (MIT /CEMA Buenos Aires)

Marcelo was also a member of the Planning and Controlling Commission of the Argentine Council for Professionals Graduated in Economic Sciences.

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