As a bank, how do you really engage with your customers? This is a question that many financial institutions are struggling with, precisely because trust and transparency are of great importance in order to retain customers. ING opted for webinars. With success.
Since 2010, ING is our exclusive partner to provide webinars. ING broadcasts about 15 webinars a year, from different departments. The webinars cover topics such as investing, saving and mortgages. Half of the webinars are aimed at consumers, the other half is specifically created for intermediaries. Through webinars, they are informed about new products or changes.
In the past, ING used to organise a lot of events, but this is ultimately a fairly inefficient way to get into conversation with customers. There are the location costs, the on-site staff and any additional merchandising. An additional disadvantage is that you never get to talk to all customers at an event; the number is limited.