Location/Region: Bogota, COL
Industry: Business Association
Apps implemented: CRM, Sales, Events, Website, Purchase, Inventory, Accounting, Documents, Surveys
Software
Replaced: Multiple isolated software applications
Size of the company: 120 at the National Presidency and + 1,000 more in regional offices.
Hosting type: Odoo Online
When it comes to managing complex operations and optimizing communication, Fenalco, the largest trade association in Colombia, found an invaluable ally in Odoo. This powerful integrated software solution has transformed the way the association manages thousands of opportunities, events, processes, communications, and campaigns, making the organization more efficient, agile, and data-driven.
With over 80 years of history, Fenalco is dedicated to representing Colombian merchants and entrepreneurs, serving their needs across multiple commerce sectors. Since its inception, the organization has focused on providing support, training, and timely information to its members through events, educational programs, and updates.
With a structure that includes 120 people at the National Presidency and nearly 1,000 more in its 30 regional offices, the volume and variety of its activities require robust tools to keep everything running smoothly, from CRM, sales, events, surveys, registrations, and marketing campaigns to accounting and finance.
One example of this is Fenalconecta, a platform led by the Technology Department to interconnect and report the association’s activities to its members, clients, program participants, and beneficiaries, allowing for a comprehensive view of each user.
“Odoo has been an integrating tool. It has allowed us to move from having scattered information in spreadsheets, unstructured and independent forms, isolated communication systems, and outdated portals to having a cloud-based system with reliable information, structured workflows, process traceability, and governance.”
Before Odoo? Multiple Systems, Zero Integration
Before implementing Odoo, Fenalco relied on a fragmented set of different software solutions. They used several applications for specific functions, but the lack of integration caused inefficiencies, delays, data mistrust, and isolated databases that hindered growth and real-time decision-making.
Among the programs they used were various email marketing tools, independent survey platforms, manual spreadsheets for managing contacts, an in-house event and registration system, a difficult-to-update portal, and decentralized contact databases. Faced with the need to integrate their systems, they evaluated various ERP solutions to support their operations. However, many of these alternatives lacked the flexibility and unified approach required, in addition to involving high costs and long implementation times.
"The fragmentation of systems made it difficult to keep information up to date or to respond quickly to the needs of our members and the Presidency of the association. Each department worked independently, limiting our ability to automate and improve processes."
Discovering Odoo: One Platform for All Process
The discovery of Odoo came from the search for a solution that could integrate all critical processes into a single platform. The ability to manage everything in one place, from contacts, marketing, portals, forms, CRM, and sales to accounting and event registration; was key in choosing Odoo as the Federation’s platform.
“We evaluated several ERPs like Microsoft, Oracle, and SAP. After analyzing our needs, reviewing costs, and conducting internal surveys, we saw that Odoo was the best fit due to its functionality and ease of use. We even started with the free version (in 2020, working from home during the pandemic) so that the team could get familiar with it,” Rodrigo recalls.
Since adopting Odoo (to date, the association has implemented more than 20 modules), Fenalco has seen remarkable improvements in efficiency and operational control, as well as in the centralized and reliable management of data.
- For example, they have created more than 80 online forms to record users’ informed consent for data processing, something that was almost impossible to manage effectively before. This functionality even helped resolve a legal dispute by proving documentation of consent through Odoo.
- Likewise, event management is now much simpler: during all their activities, participants register and pay online from anywhere in Colombia or around the world. Through the portal, they receive their access badge with a QR code, automatically complete surveys before the event ends, receive their digital certificate just minutes after it concludes, and later access the portal for other materials: all thanks to Odoo’s integrated modules.
"We have many activities with different sectors, and we upload news and documents of interest for commerce daily to our FENALCONECTA portal. We also conduct surveys on different special dates, and we manage purchases, sales, CRM opportunities, contacts, and accounting processes, one of the modules we use the most."
- Fenalco also accelerated the development of websites and portals, quickly launching dedicated portals for projects in collaboration with public and private entities.
- Centralizing contacts and documents within the system has prevented the team from wasting time searching for information in external folders or tools.
- Another highly valued feature is the ability to attach documents directly to contacts (such as certificates of legal existence, chamber of commerce documents, and representatives’ records), reducing administrative workload by making it easy to access members’ and merchants’ tax information.
- The auto-save function also prevents data loss, and notification alerts keep the team informed about pending tasks.
The improvements in efficiency are evident: processes that used to take days now take just minutes:
"We used to take two or three days to make a change to a portal; now it takes just a few minutes. As for general processes, I estimate we’ve improved efficiency by 90%, especially by automating quotations and approvals."
What’s Next for Fenalco: More Automation
Fenalco plans to continue advancing in the automation of internal processes, particularly in areas such as human resources and payroll. The organization also intends to migrate to Odoo version 18 this year to explore new functionalities.
Additionally, Fenalco is interested in leveraging artificial intelligence tools within the system, particularly in the CRM module. Their goal is to move toward more autonomous processes where AI can distribute tasks and manage opportunities automatically.
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“As a trade association platform, we can confidently say we are very satisfied and truly value the experience we’ve had. We renewed our license for five more years because we see a promising future with Odoo. We didn’t do it lightly; we did it because we truly believe in what’s coming.”
Fenalco proves that even trade associations, regardless of their size, can take the leap toward digital transformation by using a tool like Odoo. Their experience serves as an example for other organizations seeking to integrate their processes, professionalize data management, and make decisions based on reliable, real-time information. If your company or association still relies on spreadsheets and multiple platforms, now is the time to consider a comprehensive solution like Odoo.