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ING TRUST

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ING TRUST

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ING TRUST

  1. 1. REBUILDING OR KEEPING TRUST ? Philippe Wallez General Manager Marketing ING Belgium / South West Europe Christian de La Villehuchet CEO Euro RSCG Benelux Managing Director Euro RSCG Europe
  2. 2. <ul><li>TRUST: FIRM BELIEF IN THE HONESTY, VERACITY, JUSTICE OR STRENGTH OF A PERSON OR A THING CREATING A CONFIDENT EXPECTATION </li></ul><ul><li> « The Oxford Dictionary » </li></ul>
  3. 3. TRUST CAN KILL YOU
  4. 4. <ul><li>TRUST MATTERS TO REPUTATION </li></ul><ul><li>REPUTATION: </li></ul><ul><li>In simple terms, is the company thought as </li></ul><ul><li>generally good or bad, and trusted. </li></ul>
  5. 6. TRUST, A GROWING VALUE
  6. 7. TRUST LEADING TO PURCHASE Trust Preference Purchase
  7. 8. <ul><li>BUT TRUST HAS SUFFERED </li></ul><ul><li>FROM THE CRISIS </li></ul>
  8. 9. A FEELING OF BEING MANIPULATED BY THE INSTITUTIONS
  9. 10. A FEELING OF BEING MANIPULATED BY THE FINANCIAL WORLD
  10. 11. A FEELING OF BEING MANIPULATED BY THE BRANDS
  11. 12. <ul><li>THE CRISIS HAS CHANGED CITIZEN APPROACH TO THEIR LIFE </li></ul>
  12. 13. THE CRISIS HAS CHANGED CITIZEN APPROACH TO THEIR LIFE
  13. 14. 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 morale Une crise du pouvoir d’achat Une crise environnementale 37% 21% 56% 54% 6% 11% « Pour vous, cette crise est-elle avant tout… ? » Etude EuroRSCG Juillet 09
  14. 15. <ul><li>BANKS ARE THE HEART OF DISTRUST </li></ul>
  15. 16. BANKS ARE SEEN AS RESPONSIBLE FOR THE CRISIS
  16. 17. <ul><li>AN OPPORTUNITY FOR ING </li></ul>
  17. 18. <ul><li>UNDERSTANDING RADICAL CONSUMER CHANGES AND LEVERAGING THEM </li></ul>ING CHALLENGE
  18. 19. <ul><li>EMPATHY </li></ul>KEY CONSUMER EXPECTATIONS PRAGMATISM RESPECT EMPOWERMENT PROFESSIONALISM
  19. 20. THEIR NEW WORLD OF BRANDS
  20. 21. <ul><li>GOOD DEAL </li></ul><ul><li>GREAT CONSUMER EXPERIENCE </li></ul><ul><li>CONVENIENCE </li></ul><ul><li>PERSONNALISATION </li></ul><ul><li>AND… </li></ul><ul><li>THEY DELIVER WHAT THEY PROMISE </li></ul>THESE BRANDS SHARE COMMON VALUES
  21. 22. <ul><li>HOW TO DELIVER / KEEP TRUST? </li></ul>
  22. 23. <ul><li>ING BRAND VALUE </li></ul>
  23. 24. “ 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 efficient Transparent Clear overview Elements of trust Elements of service
  24. 25. <ul><li>ING BELGIUM STRATEGIC IDEA </li></ul><ul><li>WHILE OTHER BRANDS ARE TAKING ADVANTAGE </li></ul><ul><li>OF YOU, YOU CAN TAKE ADVANTAGE OF ING </li></ul><ul><li>DIRECT WHEN POSSIBLE, ADVICE WHEN NEEDED </li></ul>
  25. 26. <ul><li>COMPETITIVENESS </li></ul><ul><li>COMPETENCE </li></ul><ul><li>NO FUSS </li></ul><ul><li>PROXIMITY </li></ul><ul><li>DIRECT </li></ul><ul><li>EASIER </li></ul>YOU CAN TAKE ADVANTAGE OF ING
  26. 27. ING BRAND BOOK
  27. 28. AN IDEA DEVELOPED AROUND 3 PILLARS ACCESSABILITY (Click & Face) PRODUCTS RELATIONSHIP TAKE ADVANTAGE OF ING
  28. 30. PRODUCTS
  29. 31. STAR FUND
  30. 32. STAR FUND
  31. 33. LIVRET VERT
  32. 34. LION DEPOSIT
  33. 35. LIVRET VERT
  34. 36. <ul><li>ING LION ACCOUNT </li></ul>
  35. 37. CAMPAIGN 2007
  36. 38. CAMPAIGN 2007
  37. 39. CAMPAIGN 2007
  38. 40. CAMPAIGN 2007
  39. 41. CAMPAIGN 2008
  40. 42. CAMPAIGN 2008
  41. 43. CAMPAIGN 2008
  42. 44. CAMPAIGN 2009
  43. 45. CAMPAIGN 2009
  44. 46. CAMPAIGN 2009
  45. 47. CAMPAIGN 2009
  46. 48. CAMPAIGN 2009
  47. 49. <ul><li>ING CAMPAIGN AUTO.BE </li></ul>
  48. 51. RELATIONSHIP
  49. 52. TRUSTWORTHY DIALOGUE <ul><ul><li>BE LOW PROFILE & NOT ARROGANT, BUT BE PRESENT! </li></ul></ul><ul><ul><li>NO “BLABLA” BUT FACTS </li></ul></ul><ul><ul><li>BE COHERENT & NOT OPPORTUNISTIC </li></ul></ul>
  50. 53. <ul><ul><li>FROM 50 TO 1000 CAMPAIGNS / YEAR </li></ul></ul><ul><ul><li>RIGHT TIME, RIGHT PLACE, RIGHT CHANNEL AND … RIGHT TONE OF VOICE </li></ul></ul><ul><ul><li>STRONG TIME TO MARKET </li></ul></ul><ul><ul><li>STRONG CUSTOMER INTELLIGENCE </li></ul></ul><ul><ul><li>BRAND PROCESS AND STRICTLY CONTROLLED PROCESS </li></ul></ul><ul><ul><li>CONTINUOUS AND DETAILED MEANS (ROI) </li></ul></ul>ONE TO ONE DIALOGUE
  51. 54. <ul><li>DIRECT MARKETING - examples </li></ul>
  52. 55. <ul><li>MAILINGS - examples </li></ul>
  53. 56. <ul><li>VIRAL MARKETING - examples </li></ul>
  54. 59. EVENTS – examples Polé Polé Banking - Investments - Life Insurance - Retirement Services
  55. 60. MARKTROCK Banking - Investments - Life Insurance - Retirement Services
  56. 61. PLAISIRS D’HIVER Banking - Investments - Life Insurance - Retirement Services
  57. 62. ING TRUCK
  58. 63. ACCESSABILITY Click & Face
  59. 64. <ul><li>« DIRECT WHEN POSSIBLE </li></ul><ul><li>ADVICE WHEN NEEDED » </li></ul>
  60. 65. CAMPAIGN 2009
  61. 66. <ul><li>The Retail Company - examples </li></ul>
  62. 67. <ul><li>TRUST WORTHY </li></ul><ul><li>ONE OF THE 3 </li></ul><ul><li>EMERGING VALUES FOR </li></ul>
  63. 68. 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 delen Verrassing Dichtbij Warmte Verleiding Competentie Traditie Voor iedereen Menselijkheid Luisterbereid Sterk Familie Respect Persoonlijk Makkelijk Durf Openheid Duidelijkheid Jong Innovatie Emotie Toekomst ING BRAND TERRITORY
  64. 69. FOCUS ON BUSINESS GROWTH
  65. 70. <ul><li>THANKS FOR YOUR ATTENTION </li></ul>

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