Meet Phil Barker, our new Head of Customer Experience and CRM

Phil Barker joins the Co-op as Head of Customer Experience (CX) and Customer Relationship Management (CRM) in our growing Data and Loyalty team, following our renewed membership proposition along with our Co-op app last year.

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 a track record in helping multi-proposition organisations bring clarity and structure to customer experience across their portfolio, garnered from over 15 years’ in the sector.

The role will see Barker 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 more value to members, customers and communities.

“I couldn’t resist the opportunity to join such a purpose led organisation at this exciting time. I’m looking forward to bringing my expertise to help develop their ambitious plans for membership and joined-up customer engagement across all channels and services.

“Co-op’s investment in data and tech, with a real commitment to the highest standards in customer experience, has really impressed me”.

“Customer experience is an incredibly exciting space to be in right now as more and more businesses recognise the value of data-driven engagements.”

The appointment follows the relaunch of our Membership offering and launch of its digital Membership app in 2020 to 4.3 million members. The greater use of digital insight enables tailored and meaningful offers, engagements and benefits for members, while doubling funds being given to community groups.

To date, more than one million Co-op Members have downloaded Co-op’s digital Membership app, while two million members have selected a local cause to support through membership.