A personal relationship is one of the key drivers for ING clients to choose ING

Relationship marketing is the most important marketing channel for ING Wholesale Banking. It contributes to strengthening relationships and earning a primary relationship. It also makes it easier to get in contact with prospects and position ING Wholesale Banking as the European network bank (thought leader, international, sustainable and innovative bank). Relationship marketing is beneficial to ING Wholesale Banking's brand recognition and it stimulates cross selling. The personal relationship is one of the key drivers for ING clients to choose ING.

Relationship marketing team

The role of the central relationship marketing team is to oversee and align the relationship marketing activities from a strategic perspective by engaging in a strategic dialogue with business sectors and countries and safeguarding a consistent and one-bank client approach.

The main purpose of the global relationship marketing team is to make relationship marketing as relevant and valuable as possible for ING and its clients. We want to keep getting better every day by ensuring that all relationship marketing activities are in line with a clear strategic focus, target group focus, and communication focus, by monitoring and evaluating according to these focus areas.

Target group focus

To be sure we invite the right audience to our activities, we target clients for our events on different criteria:

Prospects versus existing clients

Nurturing and maintaining relationships is a key objective of relationship marketing. However, in markets where ING needs to gain territory, relationship marketing can also be used for attracting new clients. Depending on ING Wholesale Banking's strategic objectives, the relationship marketing focus should distinguish between targeting existing clients and targeting prospects.

The type of business strategy (from acquisition to loyalty) per country and business line should form a starting point for Strategic Relationship Marketing planning, for example, to determine what events ING wants to participate in. This requires continuously measuring and monitoring the impact relationship marketing activities are having on our existing clients/prospects.