Co-op pushes to make customer care teams more co-operative
Summary
On the high street, it is best known for its grocery stores and funeral planning services, but it also offers insurance, a prescription management app, and legal advice. Nikki Lavery, Salesforce support and development manager at the Co-op, says: “Bear in mind that these are two call centres on the same floor, in the same building, whose systems don’t talk to each other. Carrol says part of the membership programme involves giving 1% of customer spend to local causes chosen by people in that community. Using Salesforce Community Cloud, which on the back end is connected to the customer relationship management (CRM) platform, “community pioneers” can speak with other Co-op members online, and these customer-facing pages are tailored to each member’s region. Co-op call centres also use Salesforce Knowledge Management, a tool that enables customer care advisers to type in keywords related to the case they are handling, which then scans for relevant internal information to help deal with queries, such as the firm’s policies on nut allergies.