First Direct repositions as it admits customer service is no longer a differentiator

It’s fair to say First Direct has no issues when it comes to positive perceptions around its customer service. Just last year, it was awarded the number one position in KPMG Nunwood’s Customer Experience Excellence ranking, reclaiming a title it lost to Lush in 2015.
However, being renowned for customer service can also been limiting, according to First Direct’s head of brand and marketing Zoe Burns-Shore.
“The reality is good customer service now comes with the territory