News

ING Direct Australia partners with IBM to attract millennial demo

May 17, 2016

​ING Direct Australia has partnered with IBM in an effort to attract, engage and retain customers from the millennial demographic — digital natives who prefer to do their banking online or on a mobile phone.

According to a press release, the partnership aims to deliver personalized banking services to online and mobile customers when they need them most.

Using IBM technology, ING Direct can glean insights on how customers interact with the business — whether it's via Web, mobile device or call center — in order to present them with product recommendations, personalized offers or service information focused on their everyday and future banking needs.

With IBM, ING is generating personalized messages to more than 1 million customers and prospects each month, doubling the FI's customer acquisition rates over the past year.

The relationship with IBM also has reduced the time ING spends to create and deliver larger personalized customer campaigns. According to the release, a medium-size campaign that previously took approximately six days to build can now be completed in half the time.

ING has seen significant improvements in its call center, as well, the release said. Today, when customers hit the "call me" button in the ING mobile app, the customer service team can tailor the conversation to the person's precise situation, which has has helped ING to increase conversion rates by 120 percent.

"With this IBM collaboration, we can better generate insights of a consumer's interactions and preferences and immediately connect them with the information they need when they need it most," said Lisa Claes, executive director of customer delivery at ING Direct Australia. "It's this level of service that attracts customers and nurtures their loyalty."