Lisa Hütteroth
“It's not about delivering a lot, it's about the right time and message.”

Lisa Hütteroth
Position: Head of CRM at Friendsurance
Childhood Hero: Indiana Jones

Approach needs, goals, frustrations, and motivations…

Adventures at historic sites, that’s what Indiana Jones stands for. The archaeologist and expert on the occult has fascinated Lisa as a child and possibly lead her to study history and develop a penchant for traveling. Meanwhile, she is Head of CRM at Friendsurance, where she accompanies customers on their journey and where archaeology is called customer research. But as with history, curiosity and love for detail play a decisive role here, too.

“You left just when you were becoming interesting.”

– Indiana Jones

So that companies don’t have to say the like to their customers, they should address them consistently across channels and according to their individual preferences. Customers who stay loyal are much more valuable than those who buy only once. Brands should deliver a user experience that integrates into the customers’ everyday lives instead of annoying them. In this light, it’s standing to reason that Lisa also deals with UX topics that help her move forward in CRM. Whereas CRM used to be equivalent to email marketing, today several channels need to be served and coordinated. And without the right tool, this is more complicated than non-professionals might think—especially when companies have to work with complex data structures, as is the case with Friendsurance.

Friendsurance is an independent, digital insurance broker that offers one thing above all to its more than 100,000 customers: a home for their insurances. In addition to the possibility of managing insurances online and receiving comprehensive advice, Friendsurance has developed a peer-to-peer insurance model especially for its customers that rewards no-claims with annual contribution refunds: the no-claims bonus.

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