The Co-operative – customer communications
The Co-operative Group is the UK’s largest consumer co-operative, with some 6.5 million customers across financial services, holidays, retail, supermarkets and many other sectors.
We work mainly with The Co-operative Financial Services on customer-facing communications, including flyers, letters and leaflets. The Co-operative Financial Services is the name for the group of businesses that includes The Co-operative Insurance, The Co-operative Investments, The Co-operative Bank.
We generally work with a brief supplied by the client, which includes the overarching structure, the outline content and key messages that need to be communicated. Given the nature of the financial services sector, much of the information and products we write about are quite technical. We use our understanding of the sector, the company and its customers, to ensure a straight forward, easily understandable tone and content, with minimal jargon.
The Co-operative has a very strong relationship with its customers, based on its ethical policy and its strong brand and market positioning. It is therefore crucial that all its communications have a consistent tone of voice and written style, as well as being punchy, clear and credible.
The Co-operative Financial Services customer leaflet.