http://www.ingbank.pl

Project goals

ING Group is one of the major financial institutions in Europe. It is represented by a number of companies in Poland, targeting its services both at individual and corporate clients.

Since ING Bank is one of the five biggest consumer banks in Poland, the Internet plays a major role in communication and servicing of the clients. The most important goals of ING portal project were:

• creation of a site that would effectively update product offers and marketing campaigns;
• implementation of new branding standards, compliant with ING Group’s global guidelines; 
• initiation of the client acquisition process through the system of e-calculators and e-forms.

Project description

The site has been implemented on the basis of e-point’s Active Content, with the latest generation content management tools and features helping the client to efficiently manage all content and applications. This is especially important as the system was designed to facilitate quick and efficient update of the site content in line with current marketing campaigns. An important aspect of the project was the implementation of a set of supporting applications.

New web site and its electronic form functionalities act also as a new&prospective sales channel. These functionalities are being continuously developed and have now been fully integrated into the site. Clients can online fill in an electronic form, interconnected with a chosen financial product; they determine their own product preferences by defining basic features of a given product and choose a preferred form of a contact with the bank employees.

Clients’ decisions are supported by a set of interactive financial calculators, integrated with electronic forms, which help data transfer from calculator to the form. The system is integrated with the bank’s Call Centre, from where its consultants take over further communication with the client.

The new web site www.ingbank.pl is in line with present branding guidelines, which underline a modern and dynamic character of the ING Bank. Current marketing campaigns and related content plays an important role in the whole site structure and its image. The layout of graphic interfaces maintain structured information for the user in a very dynamic way. Main pages are devoted to current adverts, while the subpages contain more detailed information on the content the client may be interested in.