Speakers

Lucinda Scott is Customer Director at first direct, responsible for leading the bank’s pioneering approach to customer service and strengthening its reputation as one of the most trusted and innovative financial services brands in the UK. She brings over 30 years of leadership experience across financial services, with a proven record of driving cultural transformation, sustainable growth, and outstanding customer outcomes. Since joining in 2021, Lucinda has overseen some of first direct’s strongest results on record. In 2025, the bank ranked #1 in the UK Customer Service Index (UKCSI) and #1 for Strategic Net Promoter Score (sNPS), reduced complaints by 29% to record low levels, grew Trustpilot ratings to an excellent 4.5, and was ranked #1 by Forrester for Customer Experience. first direct has now grown to over 2 million customers and maintained industry-leading service levels, with calls answered in an average of under 10 seconds and over 75% resolved at first point of contact without an IVR system. In 2025, first direct was also named Forbes’ second-best bank in the world. Appointed Vice President of the UK Customer Service Institute in 2024, Lucinda is a respected industry voice and keynote speaker on customer strategy, culture, and leadership.