To get in front of the growing problem of user complaints tied to mobile payments, First Direct is using online video to put a human face on its replies to a frustrated group of customers.

"Mobile payments are growing in importance but it's not an exaggeration to say that customers expect to be able to take a majority of their transactional banking tasks while on the move," says Mark Mullen, CEO of First Direct, a unit of HSBC. Mullen was formerly the marketing director for First Direct before becoming CEO in September.

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