behavioural economics the key to driving more effective customer
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.
What you’ll learn:
How Behavioural Economics can be applied:
in the design, implementation and analysis of
to optimise communications for a real impact on
to upskill and empower staff to apply behavioural economics
tools and techniques in their everyday roles
A worked example of turning customer insights into
a toolkit that allows the research to live on across the business.
and The Behavioural Architects (TBA) have pioneered a programme to apply behavioural
economics to the development of customer communications within Barclays Premier.
Using rigorous analysis of customer behaviour – grounded in behavioural science
and in-context customer research – TBA has created a simple but effective way
of structuring and developing communications.
through workshops, training and toolkits, 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 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
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.
Where is the event taking place?
The Old Trading House, 15 Northburgh Street London EC1V 0JR