Assessing Brand Experience: creating a quantitative instrument to measure the impact of brand-driven CX.

Context

At ING, we empower people to stay a step ahead in life and in business. By delivering a superior customer experience, supported by the best possible products and services, our customers can do the things that matter to them the most. Our goal is to make our customers feel valued, confident, and empowered, so that they see us as their number 1 bank.

To help us achieve our goal, we developed the ING Experience – a shared, explicit, and actionable expression of the experience we want to deliver to our customers, enabling all ING colleagues to create products and services that have an authentic ING feel.

Current situation

Currently, we are running multiples experiments on different levels of complexity – from re-designing singular interactions, to reframing an entire journey and envisioning full cross-siloes meta journeys.

As these projects come to life, we must assess the impact created by the design interventions. We already measure NPS and CSAT, and we also have a clear understanding of our brand image and strength. Yet, though these shed some light on the CX, they do not allow us to assess if we are creating authentic and differentiating ING experiences for our customers, and the impact it has on the overall CX and for our business.

Assignment

We want to be able to assess the impact of our design interventions in delivering an ING Experience. That is, we want to understand to what degree are we succeeding in creating product, service and interactions that enable an authentic ING Experience to our customers.

Moreover, we also want to understand the impact that delivering an authentic ING Experience has on the overall customer experience and on the organization’s bottom line. Does the ING Experience lead to greater value to the customer and to ING?

For this goal, we want to develop a measurement instrument (e.g., a survey scale) to assess the impact of the ING Experience, and its role in helping us build differentiation and create competitive advantage.

The Role

We are looking for a smart and motivated master graduation intern to help us assess the ING Experience. The development of the measurement instrument or scale could be (part of) your Master thesis.

You must be able to work independently, and we will provide the support (data, tools, and mentoring) to ensure you can succeed.

On a daily basis, you will be working with the CoE CX and Innovation for NL and will be supported by Mauricy Alves da Motta Filho and Wopke van der Zee. Additionally, Anna Brosius, from Global Brand and Marcomm team, will support you with the academic and technical aspects of your research.

In case of any questions, please reach out to Mauricy at mauricy.alves.da.motta.filho@ing.com. If you are interested, please send your CV, a short letter of motivation and, if available, a transcript of records, to mauricy.alves.da.motta.filho@ing.com.