MADISON LATAM

What MADISON LATAM does

MADISON LATAM is the Latin American operating brand of Madison, an international Customer Experience 360° consulting firm legally domiciled in Peru as TELECYL PERÚ, S.A.C. (RUC 20544751442). The firm operates through two core service lines: CX, Insights & Analytics — a research-driven consulting practice covering voice of customer, mystery shopping, digital brand valuation, behavioral analytics, and customer experience transformation — and Eventos y Comunicación — corporate event planning, digital campaigns, branding, and 360° campaign design. The underlying technology stack combines proprietary CX 360° methodology with a strategic partnership with SANDSIV (Sandsiv+ platform) for AI-powered multichannel sentiment analysis, predictive algorithms, and real-time CX management, supplemented by in-house data science (NLP on text and call recordings, predictive analytics for fraud and customer intention) and cloud contact center infrastructure for BPO operations.

The business model is a B2B professional services firm generating revenue primarily through customized enterprise consulting projects and multi-year contracts, plus managed services revenue from call center/BPO engagements (outbound survey calling and bilingual customer care, notably for tourism clients such as Civitatis). Pricing is quote-based and project-scoped, with disclosed BPO compensation of approximately S/1,130 monthly gross salary per agent indicating a labor-arbitrage model layered on top of higher-margin consulting work. The firm employs over 2,000 people globally (100+ in Peru) across offices in Lima (HQ), Bogotá, and three Spanish locations (Madrid, Valladolid, Asturias), executing projects in 25 countries across five continents for a permanent base of more than 50 enterprise brands spanning banking, insurance, telecommunications, retail, education, tourism, health, logistics, consumer goods, transportation, industrial, and automotive sectors — including Scotiabank, BBVA, Santander, Claro, Entel, Cencosud, Rimac, and Civitatis.

Name

MADISON LATAM

Legal name

TELECYL PERÚ, S.A.C.

Website

https://madisonmk.pe

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

MADISON LATAM is a Peru-based international Customer Experience 360° consulting firm serving enterprise clients across Latin America and Europe with CX research, market insights, corporate event management, and bilingual BPO services across more than 25 countries.

Ownership category

akta.pro rank

Product category

Customer Experience Consulting

NAICS

Management Consulting Services (54161), Advertising Agencies (541810), Telemarketing Bureaus and Other Contact Centers (561422), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Management Consulting Services (8742), Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Customer Journey Orchestration & Campaign Management (BPAFAFAF)

akta.pro secondary industries

General Customer Service & Contact Center Operations (BPAAAAAA), Customer Engagement & Messaging (Email, SMS, Push, In-App) (BPAFAFAI), Call Center/Telemarketing & Outbound Customer Engagement (MPAAAIAN), Brand Experience (BX) & Service Design (BPAFAEAI)

Keywords

• Customer experience consulting
• Market research services
• Voice of customer analysis
• Corporate event management
• Customer experience analytics

Headquarters

HQ city

Miraflores - Lima, Lima

HQ country

Peru

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. CX, Insights & Analytics Services: Market research and customer experience consulting services that transform data into actionable knowledge, including voice of customer programs, mystery shopping, digital brand valuation, and behavioral analytics.
2. Events & Communication Services: Event planning and execution services including corporate events, digital campaigns, marketing, design, branding, and communication tactics. Services include offline and online events, team building activities, and 360-degree campaign design.
3. Call Center/BPO Services: Outbound survey calling services and customer care services, including bilingual customer support for tourism clients like Civitatis.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Madison Latam is an international customer experience (CX) 360° consultancy that helps enterprises elevate customer-brand connections. It operates two core service lines: (1) CX, Insights & Analytics, which transforms data into actionable knowledge through market research, voice of customer programs, mystery shopping, digital brand valuation, and behavioral analytics; and (2) Events & Communication, which plans and executes corporate events, digital campaigns, marketing, branding, and 360° campaign design. A BPO/Call Center arm delivers outbound survey calling and bilingual customer care services.

Product overview

MADISON LATAM is a Customer Experience 360° consulting firm operating through two core service lines: Cx, Insights y Analytics (data-driven consulting and research) and Eventos y Comunicación (event planning and communications). The product portfolio includes specialized sub-products under CX services (Voz del Cliente, Mystery Shopper, Digital Brand Valuation) and event services (virtual events with AR/VR, campaign design 360°), supplemented by agency services for digital marketing, branding, technology solutions, and internal communications. Through a strategic partnership with Sandsiv+, the company integrates a CXM platform for advanced Voice of Customer analytics and AI-driven customer experience management.

Differentiator

Problem solved

Functional benefit

Products and services

• Cx, Insights y Analytics Customer experience consulting service that transforms data into actionable insights using digital technology. Covers deep market research, trend analysis, voice of customer programs, mystery shopping, digital brand valuation, and behavioral analytics for enterprise brands.
• Eventos y Comunicación Corporate event planning and execution service creating physical and digital brand experiences, including year-end parties, networking events, anniversaries, product launches, BTL activations, team building activities, virtual events using 360° video/AR/VR, social media strategy, and 360° campaign design.
• Call Center/BPO Services Outbound telephone survey execution and bilingual customer care/customer support services, delivered through cloud-based contact center technology. Serves clients such as Civitatis for multilingual tourism support.
• Voice of Customer (Voz del Cliente) Customer voice analysis service enabling organizations to capture, analyze, and respond to customer feedback across channels in real time to drive loyalty and satisfaction improvements.
• Mystery Shopper Mystery shopping research service used by retail and service brands to evaluate customer experience, operational compliance, and service quality at physical locations.
• Digital Brand Valuation (Valor de Marca Digital) Digital brand valuation and tracking service that measures brand equity, digital presence, and brand strength across digital channels.
• Virtual Event (Evento Virtual) Virtual event production service using 360° video, augmented reality (AR), and virtual reality (VR) technologies to deliver immersive experiential brand events.

Quantifiable outcome

• High NPS with external clients
• +2 more outcomes

Named customers31 records

Segments7 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability6 records

Feature4 records

Partnerships

One partnership is on record.

• SANDSIVcoreTechnology or Integration · 5 December 2024Strategic alliance with SANDSIV, a global leader in customer experience management (CXM) and Voice of Customer (VoC) technology. The partnership combines Madison's deep knowledge of the Latin American market with SANDSIV's advanced capabilities including multichannel sentiment analysis, real-time proactive management, and AI-powered predictive algorithms. Together they help enterprises transform data into strategic actions that optimize customer interactions.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• TTEC: Global CX technology and BPO operator with significant Latam delivery and CX consulting services (TTEC Digital). Directly comparable business model combining managed customer care with CX design and analytics for enterprise verticals overlapping Madison's banking, telecom and retail clients.
• Concentrix: Global CX and BPO firm combining customer care delivery with CX strategy, analytics and design - the same convergence of consulting and operations that defines Madison. Competes for the same enterprise outsourcing RFPs and increasingly for managed CX analytics work.
• Atento: Latin America-leading BPO and customer experience outsourcer spun out of Telefónica, headquartered in Spain with major operations in Peru and Colombia. Head-to-head competitor for Madison's BPO arm and bilingual/Spanish customer care for tourism and retail clients in the region.
• Teleperformance: World's largest customer experience management and call center/BPO operator with deep Latam presence (Colombia, Peru, Brazil). Directly comparable to Madison's BPO and bilingual customer care arm and a competitor for enterprise CX outsourcing contracts across the same banking, telecom and tourism verticals.
• Ipsos: Global market research and CX firm running voice of customer, mystery shopping, brand valuation and customer experience programs worldwide, including dedicated Latam operations. Directly comparable to Madison's CX Insights & Analytics line across both methodology and target verticals (banking, telecom, retail).
• Kantar: Global market research and insights business with a strong Latin American presence and explicit brand valuation, customer experience and consumer research practices. Comparable to Madison across VoC, digital brand value and mystery shopper offerings (Kantar's logo appears as a Madison client/reference, indicating direct competitive overlap).

Broad incumbents

• Qualtrics: Experience management (XM) software platform owned by SAP, providing VoC, journey orchestration and CX analytics. Competes with the SANDSIV+ platform that Madison resells and increasingly competes for the strategy layer that Madison consults on.
• NielsenIQ (NIQ): Global consumer intelligence firm providing consumer research, retail measurement and CX insights. Comparable to Madison for enterprise customers seeking large-scale research programs and competes for the same consumer-insights RFPs in retail, CPG and tourism.
• GfK Consumer Experience: Global market research firm with a consumer experience practice covering CX, brand tracking and customer journey analytics. Comparable to Madison for enterprise clients seeking consumer and CX research, with comparable multi-region service delivery.
• Medallia: Enterprise CX and VoC platform with AI-driven text and speech analytics. Direct technology competitor to Madison's SANDSIV partnership for enterprise CX platform decisions, increasingly bundled with implementation partners that overlap Madison's professional services scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/madison-peru

Compliance2 records

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 MADISON LATAM