Co-operative Financial Services (CFS) has introduced self-service functionality on its web site to improve levels of customer care and better use call centre resources.

The new system allows customers to find answers to specific questions, directing them to the correct web page that contains further details.

By maximising use of the site, the bank hopes to boost client satisfaction and also free up customer service agents to deal with more complex queries.

"Ensuring high levels of customer satisfaction is the key unique selling point of Co-operative Financial Services, consequently we are continually looking at ways we can enhance our customer service,” said Sean Barton, e-business manager at CFS.

“Following extensive research into web self-service, we knew it had scope to improve the customer experience."

Some 40,000 customers have used the Transversal-powered service since its introduction in March. CFS claimed more than 98 per cent of queries have been answered online.

CFS is currently carrying out the replacement of its core banking platforms and will move towards a customer-centric set-up, with integrated multichannel capabilities.

“Customers will be able to start a transaction in one channel and complete it in another, for example,” Clive Elliott, director of enterprise platform at CFS said in April.

“We will be able to bundle our products more effectively to meet customer needs and price them more specifically instead of just having a broad offering, " he said.

"By recognising customers as a clients of the business rather than clients of the product, we are better able to identify their needs and better assist them in fulfilling their financial ambitions.”