Tóm tắt
Explores how Midland, with its Firstdirect Bank (telephone‐based direct
banking system), led the way in meeting the customers’ demand for
improved, more personal service, with reduced operating costs. Looks at
Midland’s background as an innovator and the deployment of technology
needed for the project. Finds out who Firstdirect’s customers are and
how their needs are met. Suggests that the key to success is that
“back‐office” bankers are on an equal footing with front‐line staff.
Maintains that Firstdirect will continue to lead the way in meeting the
demand for personal 24‐hour, year‐round service, with its high level of
customer service and its efforts to reduce costs and eliminate errors
