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Retail

The Co-Operative Appoints New Head Of CX And CRM

UK group The Co-operative has appointed Phil Barker as its new head of customer experience and customer relationship management.

Barker joins from the BBC, where he was CRM lead, responsible for customer relationship strategy and digital engagement across all channels and services. He has 15 years of experience in customer relationship strategy.

Customer Engagement

Barker will lead the business as it develops a new data and loyalty centre of excellence, bringing data, insight, membership, CRM, and customer experience together to deliver increased engagement with members, customers, and communities, the group said.

The Co-op's new head of customer experience and customer relationship management hopes to use his experience to "help develop their ambitious plans for membership and joined-up customer engagement across all channels and services".

Charlotte Lock, director of data and loyalty at Co-op, said that “building meaningful relationships and rewarding experiences" is an integral part of the group's 'Co-operating for a Fairer World' vision, and believes that Barker will be able to help the group achieve its vision.

The appointment follows the relaunch of the Co-op’s membership offering and the launch of its digital membership app in 2020 to 4.3 million members. Barker will rely on the enhanced use of digital insight to create tailored and meaningful offers, engagements, and benefits for members, while doubling funds being given to community groups.

The group's digital membership app boasts more than one million users, while two million members have selected a local cause to support through membership.

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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