Which Bank Really Is No 1?


Retail Banking

Andy Dexter

Andy Dexter

Senior Advisor

MESH Experience

The advent of publicly published league tables of customer service quality for banks has made a few waves. First Direct topped the table of customers surveyed – and promptly trumpeted the fact through all conceivable media. But does this make them the best bank in Britain?

From the experience perspective, we argue ‘no’. Indeed, if they were, why would people not be flocking to First Direct in their thousands?

Well, First Direct’s customers may love them, but we reckon they rank about 8th from the experience perspective.

Brand consideration or customer advocacy are often the default metrics brands use, and some clients have linked these metrics to sales or market share. However, brand consideration rarely moves much, making…

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