The Challenge
The Co-operative Bank, renowned for its award-winning customer service and relationship-focused approach, understands the critical role of its people in delivering world-class experiences. After a decade of using their customer conversation framework, a 2023 review revealed that the learning experience and tools needed refreshing to continue achieving the customer and people experience goals they aspire to. With traditional learning evolving into more blended and dynamic approaches in recent years, the Co-operative Bank recognised the need for a mix of tools and learning methods that reflect this shift. The refreshed tools and learning programme aimed to better support:
- Consistent customer service delivery across the country
- Enhanced facilitated learning and coaching practices
- Clear demonstration of best practices
- Quality customer conversations about products and services
Our Approach
Wavelength partnered closely with The Co-operative Bank to develop a tailored learning solution through cross-collaboration between the coaches and the two learning teams. The Co-operative Bank actively participated in every stage of the process.
Using our proven Discover, Design, and Deliver methodology, Wavelength Learning created a bespoke, human-centred learning solution that aligned with The Co-operative Bank’s unique needs and goals.
Our approach includes:
Discovery Phase
Through targeted discovery workshops and user focus groups, we:
- Conducted deep-dive sessions with frontline staff and leadership
- Mapped organisational and learner needs
- Identified specific pain points and barriers
- Determined desired learning and behavioural outcomes
- Assessed technology capabilities and constraints
- Gathered content requirements and compliance needs
Design Phase
Our innovative design process began with an ideation lab, bringing together learning designers, digital architects, animators and graphic artists. This dynamic team explored solutions through the lens of what was:
- Desirable: Meeting user needs and preferences
- Viable: Aligning with business objectives
- Feasible: Achievable within technical and resource constraints
Each concept was evaluated against project objectives and stakeholder expectations, ensuring a comprehensive and effective learning solution.
The Solution
The design phase culminated in a sophisticated blended learning solution comprising four key components:
Engaging Introduction Animation
- A concise 1-2 minute video providing a consistent understanding of the framework, applicable to any audience throughout the organisation
- Professional animation and storytelling techniques
- Clear messaging that resonates with all levels of staff
- Emphasis on practical application and flexibility
“What Good Looks Like” Video Series
- Ten carefully crafted 3-5 minute recordings
- Professional production values ensuring high-quality outcomes, using their own people in the casting
- Realistic scenarios covering both simple and complex products
- Detailed demonstration of framework application
- Integrated coaching points and learning moments
Interactive Customer Scenario Card Game
- Custom-designed physical learning tool
- 52 cards per deck, with 40 decks distributed across branches
- Carefully crafted customer scenarios based on real customer interactions
- Built-in flexibility to accommodate different learning styles and ways of playing
- Progressive complexity to support skill development
- Embedded coaching opportunities
Comprehensive Leadership and employee Workshops
- 6-hour interactive session designed for maximum engagement
- Research-based adult learning principles
- Practical coaching frameworks and tools
- Interactive activities promoting knowledge retention
- Comprehensive leadership and employee handbook
- Post-workshop support materials
- Flexibility to adapt the workshop content overtime.
Design Excellence
Our solution exemplified innovative learning design principles through:
- Clean, professional UI design prioritising simplicity and functionality
- Consistent visual language across all assets
- Sophisticated colour palette aligned with brand guidelines
- Integration of multiple learning modalities
- Focus on practical application and skill transfer
- Built-in measurement and feedback mechanisms
The Results
The impact of the refresh has been significant:
- 94% participation rate among frontline leaders
- 88% satisfaction rate with the leadership workshop
- 70% of leaders reported increased confidence in coaching
- Strong adoption across all levels of the organisation
Participant Feedback
“It felt like the framework had gone stale, and it’s great to see it re-energised.”
“The Customer Conversations card game is excellent, and we feel supported with this resource.”
“It’s really hard when you’re busy to find time for activities, so it’s great to have these tools and be reminded that keeping it simple is key.”
Project Success
The project received exceptional feedback from key stakeholders, who rated the outcomes 10/10. They particularly praised:
- Wavelength’s superior expertise in learning design
- High-quality, professional deliverables
- Excellence in communication and collaboration
- Agile response to feedback and changing needs
- Deep understanding of banking sector requirements
In the words of Jasmine, Lead Project Stakeholder: “Wavelength took the time to understand The Co-operative Bank and assembled a team of skilled professionals to work through various deliverables. They were flexible in meeting our needs and consistently delivered quality learning design outcomes.”
Looking Forward
The refreshed framework continues to drive positive change across The Co-operative Bank, with leaders actively embedding the new practices into their daily operations, with the Bank having a clear baseline of tools and best practise to keep this alive day to day. The project has successfully revitalised their customer conversation and service approach while strengthening leadership confidence in its application.
This transformation exemplifies Wavelength Learning’s ability to deliver sophisticated learning solutions that drive real business outcomes. Through our human-centred design approach, deep expertise in adult learning, and commitment to excellence, we helped The Co-operative Bank maintain its position as a leader in customer-focused banking, equipped with modern tools and approaches for consistent, high-quality customer interactions.