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老牌直销银行First Direct实现移动化转型

First Direct可以说是电话直销银行界的“老前辈”了。

近日有数据显示,从今年8月开始,First Direct的移动业务交易量已经远远超过桌面和电话端。

而刚刚出炉的9月统计数据再次证明了这一点。

比如,First Direct客户现在通过数字渠道与银行互动的次数比电话端多25倍。

该公司负责人Joe Gordon表示:

“我们的客户希望采用全渠道方式进行银行业务,但他们现在正在选择将应用作为管理账户的主要方式。”

 

Mobile has become the channel of choice for customers of direct banking pioneer first direct, overtaking desktop interactions for the first time and far surpassing the original dial-in telephony pipes.

The switchover to a mobile majority took place in August and was confirmed in September’s figures.

Joe Gordon, head of first direct, says: “Our customers want an omni-channel approach to banking but they’re now choosing the app as their primary way of managing their accounts.”

On average, first direct’s customers now interact with the bank through digital channels around 25 times more than telephony each month.

“Mobile offers our customers more and more functionality, and we’re seeing a rapid migration towards mobile becoming the digital channel of choice," says Gordon. "We’re seeing fewer calls per customer, but we’re always there with real people to help with complex queries.”

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