Asociación DEC Chile

What Asociación DEC Chile does

Asociación DEC Chile is a Santiago-based non-profit professional association launched on May 28, 2020 as the Chilean chapter of DEC España (Asociación para el Desarrollo de la Experiencia de Cliente), operating under a 14-person team with a 80+ corporate membership base spanning banking, retail, telecommunications, energy, healthcare, and insurance. The association sells a subscription-based membership model (Empresa, Representante principal, Socio Profesional tiers) that grants access to an annual congress, the Premio DEC Chile awards franchise, Viernes DEC sessions, workshops, webinars, and the Observatorio de Tendencias, which monitors 10,000+ specialized sources. It also generates transactional revenue from CX certification programs (exam cycles in November and July), event participation fees, and publications such as '88 prácticas reales y efectivas para ser una empresa cliente céntrica' and 'Experiencia de Cliente Rentable 2.0'. DEC Chile distributes its offering primarily through direct membership sales, a private member portal, and the Hub Consultoras directory that connects members with CX/EX consulting firms, while leveraging its affiliation with the broader DEC Global network in Spain, Argentina, Mexico, and Portugal.

DEC Chile does not develop technology products. Its core intellectual property consists of two registered trademarks — Onda del Cliente® and Onda del Empleado® — which serve as proprietary CX and EX measurement frameworks used by member organizations. The association's go-to-market is community-led and event-driven, with a sales-led overlay for direct enterprise membership outreach; awareness is generated through LinkedIn, Instagram, an active blog, earned media coverage, and an annual calendar of in-person events. Strategic partnerships with Chilean universities (UDD, FEN U Chile, Universidad de los Andes), AMDD, and BRINCA extend the value proposition into education, regulatory compliance, and AI training, while Hub Consultoras partners such as Ipsos, Konecta, Teleperformance, Zerviz, and E-Contact supply the implementation layer that members can engage.

Name

Asociación DEC Chile

Legal name

ASOCIACIÓN PARA EL DESARROLLO DE LA EXPERIENCIA DE CLIENTE

Website

https://asociaciondec-cl.org

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Asociación DEC Chile is a Santiago-based non-profit association that serves 80+ large Chilean corporations with membership-based access to Customer Experience and Employee Experience events, certification, proprietary frameworks (Onda del Cliente®, Onda del Empleado®), and the annual Premio DEC Chile awards program.

Ownership category

akta.pro rank

Product category

Professional Association Services — Customer Experience

NAICS

Business Associations (813910), Convention and Trade Show Organizers (561920)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Customer Experience (CX) & Service Excellence (EDABACAB)

akta.pro secondary industries

Professional & Association Conferences (MPAGAGAB), Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)

Keywords

• Customer experience association
• CX professional certification
• CX industry events
• Experience measurement frameworks
• Corporate CX membership

Headquarters

HQ city

Santiago

HQ country

Chile

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Annual membership fees (cuotas) charged to corporate members for access to the association's networking events, knowledge resources, certification programs, and private content. Membership tiers include Empresa (company), Representante principal (principal representative), and Socio Profesional (professional member).
2. Event Participation Fees: Revenue from congresses, awards ceremonies, workshops, webinars, and special events. Some events are exclusive to members while others may be open to non-members.
3. CX Certification: Fees charged for professional certification programs in Customer Experience and Employee Experience management.
4. Publications and Books: Sale of books and reports including titles like '88 prácticas reales y efectivas para ser una empresa cliente céntrica' and 'Experiencia de Cliente Rentable 2.0'. Some publications are exclusive to members.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Asociación DEC Chile is a non-profit professional association that brings together more than 80 Chilean companies to develop and professionalize customer experience (CX) practices. It sells corporate CX memberships and delivers events (Congreso DEC, Premios DEC, Viernes DEC, workshops, webinars), a CX certification program, advisory sessions (DEC Solving), the Observatorio de Tendencias trend observatory, the Hub de Consultoras directory, and CX publications. Its audience is corporate CX, marketing, service and HR leaders rather than individual consumers.

Product overview

DEC Chile is a professional association (not a software product company) that offers a membership-based platform of services focused on Customer Experience (CX) and Employee Experience (EX) development. The core offering consists of professional events (Congresos, Premios, Viernes DEC, Workshops), the Observatorio de Tendencias for trend intelligence, DEC Solving advisory sessions, CX certification programs, a Hub de Consultoras directory, and proprietary measurement frameworks (Onda del Cliente and Onda del Empleado). Members also access publications (Papers, Reports, Books) through a private member portal. The organization connects companies and CX professionals through networking, knowledge sharing, and best practice dissemination rather than through a software product.

Differentiator

Problem solved

Functional benefit

Brands

• DEC Chile: The Chilean chapter of the Association for the Development of Customer Experience, promoting customer-centric culture among Chilean companies.

Products and services

• Congreso DEC Annual industry congress gathering CX leaders from member companies for keynotes, case studies and networking; targeted at corporate CX, marketing, service and HR teams in Chile.
• Premios DEC Awards program recognizing excellence in customer experience practices among corporate members across banking, retail, telecom, energy, healthcare and insurance.
• Viernes DEC Recurring professional sessions combining presentations, panels and networking on customer experience topics, available to member organizations.
• CX Certification Program Formal certification program that credentials professionals in customer experience practice, recognized across the DEC Global network.
• Workshops and Webinars Educational workshops and webinars on customer experience methods, frameworks and case studies for corporate teams.
• Observatorio de Tendencias Trends observatory that produces ongoing research and analysis on customer experience trends for use by member companies.
• DEC Solving Advisory sessions pairing member companies with CX experts to address specific customer experience challenges.
• Hub de Consultoras Curated online directory of CX consulting firms that member companies can engage for CX projects.
• CX Publications Books, papers and reports on customer experience authored or curated by Asociación DEC Chile and made available to members.
• Corporate Membership Annual corporate membership granting access to all member services (events, awards, certification, Observatorio, publications, frameworks, DEC Global network) for a recurring annual fee paid by corporate entities.

Named customers20 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• DEC ArgentinacoreStrategic or Co-development Partner · 28 May 2020Part of the DEC Global network, enabling cross-border knowledge sharing and collaboration between Chilean and Argentine CX professionals.
• DEC EspañacoreStrategic or Co-development PartnerDEC España serves as the parent organization and patron of DEC Chile. The partnership provides international credibility, shared frameworks (Onda del Cliente®, Onda del Empleado®), access to the Observatory of Trends, and cross-border networking within the DEC Global network spanning Spain, Argentina, Mexico, and Portugal.
• DEC MéxicocoreStrategic or Co-development PartnerPart of the DEC Global network, enabling cross-border knowledge sharing and collaboration between Chilean and Mexican CX professionals.
• DEC PortugalcoreStrategic or Co-development PartnerPart of the DEC Global network, enabling cross-border knowledge sharing and collaboration between Chilean and Portuguese CX professionals.
• Universidad del Desarrollo (UDD)minorStrategic or Co-development PartnerLogo displayed as alliance partner on the DEC Chile website. UDD is a prominent Chilean university with programs in business and customer experience.
• Coca-Cola AndinaminorStrategic or Co-development PartnerLogo displayed as alliance partner on the DEC Chile website. Coca-Cola Andina is a major beverage company operating in Chile.
• AMDD (Asociación de Marketing y Datos Directos)minorStrategic or Co-development PartnerPartnership offering DEC Chile members a 50% discount on data protection courses. AMDD's Ethics and Self-Regulation Council provides training on data protection regulations effective in Chile from December 2024.
• FEN U Chile | U NegociosminorStrategic or Co-development PartnerPartnership with the Faculty of Business at Universidad de Chile offering DEC members a 20% discount on program fees.
• BRINCA (The Prompt Academy)minorStrategic or Co-development PartnerPartnership offering DEC members a 20% discount on The Prompt Academy PRO program focused on AI, workflow automation, and generative AI skills.
• Universidad de los AndesminorStrategic or Co-development PartnerPartnership offering DEC members a 30% discount on the Diplomado en Total Experience Management program. Classes begin May 12 in hybrid modality.
• Avantage (Avantage Chile)minorStrategic or Co-development PartnerPartner of the Observatory of Trends providing collaboration in trend research and analysis.
• AvanademinorStrategic or Co-development PartnerTechnology consulting partner collaborating on the Observatory of Trends content and CX/EX research.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• CX Network: International CX practitioner community and event organizer (formerly part of IQPC) running CX-focused conferences, awards, and digital content for global CX leaders - overlapping with DEC Chile's congress and community mission at a larger international scale.

Direct peers

• DEC Portugal: DEC Global chapter in Portugal with the same association framework, CX/EX focus, and member services model as DEC Chile.
• ICMI (International Customer Management Institute): Professional community and training organization focused on contact center and customer management professionals, with member events, certification, and a consulting directory - directly comparable membership-driven CX practitioner model.
• CXPA (Customer Experience Professionals Association): Global non-profit professional association for CX practitioners offering CX certification (CCXP), local chapter events, an annual summit, and member networking - structurally the international analogue of DEC Chile's association-plus-certification model.
• Asociación para el Desarrollo de la Experiencia de Cliente (DEC España): Parent organization and originator of the DEC association model, Onda del Cliente® and Onda del Empleado® frameworks, and Observatorio de Tendencias. Operates the same membership-plus-events-plus-certification format in Spain that DEC Chile replicates locally.
• DEC Argentina: Sister chapter of DEC Chile under DEC Global, operating the identical CX/EX association model, awards program, and certification in Argentina. Most direct peer given shared framework ownership, branding, and operating playbook.
• DEC México: Another sister DEC Global chapter running the same CX/EX association model in Mexico with shared frameworks, awards, and certification under the DEC España umbrella.

Broad incumbents

• Qualtrics XM Institute: Research arm of Qualtrics publishing CX/EX benchmarks, maturity assessments, and frameworks, and hosting practitioner events - a broader incumbent competing for the same CX thought-leadership and benchmarking mindshare that DEC Chile targets.
• Forrester Customer Experience practice: Global research and advisory firm with a dedicated CX practice running CX conferences (CX Summit), certification-adjacent training, and benchmark research serving enterprise CX leaders worldwide - a much larger incumbent in the same CX knowledge and community category.

Regional players

• IZO (IZO Chile): Chilean-anchored CX consulting and events firm offering CX training, benchmarking, and community programs in the same Chilean market as DEC Chile, with overlapping audiences of CX practitioners and corporate members.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DecChile
• LinkedInlinkedin.com/company/asociaciondeccl
• Instagraminstagram.com/decchile_

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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

Frequently asked questions about Asociación DEC Chile