20 Feb 2019 | Business & Innovation | by Meike Maryska

Hey {firstname}, keep an eye on these CRM trends for 2019!

With 2018 now in the rear-view mirror, the central CRM team at Delivery Hero is looking ahead at how to make 2019 an even better year with new innovations, trends and technologies. For those who don’t know, CRM stands for Customer Relationship Management and typically looks after customers once they’ve signed up or installed an app.

CRM usually refers to practices, strategies and technologies that manage and analyse customer interactions, with the goal of driving retention and improving customer service relationships.

Below are just a few of the CRM trends that we believe will take the year by storm, so keep an eye on your apps, emails and browsers!

Extreme personalization targets specific users

1. Communication Personalization and dynamic content focus increase

Extreme personalization is likely to be a focus for a lot of CRM communications in the coming year, with less of “Hey {firstname}” in the subject line, and more focus on tailoring the entire communication to a particular user, based on the data available for this user. A few examples of this include:

  • Communications targeting a customer who frequently orders a certain cuisine with a recommendation for a similar restaurant in the area;
  • Prompting customers to make a purchase with a voucher of a tailored value, or;
  • Creating different user journeys within the app based on their order frequency or average order value.

2. Gmail Inbox Promotion Cards

Back in late 2018, Google announced the release of Gmail Inbox Promotion cards to help brighten up the Promotion tab in users’ Gmail apps.

This feature is definitely one to keep an eye on in the coming months, as numerous Email Platforms have started incorporating script support for marketers in their platforms (Litmus, Fresh Inbox and Braze to name just a few).

Google also mentioned that they plan to implement this kind of feature in the desktop inbox. This feature would be pivotal in helping your brand stand out in a sea of promotional emails, with a lot more than a subject line to tempt your customers to open.

Gmail Inbox Promotion cards could help your brand stand out in a sea of promotional emails

3. HTML In-App Messages

Another interesting new feature tested and implemented in some of our markets is an HTML in-app message called Tooltips. This can be leveraged to help customers discover new features, or even under-utilised features within the app.
The Tooltips initiative appears as an overlay message within the user’s app after he or she has opened the app or performed a particular action.

foodpanda has used the Tooltips initiative in order to help boost the effectiveness of their communications and product user experience. An overlaying banner was added to the HTML in-app message code with an arrow that can be used to point to a certain position of the screen in the app.

foodpanda has used Tooltips to help boost their communications and product user experience

We think these features will be extremely helpful in helping drive customer engagement the right way, to ensure the user enjoys their experience, and enjoys being a customer of our brands!

Time to see what other new innovations 2019 will bring!

We’re hiring!

The Berlin CRM team