Mass Appeal #31. Learning the Language of Loyalty: CRM Strategies from Babbel - Alejandro Hernandez (Babbel)
Jun 4, 2025
32:07
CRM today is much more than sending an email or push notification. It’s about predicting user behavior, understanding their motivations, and finding ways to support them on their journey. In this episode, Tommy chats with Alejandro Hernandez, the Senior CRM Notifications Manager at Babbel, the renowned language-learning app. They discuss what his role looks like today, including the collaborative work being done with data scientists, data engineers, and product teams to develop deep learning models that enhance customer communication. They also dig into CRM strategies to reduce churn and re-engage lapsed users.
Questions Alejandro answered in this episode:
- How much of what you learned in school translated to real-world experiences?
- What does CRM mean to you today? What is the main objective that you have within your role of CRM?
- In terms of CRM, what information are you looking for to understand how to communicate with someone?
- What other information are you looking for to leverage machine learning? And when you leverage machine learning, how does that affect your day-to-day work?
- Can you tell us about your strategy for reducing churn and reactivating users?
- What kind of details do you include in a push notification to prevent someone from churning?
- What are you looking forward to doing with CRM in the future?
Timestamp:
- 2:08 Intro to Alejandro
- 6:18 What does CRM look like today
- 9:10 Mapping out the learning journey
- 12:08 Leveraging deep learning
- 15:00 Strategies for reducing churn
- 18:16 Reengaging dormant users
- 24:25 The future of CRM