The focus in all operations is on providing quality customer service. This helps first direct in the marketplace. It means that even though it is an online bank, it can provide a personal service missing in many other banks. The intention has been to avoid becoming a faceless call centre. Individuals are well trained and are empowered to act on customer issues. This means that customers are not passed from one person to another. The same customer representative will phone to deal with an issue, so that the customer is not always dealing with different individuals. In this way, first direct gets to know its customers. It can even provide a personal touch, like occasionally sending flowers to a customer or their partner to mark a birthday.
Read more: http://businesscasestudies.co.uk/first-direct/using-customer-service-to-position-a-business/what-is-customer-service.html#ixzz3jzhcPyt9
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