Case Study: ING Delivers Personalized Product Offers Across Channels In Real Time

Dutch bank ING's marketing campaigns were losing effectiveness because many of them weren't relevant to the bank's customers. The bank's organizational structure, processes, applications, and heavy reliance on direct mail were not meeting the needs of a multichannel bank with a strong Internet focus. By implementing a centralized campaign management program that creates personalized offers in real time and can deliver them through multiple channels, ING increased average campaign response rates and expects to reduce its direct marketing costs by 35% per year. ING's case shows customer intelligence professionals who want to go through a similar effort that clear top-level sponsorship, involvement from stakeholders from multiple functions, and effective change management are key to a successful implementation.