Co-op launches ‘ask a question’ service
Co-operative Financial Services (CFS) has launched an interactive web service that allows users to find answers to specific questions online in a bid to improve its customer service. 
The self-service application from Transversal searches a “knowledgebase” of 500 frequently asked questions and takes users to relevant pages with further information.
It allows Co-op to tailor its services around the types of queries being entered by customers and also frees up contact centre staff for dealing with more complex enquiries, the firm said.
This means for example, that if a number of people ask about biodegradeable credit cards, the answers to these questions can then be added to the site to satisfy future customers.
Some 40,000 CFS customers have used the service in its second month of operation and to date, 98 per cent of queries have been answered online.
CFS e-business manager Sean Barton said the company is continually looking at ways to improve customer service as a high level of client satisfaction is the unique selling point of the firm.
“Following extensive research into web self-service, we knew it had scope to improve the customer experience,” he said.
CFS includes the Co-operative Insurance, the Co-operative Investments and the Co-operative Bank. The firm has around 6.5 million customers.