The UK bank first direct has been number one in the UK for customer experience 5 times in the last 11 years and is a global exemplar of what constitutes customer best practice. In common with many banks, first direct moved quickly to protect its customers against negative economic consequences with fee free overdrafts, loan repayment holidays and lower insurance payments. Its agile at scale operating model allowed the bank to very quickly scale up a dedicated, empowered team to empathetically respond to their customers’ difficulties. Proactive engagement, strong communications and a highly committed team meant their customers continued to receive outstanding service at a time when they needed it most.
"Always a great experience when I have to contact first direct about anything (which is rare). I’m currently re-mortgaging with them and as always their staff have been an absolute pleasure to deal with.”
UK CEE 2020 respondent
The following underpin first direct’s approach to the customer:
Pillar Score vs. Industry Average
The bank that does things differently. The bank that never closes. The bank with real people answering the phone 24 hours a day, 7 days a week. We're the bank that changed what being a bank means - we're not over there, on the high street, we're right here, on your mobile or laptop. We're first direct. We love what we do. We love coming to work every day - even Christmas Days and New Year's Days. Even Mondays - oh yes... And it's all for you.