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Client Focus Q&A: Gnatta

We met up with Jack Barmby (pictured below), Founder & CEO of multichannel customer interaction company, Gnatta, to find out about his typical working day, business challenges, and what he would do if he was chancellor.

Jack graduated in 2014 and has been focused on learning the keys to disruptive growth. His background comes in the form of social media consultancy during his University studies, and since has paved the way to re-imagine and reshape the way businesses and customers talk to each other through the use of Gnatta. This, as well as growing an outsourcing customer service team of 350, FM Outsource and Gnatta give businesses all around the UK and the world the ability to connect with their customers more effectively than ever.


1. What is your business?

Gnatta is a web based application that let’s businesses deliver a more intelligent customer service solution. We act as a thin layer between the customer and the customer service team to help ensure the business is answering the right customers at the right time. Focused on large scale customer service operations, Gnatta will automate a large part of the information gathering and routing that teams would otherwise have to facilitate, letting the advisors focus wholly on the customer query, helping provide a service that works for the customer and the business.

2. Which solicitors do you use at Bermans and how do we compare to other firms?

We’ve been working with Jon Davage as part of our demerger. Jon and the team have been phenomenal with quick turnaround and a really high standard of work.

3. What are the biggest challenges you face in growing your business and maintaining profits?

For us it’s all about sales. From day one we’ve been a product first business focused on delivering a product that is ahead of the market, fit for purpose and can wow our clients. Where we’ve spent a lot less time is in developing our sales pipeline; profits have been invested back into product development but our sales strategy as yet, hasn’t matured. We’re profitable and are making a product fit for the market and a leader in its sector, but to continue to grow we need to find the right people that need the solution we provide.

4. Tell us about your typical working day?

It’s a mix of helping resolve BAU issues with clients, speaking with new prospects and thinking about the strategic direction going forward. As a quick developing team, most of my time is taken up in helping keep everybody focussed and keep the team working synchronously as we continue to grow.

5. What has been a highlight for Gnatta over the last 12 months?

As a product first team, it’s got to be some of the features we’ve implemented. We’ve had some great clients wins including Missguided and ASOS, but we’ve been really excited about our AI functionality that we can start rolling out to our customers. AI is a new endeavour for businesses, and our take on it is going to be a real game changer; we can implement AI to get involved in the customer journey only in very specific scenarios to make the customer journey slicker. For example, let’s say you want to know where your order is, the bot will ask you for DPA information instantly, and once it has it (or can’t get it) it’ll pass that to a team member to give you the personalised service. Customer wins, business wins.

6. What are your plans for Gnatta for the year ahead?

We’ve got a great product, but we’re never as far ahead as we’d like to think and so the answer must come in two parts. Firstly, we need to keep developing new, exciting things that wow people, because if we’re not doing it, someone else out there is. Secondly we need to mature our sales process and get some new clients involved and on board; we know we can provide something truly innovative and we’d love the opportunity to show what we can do to more businesses.


7. Is there a sector or industry that you are strong in or looking to develop opportunities?

We’ve had great success in fashion retail and would love to develop into other retail sectors. Any business who has a strong digital presence on multiple channels would benefit from using Gnatta.

8. Do you find social media assists your business and if so, how?

Certainly! A big arm of what we provide is a platform for businesses to speak to their customer via social. One of our focuses is the impact of social for businesses. As a medium to let a customer vent, compliment, berate or otherwise a business or product with no barriers or say from the business, it impacts everyone in a massive way.

9. If you were chancellor, what single change would you make to help improve the economy and/or your business?

I’d love to implement a system where startups had access to development resource. Big businesses would be obliged to contribute a small portion of their development resource to small start ups (validated by the system first, of course) to give them chance to get their ideas off the ground. How many people do you know with a great idea that will never have the capital of attraction to get the right talent to get a prototype? Imagine the number great ideas would crop up if the barriers to entry in terms of development resource were lowered.

10. What are your passions away from business?

I’ve always had a big swimming background, so I like keeping fit. That aside, I yoyo between reading socioeconomic behavioural books and epic fantasties (not the classic combo), spending time with friends and family and networking with like minded guys and girls.


Whether you’re looking to better understand and listen to your customers, improve your customer experiences across all channels, seeking a third party customer service provider or planning a social engagement campaign, contact Gnatta:

t: 0333 344 0659


Twitter: @Gnatta

Connect on: LinkedIn


To feature your company in the next issue please contact our Marketing Assistant, Emma Bartram on 0151 224 0506 or email