Better customer communications with behavioural economics

Are behavioural economics the key to driving 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.

What you’ll learn:

• How Behavioural Economics can be applied:
  • in the design, implementation and analysis of research
  • to optimise communications for a real impact on response
  • 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.

Description:

Barclays 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.

Implemented 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.