Case Study: Co-op humanises customer experience and boosts colleague engagement with Service Management Group's video feedback solution

How Co-op used video feedback to humanise the customer experience + reinvigorate colleague engagement

Co-op partnered with Service Management Group (SMG) to tackle a common CX problem: quantitative feedback wasn’t conveying the human stories behind customer interactions or motivating colleagues. To capture richer, more personal insight and reinvigorate colleague engagement, Co-op piloted SMG’s video feedback solution as an alternate feedback channel.

In a two‑week pilot Co-op collected video comments from more than 250 customers and shared story reels with field teams and leaders to recognise service, coach improvement, and identify trends (e.g., COVID‑19 impacts). SMG’s video feedback delivered measurable impact — a 4% video response rate across key demographics, video responses twice as long as text, and customers receiving exceptional service 25% more likely to provide video — helping humanise the experience, boost colleague engagement and improve problem resolution; Co-op plans to expand the offering to enhance digital channels and delivery.

Co-op

Danny Slevin

Customer Experience Insight Manager