first direct Lab
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Key facts and figures


  • first direct has been open 24/7/365 since 1989
  • first direct is #1 for customer service (Competition and Markets Authority), the UK's #1 brand for customer satisfaction (Customer Service Institute), and has maintained #1 status in the Customer Recomendation Index since June 2017
  • first direct currently has 1.45 million customers
  • More than 1 in 4 of first direct's customers join because of personal recommendation
  • Over 95% of customer contact with first direct is via a digital channel
  • Over 144 million logons to Internet and Mobile banking are undertaken each year
  • first direct customers are 21 x more likely to engage with the bank via digital channels (mobile or desktop) than telephony
  • first direct handles around 140,000 telephone calls every week
  • first direct employs 2,498 people at two sites, in Leeds and Hamilton (near Glasgow)
  • first direct has been in profit every year since 1995.

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