United KingdomFinance and insurance2010 – ongoingYorkshire Building Society
AI and natural-language self-service
Synthetix reported 30% fewer inbound calls from Yorkshire website visitors
Problem
Routine customer queries generated calls and emails that could be answered online.
Approach
Yorkshire adopted Synthetix self-service software in 2010. The system used AI and natural-language processing to answer routine queries. Yorkshire later added live chat for customers who needed human help.
Results
30%reduction in inbound calls from website visitors, per Synthetix
53%reduction in emails from website visitors, per Synthetix
Takeaway
The reported reductions concerned website visitors, rather than all customer contacts.
Categories
- Industry
- Finance and insurance
- Business function
- Customer service
- Innovation type
- Process innovation
- AI technology
- Conversational and voice AI
- Adoption
- Vendor solution
- Evidence
- Vendor case study
Sources
Source summaries
[1]Synthetix2022
Synthetix described Yorkshire's self-service deployment and subsequent live chat service. It attributed reductions in calls and emails from website visitors to the self-service software.
Full details are in the original sources.
Added 1 Nov 2026 · Updated 1 Nov 2026