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.

Limited Time Offer

Save over $700 on your subscription. Special offer expires April 30, 2017.

14-Day Free Trial

Authoritative analysis and perspective for every segment of the industry