Florian Bonnet
“The role of CRM is to understand each customer individually.”

Florian Bonnet
Position: Head of CRM at HelloFresh
Childhood Hero: Albert Einstein

There Are No Crazy Ideas!

There are no crazy ideas if you are ambitious enough to realize them. That is the main lesson Florian learned from his childhood hero Albert Einstein. The most famous scientist of all time inspired Florian to become a doctor of physics. And even today, when Florian heads HelloFresh’s CRM department, the spirit of physics accompanies him. Curiosity and logical thinking play an important role in CRM as well. Once you have grasped how you can understand human behavior using data, a new dimension pops up in which you can give free rein to your creativity.

“Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world.”

– Albert Einstein

In CRM, it is often only known whether approaches work when they are tested. You must have ideas and the courage and freedom to try them out. That’s why it’s OK for Florian if ideas fail. Because only if you’re willing to take chances, will you find the ones that work. With a few test campaigns, HelloFresh was able to double the ROI and conversion rate for direct mail instead of writing off the channel. In the video, Florian explains the magic. You’ll also find out what a hole in the bucket has to do with CRM and why you pass the buck to competitors with poor customer care.

HelloFresh is the world’s leading meal kit company, operating in the U.S., the United Kingdom, Germany, the Netherlands, Belgium, Luxembourg, Australia, Austria, Switzerland, and Canada. Last quarter, HelloFresh delivered 39.5 million meals to 1.45 million active customers. HelloFresh was founded in November 2011 in Berlin and went public in November 2017 at the Frankfurt Stock Exchange in Germany. HelloFresh has offices in New York, Berlin, London, Amsterdam, Zurich, Sydney, and Toronto.

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