How ING improves customer journeys in an agile and global organization, using an optimized digital CX.
Optimizing digital customer journeys with the Digital Sales Scan
To help ING with their effort of optimizing their digital customer journeys, WUA set up a series of large CX benchmarking studies in Europe, covering 7 countries and 4 banking products.
Using the WUA Digital Sales Scan, across 13 studies ING’s sales funnels were benchmarked against the competition.
Top-line results
ING's customer journey challenge
ING Global sees strong growth in customers and digital traffic, translating into higher engagement, sales, revenues and strong financial results in the last years. Their optimized customer journeys reflect their digital-first strategy. Its digital leadership is reflected in the success of the digital model as the bank knows how to interact with their customers, also in a mobile-first world.
Mobile is becoming the primary channel for consumer service and sales interactions – also in banking – also at ING. And in mobile, other players than banks set customer expectations.
The solution for improved customer journeys
To help ING with their effort of optimizing their digital customer journeys, WUA set up a series of large digital CX benchmarking studies in Europe, covering 7 countries and 4 banking products: current accounts, personal loans, mortgages and investment banking.
Using the WUA Digital Sales Scan, across 13 studies ING’s sales funnels were benchmarked against the competition.
A series of cx benchmarking studies in Europe
Immediate next actions
In order to maximize the impact, ING and WUA set up joint presentations and action workshops. Combining ING’s internal funnel deep-dive figures and WUA’s qualitative insights and recommendations, the local teams of the respective markets were engaged and empowered to plan immediate next actions that have the potential to yield the greatest increase in conversion, ultimately resulting in happier and more satisfied customers.
About ING
The ING Group is a Dutch multinational banking and financial services corporation headquartered in Amsterdam. The three letters (ING) stand for “Internationale Nederlanden Groep”. Its primary businesses are retail banking, direct banking, commercial banking, investment banking, wholesale banking, private banking, asset management, and insurance services. With total assets of US$1.1 trillion,[2] it is one of the biggest banks in the world, and consistently ranks among the top 30 largest banks globally. It is among the top ten in the list of largest European companies by revenue.
