Freepik’s Álvaro Castañeda on Creating Relevance Through Personalization

Max speaks with Álvaro Castañeda, Head of CRM and Customer Service at Freepik Company. They discuss how Freepik starts their personalization efforts as soon as the customer registers, how they manage their data, and how they use mission-driven teams to accomplish a common goal. They also talk about the challenges to CRM today, how AI can be a tool to enhance CRM, and what channels will be important in the future.

 

Topics discussed:

• Why Freepik begins personalization as soon as a customer registers, and the importance of onboarding.
• How Freepik engages with customers to move them from freemium to premium.
• What tech stack Freepik uses and how they manage their data.
• How Freepik uses mission-driven teams to align across departments on common goals.
• The biggest challenges to CRM today, including AI, data privacy, and staying relevant.
• What channels will be most important and effective in the future, like the website and email.
• Advice for young marketers that includes learning how to engage with customers by starting your own mini-business.