Marketing - Customer Care

8/14/2019 Marketing - Customer Care

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First Direct

Started on 1st

Oct 1989 by Midland Bank. Taken over by HSBC in 1995

It has 1.16 million customers

890,000 of them use Internet Banking

370,000 customers use SMS message banking. first

direct sends around 2.6 million text messages tocustomers every month

It employs 3,200 people in 2,700 FTE roles at two sites, inLeeds and Hamilton (near Glasgow)

44% of First Direct's sales are via e-channels

More than 1 in 4 of First Direct's customers join because ofpersonal recommendation

Over 85% of customer contact with first direct is electronic

It takes over 1,700 calls a day from abroad

It has been in profit every year since 1995


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Customer is the King

A Customer is the most important person on ourpremises. He is not dependent on us.

We are dependent on him. He is not aninterruption to our work. He is the purpose of it.

He is not an outsider in our business. He is partof us. We are not doing him a favour by servinghim. He is doing us a favour by giving us the

opportunity to do so.. - Mahatma Gandhi


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Importance of Customer

The average Wronged customer will tell 8 to 16people.

91% of unhappy customers will never purchase

goods or services from you again.

If you make an effort to remedy customercomplaints, 82% to 95% of them will stay onwith you.

It costs 5 times as much to attract a NEWcustomer as it costs to retain an OLD one.


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Qualities of Employees

Maintain High Quality Standards

Committed to Core Values

Decision Taking Ability Be helpful - even if theres no immediate

profit in it.

Take the extra step, Throw in something extra

Under Commit Over Deliver


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Roles Of Employees

1.Technical help,

2.Transcription,3.Complaints,

4.Customer service,

5.Support

6. Sales,

7. Marketing8. Billing.


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Market Research

According to American Marketing Association itis a process of determining, acquiring,analyzing synthesizing and disseminatingrelevant marketing data, information, andinsights to decision makers in ways thatmobilize the organization to take appropriatemarketing actions that in turn maximizebusiness performance.

Marketing research is the systematic design,

collection, analysis and reporting of datarelevant to a specific marketing situation facingan organization.


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Why Market Research ?

To get feedback.

To know your market position

To identify threats and opportunities.

Gap Analysis

Find out the customer mood

Example : Virgin Airlines


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Virgin Airways

Every month Commissions a Survey,

On In-House Service

Flight Timing

Food and Drinks

Overall Flight Experience

Recently won Award for C-SAT.


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Launch of FD

24*7*356 Banking.

Pioneered Stand alone Phone banking .

Differentiate from Conventional bank. Effective Ad Campaigning.

Easy to use No Branches .

Training the staff to assist Customers.

Its BLACK and WHITE.


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bRanding

By 2000 new completion had come in.

Cahoot,

Egg

Smile Loosing market position .

Loosing Valued customer.

Customers no Longer Satisfied.


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Market Research

Commissioned Market research.

Were the services provided right?

Image in comparison with itsrivals

how to improve customerawareness

To retain the loyalty ofcustomers.


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Brand Revitalizations

By creating values for customer

Understanding customer needs and wants

Understanding brand customer `s perspective

Positioning tells the firm what value is being created forthe customers.

They used 3 d`sof Brand positioning Defining, Differentiating, Deepening brand recognition

Ad Campaign

Incentives .. Paying100 Pounds for your First Account


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THANK YOU

Marketing - Customer Care

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