- Edition 14 Using customer service to position a businessThis customer service case study shows how the online bank first direct positions itself in the retail banking sector.
- Edition 13 Using market research to relaunch a brandThis market research case study shows how first direct has used market research to revitalise its brand.
- Edition 3 Taking direct banking a step furtherThis business and the environment case study examines how First Direct became the catalyst for change in the banking industry. From the beginning, First Direct has been breaking the mould of traditional banking and maintains a philosophy of providing and anticipating the financial services people require.
- Edition 2 A revolution in bankingThis business and the environment case study focuses on First Direct’s recognition of a gap in the financial services industry, which was exploited through the development of a unique customer proposition.