First Direct: Branchless Banking

Published 01 Jan 1997
Reference 4660
Topic Marketing
Industry Banking
Region Europe
Length 29 page(s)
Prizes & Awards

2005 ecch Best-selling Case in Marketing

2004 ecch Best-selling Case in Marketing

2003 ecch Best-selling Case in Marketing

2002 ecch Best-selling Case in Marketing

Overall Winner of 2000 European Case Awards

Winner of 1997 EFMD Best Case of the Year Award


First Direct has become the model of tele-banking worldwide, despite similar initiatives undertaken by large international banks. The case describes the history of First Direct and the various components of its operations, especially around the central issue of relationship marketing at a distance.

Teaching objectives

To make students understand all the various facets of a modern operation, which makes it effective, unique and difficult to imitate. A superficial analysis of this successful new model, or of other ones, leads to fast conclusions and pole imitations.

  • Marketing
  • Direct Marketing
  • Relationship Marketing
  • Services
  • Banking
  • Telebanking