Using customer service to position a business
A first direct case study

Page 6: Conclusion

To meet its mission, first direct has a real commitment to providing high levels of service for its customers. It puts existing customers first. For example, when demand for mortgages was very high, customer service representatives were overloaded with work. This meant that there were delays in answering calls. Rather than reduce the level of service to customers, sales to new customers were stopped. This was important as it meant that first direct could maintain its quality of service to existing customers.

As an online bank with no branches, first direct could come across as a faceless organisation. However by listening to customers, by paying attention to all aspects of service and customer communication, the bank has built up a loyal customer base. It has achieved a unique position within the banking industry.

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