Case study on customer experience enhancement at ING, Luxembourg

• Autor(a) principal: Nowacki, Aline
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18365
• topic: Customer experience; Corporate culture; Customer's voice; Net promoter score; Customer satisfaction; Marketing; Sector bancário; Estratégias de marketing; Comportamento do consumidor; Inovação tecnológica; Satisfação do cliente; Estudo de casos; Trabalho de projeto; Luxemburgo

In today's world, consumers are daily impacted by technological changes, which is the reason their expectations are likewise shifting. The quality of the interaction and relationship between an organization and a customer will result and evaluate the customer experience. Digitally empowered customers desire to experience and live through the brand; they want to feel special and valued. A great customer experience will result customers’ trust and loyalty, which is often the main objective of an organization. In the banking sector customers expect the exact same experience whether they contact their bank by mobile phone, by chat, or by one of the branches. With the latest financial crisis which started in 2007, customers have become more watchful and it became more difficult for banks to win over new clients. To respond to this challenge, one of Internationale Nederlanden Groep’s objective is to accelerate the pace of innovation, thus the bank had to adapt and set up new working methodologies. One of the major changes was to place customer experience at the centre of the strategy and hereby integrate the consumer in the development of new concepts, products, or services. The case study analyses the changes that ING group carried out during the post-crisis period. As a practical example, we are going to see how customer experience, from this moment on named CX, is assessed at ING Luxembourg, and how the bank integrates multiple CX tools successfully and pragmatically.