Mothercare offers web self-service

Ask Carrie is aimed at improving customer service online

Mothercare customers now benefit from self-service online facilities

High-street retailer Mothercare has introduced self-service capabilities as part of a web site refresh aimed at improving customer service online.

"Ask Carrie" is an interactive service where customers can ask questions about products, parenting resources or services without the need to call or email the Mothercare contact centre. The knowledge base linked to the system currently contains 500 questions and answers and is expected to grow as customer take-up increases.

The implementation of the service is designed to improve customer engagement and grow potential sales. The rollout follows the introduction of the same technology for the online operations of Early Learning Centre, another division of the Mothercare group.

Other improvements stemming from the use of the technology on both sites include a 20 per cent reduction in emails and increased efficiency, as contact centre staff can access updated information in areas such as product availability when dealing with customer queries.