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ING TRUST
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REBUILDING OR KEEPING TRUST ?
Philippe Wallez General Manager Marketing ING Belgium / South West Europe
Christian de La Villehuchet CEO Euro RSCG BeneluxManaging Director Euro RSCG Europe
TRUST: FIRM BELIEF IN THE HONESTY, VERACITY, JUSTICE OR STRENGTH OF A PERSON OR A THING CREATING A CONFIDENT EXPECTATION
« The Oxford Dictionary »
TRUST CAN KILL YOU
TRUST MATTERS TO REPUTATION
REPUTATION: In simple terms, is the company thought
asgenerally good or bad, and trusted.
TRUST, A GROWING VALUE
TRUST LEADING TO PURCHASE
Trust Preference Purchase
BUT TRUST HAS SUFFERED FROM THE CRISIS
A FEELING OF BEING MANIPULATED
BY THE INSTITUTIONS
A FEELING OF BEING MANIPULATED
BY THE FINANCIAL WORLD
A FEELING OF BEING MANIPULATED
BY THE BRANDS
THE CRISIS HAS CHANGED CITIZEN APPROACH TO THEIR LIFE
THE CRISIS HAS CHANGED CITIZEN APPROACH TOTHEIR LIFE
PEOPLE BELIEVE ITS A CRISIS OF CAPITALISM EVEN MORE A CRISIS OF TODAY’S SOCIETY
4% 2% 5% 4%6% 12% 3% 4%
7% 4%
15%12%
12%
24%
18% 16%
44%
23%
TOTAL (2400) France (800) UK (800) USA (800)
Une crise financière
Une crise du capitalisme
Une crise de société
Une crise moraleUne crise du pouvoir d’achatUne crise environnementale
37%
21%
56% 54%
6% 11%
« Pour vous, cette criseest-elle avant tout… ? »
Etude EuroRSCG Juillet 09
BANKS ARE THE HEART OF DISTRUST
BANKS ARE SEEN AS RESPONSIBLE FOR THE CRISIS
AN OPPORTUNITY FOR ING
UNDERSTANDING RADICAL CONSUMER CHANGES AND LEVERAGING THEM
ING CHALLENGE
EMPATHY
KEY CONSUMER EXPECTATIONS
PRAGMATISM
RESPECT
EMPOWERMENT
PROFESSIONALISM
THEIR NEW WORLD OF BRANDS
• GOOD DEAL• GREAT CONSUMER EXPERIENCE• CONVENIENCE• PERSONNALISATION
AND…THEY DELIVER WHAT THEY PROMISE
THESE BRANDS SHARE COMMON VALUES
HOW TO DELIVER / KEEP TRUST?
ING BRAND VALUE
“They give me a clear overview of my current financial situation, which makes me feel I have greater control”
“I can contact them any way I like” (internet, phone, in
person)
“Whenever I need help with complex issues, they offer me professional assistance and
advice” (knowledge, objective advice)
“They offer products and services that are clear and transparent” (no hidden fees, no small print)
An ‘Easier’ customer experience will build trust
“They offer solutions that help me manage my finances in a fast and
efficient way”
Source: “ING Value Proposition” research, metrixLAB, April 2008
Banking - Investments - Life Insurance - Retirement Services
Easy to contact
Professional Advice
Fast and efficientTransparent
Clear overview
Elements of trustElements of service
EasierFast &
Efficient
Easy to
contact
Transparent
Clear overview
ProfessionalAssistance
ING BELGIUM STRATEGIC IDEA
WHILE OTHER BRANDS ARE TAKING ADVANTAGE OF YOU, YOU CAN TAKE ADVANTAGE OF ING
DIRECT WHEN POSSIBLE, ADVICE WHEN NEEDED
• COMPETITIVENESS• COMPETENCE• NO FUSS• PROXIMITY• DIRECT• EASIER
YOU CAN TAKE ADVANTAGE OF ING
ING BRAND BOOK
AN IDEA DEVELOPED AROUND 3 PILLARS
ACCESSABILITY(Click & Face)
PRODUCTSRELATIONSHIP
TAKE ADVANTAGEOF ING
PRODUCTS
STAR FUND
STAR FUND
LIVRET VERT
LION DEPOSIT
LIVRET VERT
ING LION ACCOUNT
CAMPAIGN 2007
CAMPAIGN 2007
CAMPAIGN 2007
CAMPAIGN 2007
CAMPAIGN 2008
CAMPAIGN 2008
CAMPAIGN 2008
CAMPAIGN 2009
CAMPAIGN 2009
CAMPAIGN 2009
CAMPAIGN 2009
CAMPAIGN 2009
ING CAMPAIGN AUTO.BE
RELATIONSHIP
TRUSTWORTHY DIALOGUE
BE LOW PROFILE & NOT ARROGANT, BUT BE PRESENT!
NO “BLABLA” BUT FACTS
BE COHERENT & NOT OPPORTUNISTIC
FROM 50 TO 1000 CAMPAIGNS / YEARRIGHT TIME, RIGHT PLACE, RIGHT CHANNEL AND
… RIGHT TONE OF VOICESTRONG TIME TO MARKETSTRONG CUSTOMER INTELLIGENCEBRAND PROCESS AND STRICTLY CONTROLLED
PROCESSCONTINUOUS AND DETAILED MEANS (ROI)
ONE TO ONE DIALOGUE
DIRECT MARKETING - examples
MAILINGS - examples
VIRAL MARKETING - examples
EVENTS – examplesPolé Polé
Banking - Investments - Life Insurance - Retirement Services
Banking - Investments - Life Insurance - Retirement Services
MARKTROCK
PLAISIRS D’HIVER
Banking - Investments - Life Insurance - Retirement Services
ING TRUCK
62
ACCESSABILITY
Click & Face
« DIRECT WHEN POSSIBLE ADVICE WHEN NEEDED »
CAMPAIGN 2009
The Retail Company - examples
TRUST WORTHYONE OF THE 3
EMERGING VALUES FOR
N = 38
Value mapping ING – Totaal
2
A
1
3
4
Eerlijkheid
Droom
Dynamisch
Geluk
Vriendelijkheid
Klant staat centraal
Uniek
Correct Betrouwbaar
Beloften worden nagekomen
Flexibiliteit
Het delenVerrassing
Dichtbij
Warmte
Verleiding
Competentie
Traditie
Voor iedereen
Menselijkheid
Luisterbereid
Sterk
Familie
Respect
Persoonlijk
Makkelijk
Durf
Openheid
Duidelijkheid
Jong
Innovatie
Emotie
Toekomst
ING BRAND TERRITORY
FOCUS ON BUSINESS GROWTH
THANKS FOR YOUR ATTENTION
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