Innovation Ahead of the Curve. Arkadi Kuhlmann. What if the Idea Had a Name?. ING DIRECT was born in an age of broken promises. If we were going to earn people’s trust, we had to do it by turning our backs on what marketing had become. What if We Started Over?.
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ING DIRECT was born in an age of broken promises. If we were going to earn people’s trust, we had to do it by turning our backs on what marketing had become.
When you’re trying to re-invent something, nothing can be sacred.
“Do not go where the path may lead; go instead where there is no path and leave a trail”- Ralph Waldo Emerson
Cost EfficientOperational Excellence
That was the impossible question that gave birth to this idea called ING DIRECT.
President Obama Inauguration Event, Delaware Office
New York Café
Source: FDIC Q3’09
Once Golden Boys
Source: Yahoo Finance
Experience marketing in Manhattan with live promoters
Savings promotion on Black Friday
Marketing campaign on Hulu.com
Orange Brand Driver campaign
Websites our Customers Visit
Length of Customer RelationshipCustomers’ Vote of Confidence
Delivering on Brand Promise
Wins Returning Business
7.6% Average Balance CAGR
Planning to increase balancewith ING DIRECT
Satisfaction with ING DIRECT
9 out of 10
Deposit Balance Growth (% of Year 1 Opening Balance)
Thinks ING DIRECT is overall better than others
Ease of becoming customer of ING DIRECT
9 out of 10
Thinks ING DIRECT website better than others
This has never been just a business. It’s a cause.
So who will win ?
Financial services’ need for profit
Consumers’ need for value
There is always going to be a better way to do this.