Adele Tipton

Senior HR Business Partner - HSBC

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Agenda

Introduction to first direct

What we stand for – our values and culture

Values-led culture and engagement

The first direct people experience – how it happens

Our engagement scores

What our people give us in return

Customer Satisfaction – the acid test

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Introduction to first direct bank

• Launched 01 October 1989

• New concept…the first UK bank without branches, just

telephones.

• Our mission – to pioneer amazing service.

• More than 1000 calls in the first 24 hours…24 years

later we have 1.4 million happy customers.

• 8 million calls per year…one call every 4 seconds

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Introduction to first direct bank

• 2 sites – Hamilton and Leeds

• 24 hours per day, 365 days per year

• Around 2800 colleagues working a variety of shifts in a

call centre environment

• Phones are answered by people, every time. (no IVR,

no machines or complicated menu, and we try not to

pass you around)

• An end to end bank…we’re the unexpected bank.

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What we stand for…our values

Our values are woven through everything we do, all

the time…we call it our fDNA.

Passion

Pride

Playful

Family

Always on

Original

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The link between our fDNA and

employee engagement

We like to talk to our people,

………..and we really like to listen.

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9

PeopleEverybody has their say

The link between our fDNA and

employee engagement

We say thank you…a lot!

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(By the way, we like to say thanks to our customers too…)

The link between our fDNA and

employee engagement

The biggest thank you of all…our annual Amazing People

Awards

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The link between our fDNA and

employee engagement

Chocolate….oh yes!!

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The link between our fDNA and

employee engagement

We try to make their time at work about more than just

work…we’re very sociable!

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PeopleWhat we did…..

The link between our fDNA and

employee engagement

The concierge service…

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The link between our fDNA and

employee engagement

• Gym

• Crèche

• Restaurant and coffee shop with TV & pool table

• Shuttle bus to and from the city centre – 48 times per

day

• Treatment room – massage, hairdressing, chiropody

& beauty therapy

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It’s a team effort

• The people experience team

• The leaders and managers in our business

• The HR team

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What do our engagement scores

tell us..?

The Global People Survey 2013

• Sought opinion about direct line managers

connectivity, customer focus, direct manager behaviour, employee

development and performance management

• Sought opinion about Organisational factorsleadership capability, living the values, strategy & direction and risk

awareness

Global People Survey 2013

• 93% of our people believe that they are encouraged

to do the right thing for our customers

• 96% of our people state that they know exactly

what’s expected of them in their role

• 95% of people understand that there’s a clear

expectation that they behave and work according to

our values

• 89% of people believe they are treated with dignity

and respect at work

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Global People Survey 2013

In summary

• Engagement is higher than internal and external comparators in every

single category

• There are no barriers which prevent people from being effective

• Our people have huge respect and appreciation for our customers

• Our managers demonstrate the values of our organisation, and our

people trust them

• People have the right opportunities to learn and grow in their role

• They know what’s expected ,and how they’ll be measured

• They feel recognised and valued for their contribution

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Customer Satisfaction

5

5.5

6

6.5

7

7.5

8

8.5

9

9.5

10

Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug

first direct

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Winner: Best Current Account for Call Centre Services 2013

Winner: Best current account for online service 2013

Winner: Most Trusted Credit Card Provider 2013

Winner: Most Trusted Mortgage Provider 2013

Best Current Account Provider 2013

Best Offset Mortgage Provider 2013

Best Variable Rate Mortgage Provider 2013

Best Customer Service 2013

Re-mortgage Buyers Choice 2013

Online Savings Provider of the Year 2013

Recommended Provider – Banking 2013

Recommended Current Account 2013

Best Financial Service Provider 2012

Recommended Provider - Travel Insurance 2012

Recommended Provider - Credit Cards 2012

Winner: Current Account Awards 2013: Telephone Customer Service

Winner: Current Account Awards 2013: Customer Satisfaction

Credit Card Awards – Winner: Telephone Customer Service & Online

Account Management

And finally….

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