Colin Bates, Managing Director

Colin Bates. Managing Director of Customer Champions and expert in driving customer loyalty

Areas of expertise

Understanding customer needs by identifying drivers of loyalty, and focusing organisations on delivering against these profitably.

Colin Bates' profile on LinkedIn


Colin’s 30 years of marketing experience has covered product management, new product development, market research, marketing communications, strategic consultancy and Customer Value Management. In 1988 he was awarded the Chartered Institute of Marketing Young Marketeer of the Year Award.

Before forming Customer Champions he was Marketing Director of AT&T-Unisource, a major pan-European telecommunications service provider, supporting business critical applications to many of the world’s largest organisations. His role was primarily to ensure that the organisation was customer-focused and consistent in its execution of a wide variety of marketing programmes in 14 European countries. The programmes ranged from the development of a customer-focused value proposition and marketing strategy, through to the execution of pan-European sales promotion plans.

Following successes in implementing new products and business for other organisations, he formed Customer Champions in 1999, a team of experts focused on working in partnership with clients to ensure that the value of their customers is fully realised.

Colin is a companion member of the Institute of Customer Service and is requested to be a regular presenter at many conferences concerning how to effectively place the customer at the heart of organisations. Many of these papers, and supporting articles can found on this site.

Papers have been produced in a number of publications including the Marketing, Marketing Week, Sunday Times, Market Research Society Journal, Customer Management magazine, and a wide variety of websites focused on customer service management. Colin has also been a regular and extremely well received conference speaker in most countries across Europe, and in North America.

Contact Customer Champions today to discover how Colin and can help your organisation maximise the value of customer engagement.