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.
The Behavioural Architects' articles are always stimulating, entertaining and informative and make BE principles both engaging as well as usable for all our readersEditor Impact Magazine and Research-live.com
Our digital clubhouse which is designed to inspire, share best practice and delight would be very different without The Behavioural ArchitectsGemma Greaves Global Managing Director The Marketing society
Its client testimonials show it has made behavioural economics accessible and actionableMRS judges ‘best new agency’ award
TBA have brought behavioural science thinking to some of our challenges in a way that is accessible for colleagues from across the business and has created actionable outputsMartin Bryant, Senior Consumer Insights Manager, KFC UK and Ireland
The Behavioural Architects did a great job of understanding our needs in this multinational project. They used a behavioural-led methodology to deliver clear and actionable outputRuchika Khattar, Global Marketing Innovation Manager, PepsiCo
One of the best articulated deliveries of insight I have seen in 20 years in the research sector.Damian Stevenson, Head of Insight at the Amateur Swimming Association
The behaviour change research has been the lynchpin of our entire new strategy to get more people swimmingNick Caplin, Amateur Swimming Association, Director of Participation
I’ve worked with TBA on a number of studies... all of them have allowed us to get to a depth of insight into basic behaviour that has transcended borders.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
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
We tasked TBA with a challenging brief on a national survey and they exceeded all our expectations throughout the processJennifer Bufton, Sport England
Their enthusiasm and relevant application of this theory alongside highly actionable and impactful insight delivery that really engages our stakeholders.Jacinda Norman, Category Insights Manager, Waitrose
The team at The Behavioural Architects Sydney have played an instrumental role in uncovering the key behavioural challenges for the Bundaberg Rum brand.Clara Lee, Senior Insights Manager, Diageo Australia
By using behavioural principles in analysing research, we’ve been able to go beyond the rational system 2 responses and tap into the deeper, subconscious system 1 responses that are often difficult to articulate.Clara Lee, Senior Insights Manager, Diageo Australia
For the first time in over a decade, we have clarity on the shift that we need to make to bring our brand back into growth.Clara Lee, Senior Insights Manager, Diageo Australia
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
The behavioural science work conducted by The Behavioural Architects Sydney team has uncovered insights that we would never have uncovered by asking consumers questions directlyAlla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
Observing consumer behaviour through a Behavioural Science lens has uncovered key nuggets that we have now used to influence behaviour.Alla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
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)