Lucinda Scott joined first direct as Customer Services Director in October 2021, previously at HSBC UK as Regional Director within the Network. Lucinda is responsible for delivering pioneering service across first direct, tackling the dual challenge of maintaining first directs existing number 1 position for customer service while adapting to meet the demands of a new generation of highly demanding digital customers.  She has worked in financial services for over 30 years and has a passion for people and Customer engagement – delivery within organisations with the customers at their heart.Â
