Peter Simpson
Peter Simpson is the new boy on the block, joining smith+co on 1 January 2009. That is not to say he hasn’t been around a bit, as he was one of the gang of four who came together to create First Direct in 1987. Launched in October 1989, First Direct is one of the beacons of customer experience not only in financial services, but it is also recognised as a world leader in its commitment to customers.
Peter was Commercial Director of First Direct 1992 to 2006, latterly also Head of Marketing for HSBC across the UK. As well as being one of the smith+co team, Peter has a number of business interests and Directorships. He is a member of the Independent Assurance Panel for the National Identity Card Scheme, focussing on proposition development and communications. The NIS scheme is one of the most complex, wide ranging projects currently in progress in the UK.
Peter Simpson has been recognised as a marketing leader for many years; he and First Direct were voted Direct Brand of the Decade in 2006. He has won very many awards for marketing, product development and customer service. First Direct has for many years been the UK bank with the most satisfied customers and UK’s most recommended bank over 10 years. He is an Honorary Lifetime Fellow of the Institute of Direct Marketing and is a member of its Education and Digital panels.
He writes and speaks regularly on marketing and customer service issues. His vision of integrated customer propositions encompassing all elements of the brand promise and customer experience is augmented by a belief that truly sustainable service propositions recognise the shift of power to people and the information they hold about themselves.
The opportunity to combine these beliefs with the smith+co ethos is one which he relishes. He says, ‘At a time when organisations are under pressure from all sides, those that recognise that a focus on customers and interactions with them is key, are the more likely winners’.