Case Study: ING Vysya Boosts Customer Engagement With Its Banking App

ING Vysya Bank, a midsize Indian private-sector bank, wanted to give its customers an always available, self-service direct banking channel to fulfill its business objective of increasing customer engagement and mindshare. ING Vysya decided to build a mobile banking app to achieve these aims. To differentiate itself from the competition, the bank decided to build an app with a strong emphasis on user interface (UI) design and the customer experience. ING Vysya identified its customers' needs and pain points and designed the mobile app accordingly; implemented the technology needed to build the app; made changes to existing processes to accommodate the app; and used analytics to improve the customer experience. Forrester refers to this process as the IDEA cycle. This case study illustrates how ING Vysya leveraged the IDEA framework to improve customer experience and engagement.