Customer-management strategy 55 and mutual respect. The company states it is committed to its customers and partners and has a passion for technology. Its website goes on to say: `We take on big challenges, and pride ourselves on seeing them through. We hold ourselves accountable to our customers, shareholders, partners, and employees by honouring our commitments, providing results, and striving for the highest quality.' Telephone and internet banking service first direct is an example of an organization that has revolutionized the banking industry by its drive to provide a flexible service to the customer. It offers an attractive product and service to its customers at a competitive price. Its 24-hour service, 365 days a year, means it is constantly accessible to its customers both on the phone and via the internet. First direct has succeeded by having a clear vision and set of values that focus on the customer. It recruits customer-focused employees who match its values. Its philosophy is that it can train skills but that new recruits need to come with a positive attitude. First direct is the most recommended of all UK banks