Last week I had the privilege of listening to Glen Comerford, the Marketing Analytics Manager for ING Direct, talk about their exciting journey to becoming one of the most customer-centric banks in Australia.
This is a story about transformation. About radically changing the way an organisation thinks about data and self-service. About embarking on a journey to leverage data to achieve business goals - in this case, providing a better customer experience and managing expenses.
To the bank that co-owns the roof over my head and holds my hard-earned savings, Please, stop sending me offers that are irrelevant to my financial position and my stage in life. Stop communicating with me via mediums that I find outdated and inconvenient. Most of all, stop treating me like just another customer and treat me like an individual that has chosen you to be my financial partner in life. All I ask is that you anticipate and service my financial needs. Use what you know about me to deliver a seamless and interconnected engagement regardless of where or [...]
80% of CEOs think they deliver a superior customer experience...only 8% of customers agree!