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Case
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Reference no. IMD-3-1343
Authors: David Robertson
Published by: Institute for Management Development (IMD)
Originally published in: 2003
Version: 18.12.2003
Length: 15 pages
Data source: Field research

Abstract

In April 2003 ING DIRECT was growing at euro 4 billion in assets and 300,000 customers per month. Started as a telephone bank in Canada in 1997, it is operating in 7 countries, 4 of which are profitable. The concept behind ING DIRECT is to offer simple products, low fees, and high rates on savings accounts. To do this, ING DIRECT operates no branches, choosing instead to deliver services through the web, call centres, and ING DIRECT cafes. In these cafes, trained bankers serve coffee while advising customers on savings accounts and mortgages. A key issue in the case is whether the bank will continue to grow and survive in its highly competitive markets. It is facing several options for growth: enter new countries, expand its product line, or improve its ability to cross-sell existing products. This case can be used with the companion cases: ING DIRECT: The IT Challenge (A) and (B) (IMD-3-1344 and IMD-3-1345), which cover the challenges of supporting a fast-growing organisation with IT services.
Size:
EUR60 billion in assets
Other setting(s):
April 2003

About

Abstract

In April 2003 ING DIRECT was growing at euro 4 billion in assets and 300,000 customers per month. Started as a telephone bank in Canada in 1997, it is operating in 7 countries, 4 of which are profitable. The concept behind ING DIRECT is to offer simple products, low fees, and high rates on savings accounts. To do this, ING DIRECT operates no branches, choosing instead to deliver services through the web, call centres, and ING DIRECT cafes. In these cafes, trained bankers serve coffee while advising customers on savings accounts and mortgages. A key issue in the case is whether the bank will continue to grow and survive in its highly competitive markets. It is facing several options for growth: enter new countries, expand its product line, or improve its ability to cross-sell existing products. This case can be used with the companion cases: ING DIRECT: The IT Challenge (A) and (B) (IMD-3-1344 and IMD-3-1345), which cover the challenges of supporting a fast-growing organisation with IT services.

Settings

Size:
EUR60 billion in assets
Other setting(s):
April 2003

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