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first direct top banking brand for customer service

23 Jan 2018

first direct named best British banking brand in latest Customer Service Index

first direct has been voted one of the best companies in the UK for delivering high quality customer service, according to The Institute of Customer Service.

In the latest UK Customer Satisfaction Index, published today, consumers rated first direct in their top ten. With a score of 86.1 (out of 100) the bank sits above the national average of 78.1.The achievement also highlights the impact on customer trust, retention, and recommendation through a sustained focus on service.

The UKCSI is the national measure of UK customer satisfaction*. It rates customer satisfaction at a national, sector and organisational level across 13 sectors – incorporating the views of more than 10,000 consumers. Over 30 different considerations – such as staff professionalism, quality and efficiency, and complaint handling – are factored into the results.

Zoe Burns-Shore, Head of Brand and Marketing at first direct , said: “We know most people want a digital banking experience that’s simple and secure, but at the same time they value the human side of banking highly. We’re 100% committed to adding value, and we’ll continue to pioneer amazing service and products however you want to bank.”

Despite the uncertain economic climate, the results showed the trend for customers to place emphasis on service over price continues. This does, however, vary by age group, with younger customers (18-44) much more likely to pay more for excellent service – than those aged 45-79.

Commenting, Jo Causon, CEO of The Institute of Customer Service, said organisations must continue to invest in customer service and place it at the heart of their business strategy if they’re to maintain momentum and benefit from long-term returns. “We know that where satisfaction is maintained, organisations will see a direct link to turnover growth, profitability and productivity,” she added.



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