Building better customer communications with Barclays
1 December 2017
Jamie Halliday*, Director, The Behavioural Architects and Emma Williams**, Barclays recently co-hosted an MRS Speaker Evening to showcase how behavioural economics can be applied to drive more effective customer communications.
Barclays and The Behavioural Architects have pioneered a programme within Barclays Premier that has been so successful with its customers they are now rolling it out more widely across the business. Using rigorous analysis of customer behaviour – grounded in behavioural science and in-context customer research – the team created a simple but effective way of structuring and developing communications which has been implemented through workshops, training and toolkits across Barclays' teams.
During the course of the evening Jamie and Emma looked at how Behavioural Economics can be applied:
They also talked through an example of turning customer insights into a toolkit that allows the research to live on across the business.
This approach has helped to bring about a cultural shift in how customer communications are devised within Barclays Premier. It has seen a real increase in desired outcomes from key communications to customers, and senior stakeholders have been so convinced of the benefits of behavioural insights that the programme is now being rolled out across the wider Barclays business, driving real commercial impact.
*Jamie Halliday is Associate Director at TBA. He has consulted on a range of communications optimisation projects with Barclays since 2015. With a background in psychology, Jamie joined TBA in 2013 in order to align his passion for behavioural science with his experience as a research professional. Prior to TBA, Jamie was Research Consultant at FreshMinds Research.
** Emma Williams works for Barclays in Service Design. She is a research professional of over 15 years’ standing, beginning her career with Ipsos MORI before moving client-side, firstly with Vodafone and then Barclays. Whilst in the Barclays Insight team, Emma championed behavioural economics as a complementary tool to traditional research. She has recently moved from Insight into Service Design, where she uses insight and BE tools in planning and designing best-in-class experiences for the Premier segment.
Agreed - nudging is only one part of behavioural science https://t.co/0YCI53Wf2g12 hours, 59 minutes ago
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The magic comes from how TBA works with us to get to simple, actionable ideas using the BE principles.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
Every project has resulted in activities that have unlocked growth for Diageo but, importantly, they’re also pieces of work that we keep going back to and that continue to inform new activities long after the original studies were run.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
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The TBA team are a friendly, highly organised and intelligent bunch of people to work with. We consider them an extension of our internal Insights teamClara Lee, Senior Insights Manager, Diageo Australia
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The Behavioural Architects Sydney are a valued business partner of the Water Corporation (Perth), who’s expertise and insights into behaviour change has been instrumental in helping to shape our communications strategy and to deliver an outcome that produces results.Paul Tuffin, Customer Insights Manager, Customer Strategy & Engagement Water Corporation (Perth, Australia)