Branches that make you feel at home (2024)

“The new concept is all about making customers feel at home,” said 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 said.

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.

Customers are responding positively to the new look and feel.

“They like the friendly interior, which invites them to spend time at our branches,” said Ryszard Broda, channel development manager at ING in Poland.

And it’s not only customers who are happy. Branch employees are also enjoying the new environment.
“They believe they can make a difference as the set-up promotes a more tailored approach,” said Elisa Santonja Garriga, branch expert at ING in Spain.

Changing branches also serves ING’s ambition to create one brand with the same differentiating experience for customers across the globe.

One experience everywhere

Web, mobile app, telephone call, chat or face-to-face. ING offers customers many different ways to get in touch and wants them to have the same experience wherever they are. The new-style branches are one way we are making this happen. Stay tuned, there’s more to come.