Spain’s loop of faith
“Your feedback is important to us...!”
As a consumer, how often have we heard that statement? We often go to great lengths to provide comments or suggestions on our customer experience but are often left wondering: was it worth pressing that green smiley face at the airport? Does our feedback end up in a big black hole never to see the light of day?
Not at ING in Spain!
Customer obsession: Spain’s closing the loop initiative requires every customer comment or suggestion to be answered personally.
For a number of years, they’ve had in place a programme where customers are asked, via an email survey, about their satisfaction with ING. They not only give ING a score but many of them also send comments and suggestions.
But it’s what happens with those comments and suggestions that sets it apart. Every Spanish employee gets to read those comments, good or bad. And every customer comment or suggestion is answered personally by email or by a phone call.
Closing the loop
It’s what ING in Spain call ‘closing the loop’. It’s a process that involves more than 200 employees. And it’s not just customer service representatives answering comments. Customer journey experts, IT engineers and even tribe leads get to reply to customer comments. It allows Spanish employees to get even closer to the customer and continuously improve the bank’s products and services based on the feedback they receive.
Customer comments and suggestions are submitted into a specially formulated tool, added to the bank’s backlog of tasks and then implemented. Once their suggestions have been implemented customers are promptly notified.
According to Spain’s customer experience (CX) lead, David Gea Arrojo, customers feel those working at ING in Spain listen to them, care about their opinion and take action to improve their experience.
David estimates that around 35,000 customer comments are answered a year on a huge variety of topics.
So does all this customer obsession pay off? Absolutely. This year, Forbes magazine awarded ING in Spain, along with ING in Germany, Australia, and Poland as the World’s Best Bank. ING in Spain is also the bank most recommended by its customers (highest Net Promotor Score) and enjoys the highest rating in the App Store and Google Play Store.
“Customers feel those working at ING in Spain listen to them, care about their opinion and take action to improve their experience.” – David Gea Arrojo, Spain’s CX lead.
ING’s Global CX Day
ING in Spain is just one of many countries and business lines that participate in ING’s annual Global CX Day in October. It’s a day where, thousands of ING colleagues from around the world put their collective heads together and come up with ideas to create a superior customer experience.