First Direct

-Titans
 First Direct
• Started on 1st Oct 1989 by Midland Bank.
• Taken over by HSBC in 1995
• It has 1.16 million customers
• 890,000 of them use Internet Banking
• 370,000 customers use SMS message banking. first
direct sends around 2.6 million text messages to
customers every month
• It employs 3,200 people in 2,700 FTE roles at two sites, in
Leeds and Hamilton (near Glasgow)
• 44% of First Direct's sales are via e-channels
• More than 1 in 4 of First Direct's customers join because of
personal recommendation
• Over 85% of customer contact with first direct is electronic
• It takes over 1,700 calls a day from abroad
• It has been in profit every year since 1995

 Customer is the King
“A Customer is the most important person on our
premises. He is not dependent on us.
We are dependent on him. He is not an

interruption to our work. He is the purpose of it.

He is not an outsider in our business. He is part

of us. We are not doing him a favour by serving

him. He is doing us a favour by giving us the
opportunity to do so…..”
 - Mahatma Gandhi
 Good Customer Service
• What a Customer Wants ?
• What are the challenges he is
facing?
• What are his aspirations ?
• Example : “When ever I go to buy
Vanilla Ice Cream , My Car won’t
Start “
 Importance of Customer
• The average ‘Wronged’ customer will tell 8 to 16
people.
• 91% of unhappy customers will never purchase
goods or services from you again.
• If you make an effort to remedy customer
complaints, 82% to 95% of them will stay on
with you.
• It costs 5 times as much to attract a NEW
customer as it costs to retain an OLD one.
•
 Qualities of Employees
• Maintain High Quality Standards
• Committed to Core Values
• Decision Taking Ability
• Be helpful - even if there’s no immediate
profit in it.
• Take the extra step, Throw in something extra
• Under Commit Over Deliver
•
•
 Roles Of Employees

1.Technical help, 6. Sales,

2.Transcription, 7. Marketing

3.Complaints, 8. Billing.

4.Customer service, 

5.Support
 Market Research
• According to American Marketing Association “it
is a process of determining, acquiring,
analyzing synthesizing and disseminating
relevant marketing data, information, and
insights to decision makers in ways that
mobilize the organization to take appropriate
marketing actions that in turn maximize
business performance”.
•
• Marketing research is the systematic design,
collection, analysis and reporting of data
relevant to a specific marketing situation facing
an organization.
•
 Why Market Research ?
• To get feedback.
• To know your market position
• To identify threats and opportunities.
• Gap Analysis
• Find out the customer mood
• Example : Virgin Airlines
•
 Virgin Airways
• Every month Commissions a Survey,
Ø On In-House Service
Ø Flight Timing
Ø Food and Drinks
Ø Overall Flight Experience
• Recently won Award for C-SAT.
§
 Launch of FD
• 24*7*356 Banking.
• Pioneered Stand alone Phone banking ….
• Differentiate from Conventional bank.
• Effective Ad Campaigning.
• Easy to use … No Branches ….
• Training the staff to assist Customers.
• Its BLACK and WHITE.


•
 “bRanding “
• By 2000 new completion had come in.
Ø Cahoot,
Ø Egg
Ø Smile
• Loosing market position .
• Loosing Valued customer.
• Customers no Longer Satisfied.
•
•
 Market Research
• Commissioned Market research.
Ø Were the services provided right
?
Ø Image in comparison with its
rivals
Ø how to improve customer
awareness
Ø To retain the loyalty of
customers.
 Brand Revitalizations
• By creating values for customer
• Understanding customer needs and wants
• Understanding brand customer `s perspective
• Positioning tells the firm what value is being created for
the customers.
• They used 3 d`sof Brand positioning
 Defining, Differentiating, Deepening brand recognition
• Ad Campaign
• Incentives ….. “Paying100 Pounds for your First Account “


•
 THANK YOU