ING's challenge
ING Global sees strong growth in customers and digital traffic, which translates into higher engagement, revenue, turnover and strong financial results in recent years. Their optimized customer journeys reflect their digital-first strategy. The digital leadership is reflected in the success of the digital model, as the bank knows how to engage with their customers, even in a mobile-first world.
The approach for improved customer journeys
To help ING optimize their digital customer journeys, WUA set up a series of large-scale CX benchmark studies in Europe, covering 7 countries and 4 banking products.
Using the WUA Digital Sales Scan, 13 studies compared ING's sales funnels with those of competitors.
To support ING in optimizing their digital customer journeys, WUA set up a series of large-scale digital CX benchmark research in Europe, spread across 7 countries and 4 banking products: current accounts, personal loans, mortgages and investment banking.
Using the WUA Digital Sales Scan, 13 studies compared ING's sales funnels with those of competitors.
Next actions
To maximize the impact of the research, ING and WUA set up joint presentations and action workshops. By translating the in-depth insights into concrete improvement actions per country and per product, teams could immediately get to work on the highest priorities.
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". The primary activities are retail banking, direct banking, commercial banking, investment banking, wholesale banking, private banking, asset management and insurance services. With a balance sheet total of $1.1 trillion[2] it is one of the largest banks in the world and consistently ranks in the top 30 of largest banks worldwide. It belongs to the top ten in the list of largest European companies by revenue.
