This study, entitled ‘Luxembourg Customer Experience Excellence (CEE)’, aimed to evaluate the customer experience for different brands present in the country, across all different industries.
To do so, KPMG worked off of customer feedback provided by respondents to the study and off of the ‘Six Pillars’ that KPMG established to evaluate the quality of the customer experience: personalisation, integrity, expectations, resolution of problems, time and effort given, and empathy.

The customer is at the heart of ING’s strategy. In fact, our mission is to empower people to stay a step ahead in life and in business. We focus on our customers rather than just on the products and services of the Bank. As we see it, this approach earned us a spot in the top 10 of the KPMG ranking. If only looking at banks, we even take second place in this ranking.

For the past several years, we have been using a tool recognised and used throughout the world by numerous companies, the Net Promoter Score (NPS). We use it to gather and evaluate feedback from our customers. Here’s how the NPS works: surveys on specific topics (opening an account, electronic banking, investment products, etc.) are sent to customers. The feedback gathered from the surveys, which represents the opinions of ING customers in Luxembourg, is then analysed and used to determine how to best satisfy customers.

In this way, over time, we have adapted our offerings and our customers appreciate that, judging from the regular increase of NPS results for our three business lines: from 2016 to 2017, our scores went from +26 to +29 for Wholesale Banking, from +8 to +12 for Private Banking, and from +33 to +38 for Retail Banking.