As digital channels cover 95% of its banking activities, digital servicing is at the core of ING Direct marketing approach. Digital self-service excellence is strategic for business efficiency as well as for customer satisfaction. Using a sofisticated semantic intelligence engine, ING has empowered its digital self-served services increasing sales opportunities and reducing inbound calls.

2. Self-first, advice when needed
Omnichannel experience from ING Bank Italy
Paolo Giambertone
Head of Digital Channels – ING Bank Italy
Milan - 7 July 2015

3. About us
3
Startup: 2001 Website:
www.ingdirect.it
Brand:
ING DIRECT
Customers:
1 MLN
Retail Balances:
23 BLN
ING Group, in Italy, operates via ING Bank entity, both in Retail
Banking (under the brand ING DIRECT) and Commercial
Banking. Both units report to the same Country CEO.
ING BANK IN ITALY

4. Our orange promise to the customer
We make banking clear and easy
We are there for you anytime, anywhere
We empower you to make smart financial decisions
We’ll keep getting better
We believe banking doesn't have to be difficult and time consuming. Less is more. Clear products.
Plain language. Fair prices. Simple processes. That saves both of us time and money.
We promise to make banking possible anytime, anywhere. And at those moments when you would
like more expertise, we're there to help, because many big decisions are also financial decisions.
We promise to provide you with relevant information, at the right time, so you can understand your
choices, for today and the future, and make the best financial decisions.
Life and business are about moving forward. We will keep looking for new ways to make things
better. New ideas. New solutions. New way to make things easier for you, so we can both stay a
step ahead.

5. Our distribution approach
5
Web Mobile Social network Call centre Bank Shops Sales network
Commercial
advantage from
multichannel
Customer acquisition
50% self-service
50% face-to-face
Servicing
95% self-service
5% face-to-face
Cost advantage
from self-service
Common foundation: understanding omnichannel customer behavior

6. Don’t think digitalization will bring immediate cost reduction!
6

7. Actually, any digital touchpoint could result in a cost driver!
7
Logins on
web...
... and
inbound calls
from the
same
customers
(within 3 hrs)
Normalized data, sample period before optimizing digital touchpoints

8. Beyond channels: mutually influenced moments of customer experience
8
Level of customer empowerment
Levelofautomation
Autonomous browsing
Branch
Call Centre
Semantic search &
virtual assistant
Proactive chat
100% human assisted 100% Self service driven
Human assisted with predictive approach 100% machine assisted
Remote Expert

9. Empowering customers? Don’t try this at home(page)
9

10. What if we implement a full-text search engine?
10

11. A different approach, using natural language
11

12. Natural language in omnichannel perspective: Cogito as facilitator
12
NL Interpreter :
Type of Query/Email/Social/Claims/Voice
…
…
Semantic Analisys:
Questions or Requests
identification
Link to relevant
knowledge base
Web pages /documents
Knowledge Base Social ( Twitter / Facebook)
Email / Ticketing
INTELLIGENCEANDINSIGHTS
Customer
Point of Contact
Documents to
Customer
Answers to
Customer
On line chat
Phone call /IVR
COGITOAPI

13. Our outcomes, 6 months after implementation
13
25% USAGE
+12% CROSS BUYING RATIO
-6% INBOUND CALLS

14. 14
Thank you!
Twitter handle: @paulgiamb