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first direct
Is there any such thing as customer loyalty?
Louise Fowler
Louise Fowler. @fowlerlou 22 April 2015PUBLICPUBLIC
Loyalty
the quality of being faithful in your support of somebody/something
PUBLIC
Oxford English Dictionary
What is loyalty……..in brands?
“Brands earn trust by being authentic, and by being seen to be authentic.
“They earn loyalty by creating meaningful experiences across all contacts in ways that matter to customers.”
PUBLIC
Robert Wolcott, Kellogg School of Management
And so to first direct
• UK’s most loved bank
• Customer Recommendation Index (TNS)
• Consistently the top bank
• 14 points better than competitive average
• 10 points better than next best
• Our Customers would (and do) recommend us
• UK #1 Customer Service Brand, Nunwood
• Best Customer Service Brand, Which
PUBLIC
People
• Started from scratch 25 years ago: ‘customer’ at the centre
• No branches, no face-to-face contact with customers
• open 24/7/365 – haven’t closed since launch
•Select for customer service, train for financial service
•Longest induction training in the sector
•No scripts, No IVR, No offshoring
•Trusted, empowered and supported
•All about conversations
Rebecca Hirst, Public Relations at first direct, @Rebeccahirst on Twitter 7 February 2013PUBLICPUBLIC
We encourage you to be you
•On-site nursery•Concierge Service•Shuttle bus and parking•Snowball fights•Engagement team•Phones and social media•Intranet comments feed
PUBLIC
Personality
•We are to banking what the platypus is to mammals•We treat our customers as equals•Just because banking is serious, doesn’t mean we have to take it too seriously•Our ATMs look like Space Invaders machines
•Our facebook page shows our staff not our products•We surprise & delight our customers
PUBLIC
PUBLIC
No touchtone, no
scripts
24/7/365
The bank with the most satisfied customers in
the UK
2,800 people
8 million calls a year
Award Winners
1.2 million customers
A call every 4 secs
1 million digital
usersA logon every second
16
“Brands earn trust by being authentic, and by being seen to be authentic.
“They earn loyalty by creating meaningful experiences across all contacts in ways that matter to customers.”
PUBLIC
Robert Wolcott, Kellogg School of Management