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first direct bank named top company in UK for customer experience

06 Nov 2018

first direct has once again been acknowledged as the #1 brand for customer experience by KPMG Nunwood

According to the respected KPMG Nunwood UK Customer Experience Excellence Centre Analysis, first direct has been voted the UK’s best brand for customer experience in 2018.

Based on interviews with over 10,000 UK consumers, more than 300 brands were evaluated, across 10 different sectors. The analysis measures what KPMG Nunwood describes as the 'six pillars' of customer service: Personalisation, Integrity, Expectations, Resolution, Time and Effort and Empathy. 

Commenting, Joe Gordon, Head of first direct , said: “When we launched as a telephone bank in 1989 it wasn’t because we wanted to be a telephone bank, it was because that was the best way to pioneer amazing service at that time. Our goal is to consistently deliver this for our customers however they wish to bank with us. To do this we’ve had to constantly change, be this through offering text message banking, online banking, app based banking, and now open banking.

“What guides us through everything we do – our North Star – is the human element; talking to our customers in a human way – be that person to person or digitally.

“We now operate in a world where big data and Open Banking are opening up new opportunities and driving wedges into the cracks of customer service. We’re tapping into this as it enables us to operate at a more bespoke level.Remaining personal and relevant is our ongoing goal and customer insight is vital if we’re to achieve this. Providing financial well-being is about more than products; it’s about service.”

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first direct has been voted the UK’s best brand for customer experience in 2016, according to the respected KPMG Nunwood UK Customer Experience Excellence Centre Analysis. Based on interviews with over 10,000 UK consumers, more than 280 brands were evaluated, across 11 different sectors.


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first direct has been named Best Financial Services Provider by Which? for the third year in a row. The awards publicly recognise and celebrate the very best businesses in the UK that consistently get it right for consumers and the bank fought off stiff competition from The Co-op, Yorkshire Building Society and John Lewis to take the prized award.


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