Business decision-makers: ING is the best business partner and the most attractive bank

According to the annual Incompany 500 survey, ING is the number one business partner in the Netherlands. ING has also emerged as the most attractive financial institution. On Wednesday evening, 20 May, Annerie Vreugdenhil, head of Commercial Banking at ING Netherlands, accepted the Incompany 500 award.

Confirmation of the right steps

For the Incompany 500, an annual independent survey of the reputation and pulling power of organisations is conducted among 2,700 business decision-makers. “These are existing or potential customers of ING, which is why it’s very important to find out what they think of us”, said Annerie Vreugdenhil. “The fact that customers view us as the best business partner is essential confirmation that we have taken the right steps in all our initiatives to put the wishes of the customer at the heart of what we do.”

Stepping up personal contact

As part of the more customer-centric approach that ING has set in train in recent years, customers are much more involved in the services of the bank than they used to be. “We have fundamentally changed the way we work”, explains Annerie Vreugdenhil.

“What is important above all is that we have stepped up personal contact with customers. We have a special business advisory team in place that is available to support business customers seventy hours a week. We have also taken on more account managers who have daily contact with our customers. By using customer advisory councils and focus groups, we are guaranteed a constant stream of valuable feedback that serves as important input in all our decisions.”

Working on product development with the customer

ING consistently involves customers in its product development. Annerie Vreugdenhil: “When we launch new products, we start with a basic product and involve future users in developing it further. We’ve followed this up by asking customers: “What would you like us to add? That’s how you get useful feedback and continue to improve.”

Annerie Vreugdenhil sees this as a good model for the future. “In the future, ING will have to innovate even more quickly and respond to changing customer requirements. I think this is the best way to remain the most attractive bank for customers.”