New First Direct site invites customer feedback - good and bad
New First Direct site invites customer feedback -First Direct has launched a new microsite which features both positive and negative customer opinions of the bank.
The First Direct Live website, created by Leeds agency MadeByPi, is part of the bank's autumn customer acquisition campaign and includes comments made by customers on blogs and forums.
Natalie Cowen, marketing communications manager for First Direct, said: "The new microsite is a very open and transparent way of projecting the voice of our customers."
The site invites users to be part of the campaign by engaging with live data feeds and providing their own comments about first direct.
Chris Hemingway, creative partner for MadeByPi, said: “We worked closely with First Direct to design, develop and launch this pioneering microsite. Feelings and words associated with First Direct are displayed on the site, together with live customer service data direct from the call centres.”
The microsite is part of a wider campaign also involving Mindshare, JWT London and Cheethambell JWT that includes digital outdoor, press and online media.
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Comments
Not that many years ago some brands would have gone as white as a sheet with the thought of doing something lke this. You can't stop negative opinions on the web so you may as well acknowledge their existence and try to manage them. Hope it works out for you.

Totally agree with mark, I'm sure we will start to see many more companies doing this. This would also be a great way for them to use twitter. Check out our prez on using twitter www.nation1.co.uk/twitter
I'd love to see Michael O'Leary try this with Twitter.
That way, more people would be able to enjoy tweets like this, from @Jem73.
"easyJet: not quite as shit as Ryanair. You can use that if you want, Stelios."
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