ING is to transform its branches into a home-from-home for customers, rolling out a more human-centric design across its entire estate.
As banking becoming increasingly digital, ING is bidding to bring the personal touch back into branch network.
“The new concept is all about making customers feel at home,” says Barbara Vanhauter, who’s leading the change. “There’s a big table at the heart of every branch, where you can settle down, have a cup of coffee or do some work. There are separate booths to get personal advice. There’s also a kid’s corner and a fully equipped ‘digi-corner’ to do your online banking or learn how,” she says.
Over the next four years, all of ING’s 1660 branches, spread over nine countries, will adopt this new, home-like concept. Some have already opened in Turkey, Poland, Spain, Romania, Belgium and the Netherlands. More will open later this year in Italy, Austria and Luxembourg.
Changing branches also serves the Dutch bank's ambition to create one brand with the same differentiating experience for customers across the globe.