ING shares secret to success

In the competitive corporate superannuation environment, where new business is hard to come by and retaining customers is crucial, ING has implemented a strategy it believes will set itself apart from its competition.

Heading down the same path as ING’s OneAnswer platform, ING Employer Super has undergone a comprehensive overhaul of its customer service systems, processes and standards, with the intention of helping advisers maximise the value of the relationships they have with their employer plan clients.

Changes made include enhancements to both the ING Corporate and Integra Super products, the introduction of a super to pension transfer facility, greater online functionality and upgrades to EasyTransact.

The group is also working closely with key payroll providers to improve efficiencies and has introduced a Customer Service Index to measure service performance across all areas.

Furthermore, it intends to create tailored super solutions for individual companies and utilise technology, such as emails, for communicating with members on a monthly basis.

ING executive director of corporate superannuation Ross Bowden believes customer service solutions such as these will be a sustainable competitive advantage for ING.

“Price is important, but not what people will base their decisions on … [and] product features can be easily replicated,” he said.

“In most cases, people take their business to market because of poor customer service.

“Going forward, we want to stand for great customer service.”