CRM Talks #41 with Daryl Williams

We are excited to launch a new season of CRM Talks. In this series, we'll examine the CRM industry of today—and what it might look like tomorrow. Each interview will focus on three key aspects: outdated strategies and tools, underrated features, and predictions for 2028. As a bonus, speakers will share the ideas that shaped their CRM perspective.

Our premiere episode features Daryl Williams, CRM Lead at Feeld, a next-generation dating app.

That CRM is just a tool for blasting the same message to everyone.

It’s often treated like a loudspeaker: push a promo, cross your fingers, and hope someone bites. When it’s done well, CRM is about using data to understand what someone needs next, and gently nudging them in that direction at the right moment, in the right place.

It’s less transactional, and more about helping people move forward on their terms, through the lifecycle flow.

Content cards in apps. So underrated.

They’re brilliant for delivering personalized messages that stick around, unlike push or in-app messages that vanish in seconds. If you’ve got something short but important to say (think tips, reminders, or nudges), content cards are perfect. They can sit quietly until someone’s ready to act, and they feel native to the experience.

In a world where more people are opting out of emails and pushes, this is a powerful little tool that doesn’t get enough love. Sure, they can take a bit of dev work, but if you’re running an app and not using content cards, you’re missing a trick.

CRM in 2028 will feel fluid.

It’ll be more predictive, less reactive. Brands won’t need to interrupt user flows to ask what they want; they’ll already know, based on patterns, preferences, and behavior. Messaging will shift from being a ‘campaign’ to being part of the product itself. The feeling of being sold to will wane.

And hopefully… fewer “Hi {first_name}” as the only form of personalization!

About Feeld

Feeld is a dating app for people who want more out of relationships—helping people explore connection beyond traditional norms.