Service with a Smile

About two years ago I opened a current account with first direct. Until then I had been banking with the Halifax for well over a decade. Contact from the Halifax always seemed like bad news, even if was just my monthly statement. And just as I was getting dissatisfied with them, we had a series of problems that they took months to sort out. (Actually it took Karen over 3 years to get her name changed on her accounts after we got married; at one point they issued her a cheque book in her married name and the cheque card in her maiden name.) When I eventually decided that I was annoyed enough to switch, a few friends recommended first direct.

On first glance first direct don't seem to be that great. The Halifax has a higher interest rate on current accounts, Egg has a much lower interest rate on loans, and Lloyds TSB offer a much better rate for Credit Cards. In fact, for any of the traditional measurements there are many banks who would seem to be much better. And, as first direct don't have any branches (they are part of HSBC, but there was no HSBC in Belfast when I joined), they're don't seem convenient either. So, why are first direct so much better than any other bank I've ever dealt with? Primarily, it's because I really enjoy being a first direct customer, whereas I had to endure all the other banks.

The lack of branches isn't a problem: I can do most of what I need to do on-line (unlike some other online banks who won't let me use their service because I don't use IE), or on the telephone, at any time I choose. If I want to make a deposit, I have to post the cheque, but this actually turns out to be a better use of my time as I no longer have to queue at a branch. (And they even give me Freepost envelopes for sending these.)

When I need to contact them by phone, I can tell that they smile. They also chat while they work, which is so much better than making me listen to hold music. The chatting is also informative: I've had several entertaining and useful discussions with them about how banking things work and where to shop in Glasgow. I imagine they get a few people calling them during the night just for a chat (as used to happen to BlackStar, when they cared about their customers).

Not only have they mastered smiling on the phone, but they also manage it when they send a letter! For example, when another bank offers me some random product, they do it by sending a dull blank form for me to fill in, with no actual guarantee that I'll qualify for it if I bother taking the time to apply. When first direct offer me something, they send me a pretty card printed with my name and exact details of what I have already qualified for. When they say "pre-approved", they actually mean it.

But it gets better. Recently first direct offered me a loan. The offer appeared online: I clicked OK. They explained, in plain English, that I had to sign a form, but I could have an instant overdraft increase if I wanted. I clicked OK. A day or two later the form arrived, pre-filled with all my details, with just one place to sign. I didn't have to spend 20 minutes filling it in.

Other banks focus on the wrong thing, like spending over a million pounds choosing the font for all their letters instead of improving the content of their letters. They also spend millions advertising how great they are, and how much they care about their customers. I'm sure first direct also spend lots of money on fonts and advertising, but mostly they just seem to get on with actually caring about their customers.

It's the small and simple differences that keep me happy: friendly service; listening to my question before trying to answer it; writing letters that are easy to understand; not treating me like an irritation. Every bank, and every business who wants to have customers, should do these things. It doesn't cost extra to smile.