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first direct launches Beta Lab scheme

4th October 2010 Print

first direct has announced a unique banking initiative that will give customers and members of the public a chance to have their say on how new products and services are developed, and the opportunity to give feedback prior to launch. Beta Lab, announced as first direct celebrates its 21st birthday, will be the only project of its kind to be trialled by a bank in the UK. The scheme will give members of the public the opportunity to shape products and services before they are officially released, with a forum for feedback and opinions.

The scheme, which will go live later this year, will be carried out primarily online. It will ensure that products are changed and developed dependent on customer reaction, in order that first direct customers are offered the services and solutions that they really need. The launch of Beta Lab continues the tradition of technology and customer service that has been central to first direct's development over the past 21 years. These include last year's launch of Talking Point, the first direct forum for customer feedback.

Paul Say, Head of Marketing at first direct, commented on the launch: "For 21 years, first direct has pioneered innovative communication with its customers.  The launch of Beta Lab is the next step on our customer relationship journey following the successful launch of Talking Point last year.  

"This new two-way communication tool highlights that not only is first direct at the cutting edge of technology, but that customer opinion is at the heart of everything that we do. Our aim is to always encourage real feedback from real customers - the people that matter the most."