Asociación DEC Argentina

What Asociación DEC Argentina does

Asociación DEC Argentina is the Argentine chapter of DEC (La Asociación para el Desarrollo de la Experiencia de Cliente), a Spain-founded non-profit professional association established in Spain in 2014 and expanded into Argentina with its official launch in September 2024. Headquartered in Buenos Aires with a team of seven, the association serves as a CX/EX industry body for Argentine enterprises, with a corporate membership base of more than 40 organizations spanning banking, energy, insurance, healthcare, telecommunications, retail, beverage, and technology. Its product surface centers on three streams — a community/events layer (annual Congreso, Coloquio DEC, workshops), an education/certification layer built around proprietary frameworks including Onda del Cliente®, Onda del Empleado®, and BECO, and an intelligence layer anchored by the Observatorio DEC and the association blog.

The organization's go-to-market runs on annual corporate membership dues, certification and training program fees (including a 128-hour program delivered with Universidad Torcuato Di Tella), and event-related revenue. Content and credibility are reinforced through partnerships with academic institutions (Di Tella, TEA Cegos) and global consultancies (BCG, Lukkap, Avanade Spain), and the entity participates in the wider DEC network present in Spain, Chile, Mexico, and Portugal. Trademarks for its proprietary frameworks are registered in Argentina, providing a defensible IP layer around its CX/EX methodology.

Operationally the entity is small and disclosure-light: financial results are not publicly reported under its non-profit status, and pricing across all revenue streams is undisclosed. Strategic emphasis is concentrated on deepening membership penetration across Argentine verticals, scaling the certification product through the academic partnership, and extending the events calendar — with the II Congreso scheduled for 2026 — to drive recurring engagement.

Name

Asociación DEC Argentina

Legal name

LA ASOCIACIÓN PARA EL DESARROLLO DE LA EXPERIENCIA DE CLIENTE

Website

https://asociaciondec-ar.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Asociación DEC Argentina is a Buenos Aires-based non-profit professional association, the Argentine chapter of Spain's DEC network, that serves 40+ Argentine enterprises with CX/EX membership, proprietary frameworks (Onda del Cliente®, Onda del Empleado®, BECO), training, certification, and industry events.

Ownership category

akta.pro rank

Product category

Professional Membership Association

NAICS

Business Associations (813910), Educational Services (611), Professional Organizations (813920)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro primary industry

Customer Experience (CX) & Service Excellence (EDABACAB)

akta.pro secondary industry

Continuing Education (CE/CPD) & Provider Accreditation Bodies (EDADACAF)

Keywords

• Customer experience association
• Professional CX certification
• Employee experience training
• CX professional development
• Customer experience research

Headquarters

HQ city

Buenos Aires

HQ country

Argentina

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Annual Membership Dues: Companies and professionals pay annual membership fees to join DEC Argentina. Some content and events are exclusively accessible to paying members in good standing.
2. Professional Certification Fees: Revenue generated from DEC CX certification exams and the professional development program. The certification has a cost separate from the training program.
3. Professional Development Training Program: Revenue from the 128-hour DEC Program for Professional Development in Customer Experience, offered in partnership with Universidad Torcuato Di Tella in both in-person and online formats.
4. Events and Workshops: Revenue or engagement from organizing and hosting events including Congresses, Coloquios, Workshops, Webinars, and the Desayuno con Propósito. Some events may have associated fees or are sponsored.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Asociación DEC Argentina is a non-profit professional association that serves as the Argentine chapter of DEC (Asociación para el Desarrollo de la Experiencia de Cliente). It sells annual memberships to companies and professionals, the DEC CX professional certification, a 128-hour professional development training program delivered in partnership with Universidad Torcuato Di Tella, and access to events, workshops, webinars, DEC Solving advisory forums, and a trends observatory research service. The association also licenses proprietary CX/EX methodologies such as the trademarked Onda del Cliente® framework.

Differentiator

Problem solved

Functional benefit

Products and services

• DEC Argentina Annual Membership Annual recurring membership granting corporate and individual CX/EX professionals access to the private member area, partner directory, exclusive events (Viernes DEC, DEC Solving), CX job board (Bolsa de Empleo CX), and members-only content. Offered as three tiers: Socio Representante for companies, Socio Profesional for individuals, and Socio Colaborador for consulting/vendor firms.
• Certificación DEC CX Professional CX certification program featuring a 70-question online exam grounded in the Onda del Cliente framework. Certification is valid for three years and requires renewal. Aimed at CX/EX practitioners seeking a standardized credential recognized across Spanish-speaking markets.
• Programa DEC para el Desarrollo Profesional de la Experiencia del Cliente 128-hour (16-session, 8-week) professional development program in Customer Experience delivered in partnership with Universidad Torcuato Di Tella in both in-person (Di Tella campus) and online (Zoom) formats. Covers CX strategy, methodologies, and implementation. Aimed at professionals pursuing formal CX training.
• DEC Solving Small-group expert advisory forum (maximum 10 participants) addressing a specific CX topic. The organizing member proposes the topic and target participant profile; DEC handles invitation, moderation, and produces a summary report. Aimed at member companies seeking peer expertise on a defined CX challenge.
• Workshops DEC In-person or remote practical workshops conducted with CX methodologies or technological tools. Led by partner consulting firms or CX service companies whose proposals are validated by the association. Aimed at member organizations seeking hands-on CX/EX training.
• Congresos DEC (Annual Congress) Annual congress events (e.g., II Congreso DEC 2026, Coloquio DEC 2025) that gather CX professionals for knowledge sharing, networking, and industry recognition. Aimed at the broad Argentine CX community.
• Observatorio de Tendencias (Trends Observatory) Members-only research service that monitors more than 10,000 specialized sources to track emerging CX and EX innovations nationally and internationally. Publishes the annual "Anuario de Tendencias" in collaboration with Avanade Spain and Vecdis, covering AI, biometrics, machine customers, trust economy, skill models, and CX measurement.

Quantifiable outcome

• 400+ professionals have obtained the DEC CX Certification since its launch in 2015, expanding to Latin America from 2020
• +5 more outcomes

Named customers36 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability7 records

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Universidad Torcuato Di TellacoreStrategic or Co-development PartnerDEC Argentina has a strategic partnership with Universidad Torcuato Di Tella for delivering the 'Programa DEC para el Desarrollo Profesional de la Experiencia del Cliente.' Di Tella provides campus facilities, administrative support, and academic credibility for the 128-hour in-person program. The partnership enables DEC's methodology to reach the university's professional network and positions the program as academically endorsed.
• DEC España (Parent Association)coreStrategic or Co-development PartnerDEC Argentina operates as the Argentine chapter of the DEC Association (Spain). DEC Spain is the founding and parent entity, providing the proprietary Onda del Cliente framework, certification program (administered with TEA Cegos), and observatory content. The relationship involves methodology licensing, certification administration, and cross-country event collaboration.
• TEA CegoscoreStrategic or Co-development PartnerTEA Cegos co-administers the DEC CX professional certification exam, providing rigor and objectivity to the certification process. Their involvement ensures statistical validity of exam questions and examination standards, which gives enterprises confidence when hiring DEC-certified professionals.
• DEC ChilecoreStrategic or Co-development PartnerDEC Argentina shares resources, research, and events with DEC Chile, another chapter of the DEC association. The two chapters collaborate on joint studies, cross-promote events, and share CX reports (e.g., the Centennials study and AI in CX/EX study were produced by DEC Chile and made available through DEC Argentina).
• QualtricsminorGTM or Marketing PartnerQualtrics is a corporate member and sponsor of DEC Argentina events, including webinars. Paulina Focaia (Employee Experience Strategist) and Eliana De Celis (Senior Principal Solution Engineer) at Qualtrics served as speakers for a DEC Argentina webinar on AI in Employee Experience.
• NumiaminorGTM or Marketing PartnerNumia is a corporate member that co-hosted the Workshop DEC 'Taller de IA como Motor de Eficiencia' with DEC Argentina on June 25, 2026. The workshop focused on AI applied to physical-world customer experience. Joaquín Zoilo Vedoya (COO) and Nicolás Ariel Demner (CCO) represented Numia at the event.
• Swiss MedicalminorGTM or Marketing PartnerSwiss Medical is a corporate member and event sponsor of DEC Argentina, supporting workshops and events. Their sponsorship provides visibility among DEC Argentina's CX professional community.
• Avanade SpainminorStrategic or Co-development PartnerAvanade Spain collaborated with DEC Spain and Vecdis on producing the 'Anuario de Tendencias' (Trends Yearbook) for 2025 and 2026. The observatory content is shared with DEC Argentina members.
• DEC MéxicominorStrategic or Co-development PartnerDEC Argentina is part of the broader DEC network that includes DEC México, alongside DEC España and DEC Chile. The network shares research, methodology, and events across Spanish-speaking countries.
• CEIM (Confederación Empresarial de la Industria y los Servicios)minorStrategic or Co-development PartnerCEIM collaborated with DEC Argentina to convene the 'Jueves DEC - Experiencia Que Mueve Negocios' event in April 2026, held at Universidad Siglo 21. CEIM's President Natalia Gitelman moderated the panel. The event gathered 76 professionals from CEIM member companies.
• BCG (Boston Consulting Group)minorStrategic or Co-development PartnerDEC and BCG jointly produced the report 'Reinventarse: El gran reto de la Experiencia de Cliente,' based on over 22,000 consumer interviews across 200 brands in 20 sectors. The report is available through DEC Argentina's publications.
• Deloitte DigitalminorStrategic or Co-development PartnerDEC Chile collaborated with Deloitte Digital on the 'Estudio Gestión de la Experiencia de Cliente en Chile,' which is accessible through DEC Argentina's resources. The study focuses on CX measurement capabilities in B2C companies.
• LukkapminorStrategic or Co-development PartnerDEC collaborated with Lukkap on the 'Estudio de Experiencia de Paciente' (Patient Experience Study), analyzing more than 12,000 patients globally with support from IDIS. The study is accessible through DEC Argentina's CX reports section.
• BrincaminorStrategic or Co-development PartnerDEC Chile partnered with Brinca on the 'Informe Uso, Aplicación y Percepción de la IA en CX/EX,' the first AI adoption study for CX/EX processes in Chile. The study is accessible through DEC Argentina's reports.
• ESE Business School (Chile)minorStrategic or Co-development PartnerDEC Chile collaborated with Guillermo Armelini, Professor of Marketing at ESE Business School (Universidad de los Andes), on the 'Modelo ROI Experiencia de Cliente' study exploring ROI measurement in CX investments. Findings are shared through DEC Argentina's resources.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• DEC Portugal: DEC Portugal is the Portuguese-language chapter of the same network, offering the same CX/EX membership and certification model. It is a directly comparable regional peer, relevant because DEC Argentina and DEC Portugal occasionally share resources and a pan-Iberian CX community.
• CXPA (Customer Experience Professionals Association): CXPA is the global standard-bearer for CX professionals with its own CCXP certification. It is the most direct international peer to DEC Argentina, operating the same professional membership + certification model that DEC Argentina targets in the Spanish-speaking world.
• DEC México: DEC México is another sister chapter of the DEC network, sharing the same framework, certification and membership model. It is a directly comparable regional peer in the Latin American CX market.
• DEC Chile: DEC Chile is a sister chapter of the same DEC network, operating the same membership, certification and research model in Chile. It directly mirrors DEC Argentina's structure and is a comparable geographic peer in the broader Spanish-speaking CX market.
• DEC España: DEC España is the founding parent association and operates the same CX/EX membership model, certification program, and Onda del Cliente framework. It is the most direct comparable organization and effectively the source of most of DEC Argentina's core IP and programming.

Emerging players

• IZO: IZO is a Spanish CX consulting and technology firm that is a corporate member of DEC Argentina. It competes for CX advisory budgets and runs CX methodology training, partially overlapping with DEC Argentina's training and certification offerings.
• Lukkap: Lukkap is a CX/EX consulting firm that has partnered with DEC on the joint 'Estudio de Experiencia de Paciente' (12,000+ patients). It operates in adjacent CX research and consulting in Spain and Latin America and overlaps with DEC Argentina's enterprise CX audience.

Regional players

• AEC (Asociación Española de la Calidad): AEC is a Spanish quality-management and certification association with overlapping methodology focus (process excellence, EFQM). It is an adjacent peer in the broader Spanish-language professional certification and quality ecosystem where DEC Argentina operates.

Broad incumbents

• XM Institute by Qualtrics: XM Institute is Qualtrics' CX/EX thought leadership and training arm and is a corporate member of DEC Argentina. While broader in scope and tied to a global experience-management platform, it competes for the same enterprise CX training and certification budget.
• ICMI (International Customer Management Institute): ICMI is a long-established global contact-center and customer-experience training and certification organization. It competes for the same corporate CX training budget with a broader, more US- and English-language focus than DEC Argentina's Spanish-language niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/asociaciondecar

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Asociación DEC Argentina