Fernando Andrés is Chief Revenue Officer at Qurable. His job is to drive adoption and expansion of the platform across the Americas, with one clear goal: bringing customer experiences together with loyalty and payments.
We spoke with him about what Qurable is, why it isn't a CRM, and what sets it apart from other platforms on the market.
Four keywords
It's the question he gets asked most, and Fernando answers it with four words: customer engagement, ecosystems, loyalty and payments.
We're not even a traditional CRM or a standalone payments platform. We're a platform that delivers the best of both worlds.
The platform integrates the entire customer engagement and payments ecosystem to create value for consumers and give them unique experiences.
A new category
Whenever customer engagement comes up, the comparison with a CRM follows right away. Fernando rejects it. For him, Qurable opens a new category, focused on the consumer and customer experience.
In practice, it brings together three things that usually live apart: data-driven campaigns, retention and loyalty programs, and payments. The user experience sits at the center, and from there the company can retain and monetize every interaction.
We don't want this to be a post-mortem analysis once the person has already left. We want everything to happen without friction, at the exact moment the person is interacting with the brand.
Connecting the last mile
What sets them apart from the competition? Fernando points out that CRMs were born in the 1990s and are still around, organized into modules such as service, complaints, sales or marketing. What they don't solve is the last mile: connecting the payments chain with the experiences we live every day, whether in the physical world or the digital one.
We're basically the only engagement platform in this category that brings the customer experience together with the world of payments.
That's where Qurable's focus lies: bringing payments and experiences together so brands can give their customers a unique service. It is, ultimately, what Fernando said at the start: the best of both worlds in a single platform.
Frequently asked questions
A customer engagement category that integrates ecosystems, loyalty and payments to give consumers unique experiences.
No. CRMs are organized into modules such as sales, service or marketing. Qurable opens a new category centered on the customer experience and adds the world of payments.
Linking the payments chain with the customer's physical and digital experiences, something traditional CRMs don't solve.
Because instead of analyzing the customer after they've gone, the brand can retain them and monetize that interaction without friction, as it happens.
More conversations on loyalty and customer engagement in the Blog
