Delivery Hero’s Tobias Lüder on Knowing Your Customers, Channels, and Challenges

Ben speaks with Tobias Lüder, Head of CRM, Europe at Delivery Hero, an online food delivery service. They discuss the place of CRM in gaining and keeping customers, and the challenges data privacy regulations — especially GDPR — pose to customer retention success today. They also talk about the different channels Delivery Hero uses and for which purposes, what it's like to be behind the scenes on multiple app migrations, and why marketers need to keep things simple when talking to their customers.

Topics discussed:

• Tobias's journey in CRM marketing, from starting as a junior and working up to Head of CRM at Delivery Hero, responsible for the European market.
• The current state of consumer marketing, where customers are seeking the best deals, fatigued by ads, and not engaging as much with push notifications.
• The biggest challenges to CRM today, including how GDPR is changing how marketers need to engage with customers to opt in to emails and notifications.
• Why Delivery Hero works with a control group so they can determine how their retention efforts actually impact the company.
• The different channels that Delivery Hero uses to engage with and retain customers, and the different content approaches they take for each.
• What it's like to work on 18 migrations and rebrandings, how changing the backend of an app changes how you engage with customer data, and why CRM is a crucial tool to get customers to the new app.
• Advice for marketers on how to keep their efforts simple, why it's sometimes necessary to not send a message, and the detriment of over-engineering experiments.
• What the future of CRM will look like, including how companies will become more human in their interactions with customers.