Three out of four pillars have declined -1 point for First Direct, and one pillar has kept its score wave on wave. These changes have meant First Direct’s Overall Effort Score is now 66, down from last quarter's 67.
Style of Communication now sits at a score of 69, down from 70, likely due to fewer First Direct customers rating the politeness of its customer service agents as ‘excellent’, now 56% from 57%.
Elsewhere, its Valuing the Customer score also declined -1 point to 68. It does, however, remain one of two pillars where it’s excelling. More than half its customers (58%) said First Direct and its team understood their needs and reacted accordingly. What’s more, 66% were satisfied with the overall outcome of their interaction with First Direct.
First Direct, alongside Nationwide and Lloyds Bank, are currently offering cash bonuses to those who switch to their customers, as well as bonuses for existing customers who convince friends to switch. It will be interesting to see how this will impact customer experience and how First Direct will upweight its communications with more customers.