Creating amazing experiences
When creating exceptional experiences in personal banking, the first principle is that it has to be personal. Functionality and features are important, of course. However, our goal is to assist each individual with exactly what they need when they need it. We want to give them relevant and appropriate options for their exact situation and anticipate what matters to each customer. Service means proactively spotting a problem and making it easy to deal with it, rather than just sending you a text to say you have been – or will be – charged unless you do something. In essence, we want to embed our traditional customer service culture and humanity in our digital experience.
We believe there's an opportunity to remove friction and reduce financial stress, supporting and rewarding customer loyalty. Our industry seems to have become preoccupied with acquiring new customers, with little attention to serving customers over the long term or helping them along their financial journey. We're taking a holistic view of each customer's finances and want to anticipate which products and services matter to them at any time. Open Banking's maturity means that this holistic view can extend beyond the product, services, and balances they hold with first direct to their whole financial portfolio.
Ultimately, we want customers to choose first direct – and stay with us – because they have confidence in our approach. We want them to see that we use what we know about them intelligently and proactively to guide, assist and even nudge. Our vision is to help customers with their financial wellness, learn about them, and take action to make banking as stress-free as possible.
The technical infrastructure is in place. The challenge is taking what we know about customers and their behaviour to make dealing with routine requirements straightforward and anticipating likely needs a real-time reality. In some ways, we want what we're doing to be invisible. It isn't about pushing promotions and offers at groups of customers and seeing what sticks. Great experiences are about context, relevance and timing. We want to present something that people want and need and ensure that help is at hand when things get more complicated.