In this role, he is responsible for further developing the cross-channel CRM strategy. The goal is to place even greater focus on the more than 35 million PAYBACK customers and 18 million PAYBACK app users—and to further develop CRM as the company’s central decision-making and value management system. The aim is to use data to combine customer benefits and partner offers in a way that creates even more relevant, personalized customer interactions than before.
“PAYBACK operates at the intersection of more than 700 retail and e-commerce partners and millions of consumers. Ultimately, it’s about delivering the optimal offer at the optimal time through the optimal channel,” says Hecht, who in his new role reports to PAYBACK Managing Director Dominik Dommick.
Before joining PAYBACK, Hecht spent several years at Amazon, where his work included the launch of Amazon Australia. There, he gained extensive experience at the intersection of product development, retail, and customer strategy. He was particularly influenced by his work on data- and technology-driven business models as well as the systematic advancement of customer interactions.
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