ING Direct launched a new THRiVE Chequing Account made for savers by savers. They used a crowd-sourced approach to product development, soliciting feedback from customers on their new account rather than using traditional suggestion boxes. ING Direct acknowledged all feedback, was transparent about both positive and negative feedback, and was proactive rather than just reactive in addressing issues. They had the infrastructure to support this customer-focused approach to development.

1. ING DIRECT – THRiVEtastic!

2. Who are we online?

3. We launched the THRiVE Chequing Account

4. Made for Savers, by Savers

6. Crowd‐sourced product development

7. Take it to
Take it to
(it’s not a suggestion box)

8. Ask for
Ask for
Feedback

9. Take the time to
Take the time to
acknowledge
ackno ledge
feedback
f db k
(all of it)

10. Don’t get
g
defensive
(or take it personally)

11. Be transparent
Be transparent
(both the good and the bad)

12. Be proactive
Be proactive
(not just reactive)
(not just reactive)

13. Have the
H h
infrastructure to
support it

14. Was it a success?

16. Leverage your army. They’ll build it better than you can.

18. Questions?