Blinkist’s Jelena Zbijowski on How Subscription Businesses Can Succeed in CRM

Max speaks with Jelena Zbijowski, Head of CRM and Product Marketing at Blinkist. They discuss how Blinkist engages and retains its customers through its "famous" onboarding screen, education, and selective communication. They also talk about the necessity of collecting zero-party data to inform your personalization efforts, how AI will elevate customer engagement, and advice for marketers around testing, learning, and listening.

 

Topics discussed:

• How Blinkist increases retention by understanding the user, educating them, and being selective with their communication.
• The unique benefits and challenges for CRM and retention with subscription-based businesses.
• Why the CRM team should start engaging at onboarding so they can create personalized experiences sooner.
• How the "famous Blinkist subscription screen" works to drive retention.
• Why the foundation of personalization should be the zero-party data you collect from your customers.
• How AI may challenge the balance between personalization and privacy, but how it will ultimately be a tool to elevate customer engagement.
• Advice for marketers that includes why you should test, learn, and listen, as well as why you should be more data-informed.