Alison Jaap

Customer Director First Direct

Alison is responsible for delivering pioneering service across first direct, tackling the dual challenge of maintaining first directs existing number 1 position for customer service while adapting to meet the demands of a new generation of highly demanding digital customers. She has worked in financial services across the globe for over 20 years, leading a range of programmes to improve customer experience, reduce costs and create agility. She has a passion for creating organisations with the customers at their heart.

CCW 2021 Keynotes - Day Two

Wednesday, February 24th, 2021

1:00 PM The First Direct Case Study: Approaching digital engagement with the customers at heart

First Direct has been consistently voted the No.1 company in the UK for delivering high quality customer service. What has been their secret ingredient? In this case study, Allison will be sharing core insights into their fundamental approach and strategies in achieving this and how they are balancing digital service with a deep human touch.

·        Driving a genuine customer focus while balancing business and customer requirements

·        Approaching digital service with human at heart: Start with customer needs

·        Sharing examples on driving continuous improvement for key processes to improve customer satisfaction

·        How are we approaching measurement and KPIs differently: What does success look like at Fist Direct?  


Check out the incredible speaker line-up to see who will be joining Alison.

Download The Latest Agenda