To better serve its account holders First Direct, a unit of the UK based HSBC, became a pioneer in round-the-clock customer access to their accounts by being one of the first banks to introduce banking by telephone, online and text messaging. Market research and customer feedback revealed the challenge faced to persuade customers to leave their "brick-and-mortar" banks and place their trust in a "virtual" bank. To address this First Direct focussed on developing state-of-the-art account security...

BPIR Categories

1.1.2 Develop customer interview/focus group approach
1.2.3 Identify new innovations that meet customer needs

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