CASE STUDY / ING DIRECT CANADATHRiVE Chequing Accountmakes a big impression                                               ...
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Ing direct and radian6

  1. 1. CASE STUDY / ING DIRECT CANADATHRiVE Chequing Accountmakes a big impression But ING DIRECT doesn’t stop asking for feedback. “The feedback from our Clients helps drive ourTHE CHALLENGEING DIRECT is a different kind of bank. It promotions and lets us better understand whatdoesn’t have bricks and mortar bank branches, our Clients want and need from their bank,” saysso ING DIRECT is very comfortable interacting Gloria Chik.with its customers online and by telephone. Another key to ING DIRECT’s approach isIt’s no surprise that social media was an ensuring they have the infrastructure to supportimportant focus for this innovative financial it. This includes human and technical resourcesservices company. In fact, ING DIRECT has been needed to listen and engage as the scope andat the forefront of social media usage in the scale of the conversation increases. Theyfinancial services industry since 2007. Today are always prepared to meet expectations ofthe company speaks to customers and potential timeliness and responsiveness.customers across a number of social webchannels. ING DIRECT’s biggest social mediachallenge was being seen as more than “just abank”. They strive to be transparent and genuine THE RESULTSin their communications. This approach has The THRiVE Chequing product has become abeen key to building a vibrant community of major success for ING DIRECT. The campaignING DIRECT “Savers.” has to date attracted over 40,000 active THRiVE-ers and that number just keeps growing. The campaign has had over 5 millions impressions on social media sites and over 100 million traditional media impressions. Blog postsTHE APPROACHTHRiVE Chequing is an online no-fee daily covering the THRiVE Chequing public launchchequing account that actually pays interest. were read 53,000 times and #THRiVETASTICOver 22,000 ING DIRECT Clients took part in the was mentioned online to an audience of overproduct’s preview, with their feedback directly 3.6 million users.influencing the final offering. In addition tothe bank’s web site, they gathered customer With numbers like this it is easy to see thatinsights directly through Facebook and Twitter. ING DIRECT has found the right channels to reachING DIRECT believes strongly in asking for their customers. And with the THRiVE Chequingfeedback, a great proactive way to get or keep the campaigns success fresh in their minds,conversation going. It gathered many valuable ING DIRECT looks to the future with plans tosuggestions for THRiVE Chequing, including continue this momentum with other projects.increasing the number of free cheques andincreasing the number of bill payees. 1 888 6RADIAN (1 888 672-3426) Copyright © 2011 - Radian6