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