Hello! My name is Natasha, though most people call me Tash, and I am beyond excited to join the About Loyalty team.
I am obsessed with Supporter Experience ('SX' for short) – it has been the golden thread running through my entire career, and I’ve always been driven by the desire to create magical experiences.
My journey began in retail, a sector that taught me the fundamentals of customer service and the importance of making every interaction count. Hungry for more, I spent three incredible years overseas as a holiday representative for First Choice and Thomas Cook. There, I thrived on delivering memorable experiences for holidaymakers, constantly finding ways to improve my customer satisfaction and net promoter KPIs. It also gave me my first taste of tailoring experiences based on brand values, customer needs, and the understanding that one size does not fit all.
After returning to the UK, I did a stint in customer contact centres and sales, before finding my way into in the charity sector, 15 years in the making. I most recently had the privilege of developing the Customer Experience function at Diabetes UK. In this role, I worked tirelessly to build a culture of customer centricity and maturity, leveraging insights from The Chase Index to drive loyalty and improve the supporter experience. To close my chapter, I’ve just finished writing a Supporter Experience playbook – a mix between a strategy and plan, which incorporates the evidence shared within the definitive case for loyalty and the SIMPLE framework.
I love the phrase 'data-driven decisions'. It’s fascinating to learn how supporters are thinking and feeling (also known as ‘falling down rabbit holes and finding golden nuggets’), truly bringing the supporter to life, and then being able to use this insight to shape plans, processes, and conversations.
I've learned so much through monthly member workshops and each annual Loyalty Day – spaces where ideas are shared and lightbulb moments created. As I step into my new role I’m eager to share my enthusiasm for supporter experience, contribute to the incredible work being done across the sector, and support charities in turning insights into actionable strategies.
My magic recipe for SX is a pinch of curiosity, a bucket full of actionable insight, and a little progress every day. I can’t wait to see what we will achieve together!
Speak soon,
Tash