Travelling on the tube the other day I saw an advert for First Direct. Now First Direct consistently outperforms all other UK banks as far as customer satisfaction is concerned. They deliver “rapport with attitude.” They provide a personal touch, they make you feel like an individual. They go the extra mile.

They have advantages, they are a niche player unburdened by a branch network. But nevertheless everyone I have ever spoken to who banks with them waxes lyrical about their approach.

The advert was different. The implication was that you can see what others are thinking about First Direct [http://www.interactive.firstdirect.com/talkingpoint.html]
I checked it out. Sure enough there are a string of comments from, on the face of it, members of the public. Most of the comments are highly complimentary

“Shunts” says “First Direct are the GREATEST. My mistake resulted in £10 going into the wrong account, the recipient bank, Nationwide, were totally unhelpful! FD repaid the £10 and I was able to settle my debt ”

But not all are so full of praise

“Dis Appointed” says “As one of First Direct’s longest standing customers, we have experienced in recent years an erosion of flexibility, support and positive personaility, talking to staff has confirmed it’s not as it says”

But what confidence to allow comments to be seen.

There is a brilliant line by Douglas Adams in Hitchhikers about how Civilisation goes through three stages How? Why? Where?
How can we eat? Why do we eat? Where shall we have lunch?

Maybe there are three stages of customer centricity? How? Why? Where?
How do we know what customers want? Why do we care about what customers want? Where will we share what customers think?

Anyway you look at it, First Direct have moved on to the third stage