Tame the Mobile Beast Why Your CRM Strategy Should Include Cozy Onboarding Featuring Vernesa Ćutuk
In this week's episode of Masters of Max, host Tom Butta welcomes Vernesa Ćutuk, a CRM specialist, to the podcast. Vernesa has a diverse career background, working with various industries such as telcos, pharmaceuticals, startups, and mobile apps. Most recently, Vernesa was the CRM Marketing manager for Sleep Cycle, the sleep tracking app with over 300,000 monthly downloads. Now, Vernesa consults independently, sharing her expertise in understanding the user journey and promoting a user-centric approach within companies.
During their conversation, Tom emphasizes that simply having a CRM platform doesn’t make your brand automatically customer focused and that you need to actively engage users effectively across different channels. Vernesa also highlights the need to understand user behavior and segmentation to personalize interactions and optimize engagement.
You’ll also hear Vernesa talk about the concept of being a "T-shaped marketer,” the significance of balancing depth in specialization with breadth in decision-making to address varying customer need, and how brands can foster seamless customer experiences across different touchpoints—physical stores, websites, and mobile apps.
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Guest Bio
Vernesa Ćutuk is a CRM marketing consultant who helps businesses in unlocking the true value of their CRM by providing a holistic view of the user lifecycle journey.
Primarily focusing on B2C, Vernesa works with both large and small companies, providing strategic guidance and hands-on support at every step of the journey using various CRM tools.
With extensive experience in large corporations, medium-sized companies, and startups across industries such as telecommunications, pharmaceuticals, gaming, publishing, and healthcare.
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Guest Quote
“From the CRM perspective, as soon as we get their email address, they are entering the loop of onboarding emails, where we show them what we got, try to engage them in a correct way, different product features, et cetera. So not too much, not too little. It's always this balance. We want to check so many things, we want to personalize so many things, we want to ask them so many questions, and this is the perfect timing to ask them because they are new, they are interested.” – Vernesa Ćutuk
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Time Stamps
*(02:00) Vernesa's background in the industry
*(05:01) Simply having a CRM System doesn't make you customer-centric
*(06:56) How to be a T-Shaped Marketer
*(11:30) Drive 4x the value from your customers
*(13:06) The app lifecycle
*(17:13) Curating a "cozy" onboarding experience
*(20:58) Advice for creating a unified user experience
*(28:46) Rapid Fire Questions
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Links