Where Technology Provides the Service Solution Available to Purchase

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