I don't currently bank with First Direct but have been alerted to their superior service by a number of friends and colleagues so I ...

Finally a brand that (nearly) gets it !

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I don't currently bank with First Direct but have been alerted to their superior service by a number of friends and colleagues so I thought I would check out the site. They claim that "we don't shy away from feedback so we would love to know what you are thinking" and they do seem to live this principle - I expected to see mostly positive comments but there were also some negatives - mainly around interest rates and some customer service issues.
The site is really interesting and addresses most of the cynicism I had about their being just another bank - I really like the "live feelings" which shows floating "+" and "-" with the claim that 72.9% of responses are positive, 7.71% are neutral and 15% are negative and the ability to expand and play and group these symbols BUT no ability to click through and read the comments - maybe they were worried about people naturally always looking for negatives ?
Similarly the "live feeds" section allows you to "expand and play" and you can see the words that people are using BUT again you can't click through to see the posts and that brings the credibility into question.
I think this is where they are missing a trick - to be truly transparent you need to follow through the promise. Recently we ran a forum for one of our Clients Imedeen where we received more credit from the community for overtly showing negative posts than for the positive posts - I guess people want to challenge brands in social media and found glitches in their supposed transparency.
So in the round First Direct do "get it" - this is even backed up with their £100 if you like us and £200 if you don't with seemingly no strings - and are miles ahead of other banks and indeed other so called socially media literate companies but I would really like to have seen them being upfront about the negatives and then posting a response outlining how they are going to address the negatives.


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