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Website:http://www.ingdirect.com
Summary:ING Direct is ING Group's banks. ING Direct's product structure is simple and easy to understand. Initially, the main products of the Bank only savings account mortgage and real estate business, as well as several simple mutual fund, which in the early years, has brought a surprising number of customers and revenue..
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ING Direct is ING Group's banks. ING Direct's product structure is simple and easy to understand.

Initially, the main products of the Bank only savings account mortgage and real estate business, as well as several simple mutual fund, which in the early years, has brought a surprising number of customers and revenues for the banks. When ING Direct's business was flourishing when, it was suggested that Cullman, savings banks have so many funds, why not use them in stock or other venture capital business? Cullman flatly refuses, his argument is that as soon as the business began to enter the complex, the Bank is bound to pay the high costs of, for instance, to pay a group of financial professionals, to re-establish a financial risk mechanism, and so on.

Credit card has become almost an American era that is part of the daily life, ING Direct had not issued a credit card since its establishment. Although the cross-selling, as banks will generally be an important tool. But Cullman hoped that ING Direct value of each product for its own survival and prosperity, rather than as "relations", he said, "If you want a relationship, then go to a dog. "He believes that banking is a very goods business, what kind of" relationship "which product are really better pricing, only the value of the product itself in order to determine its price.

Tied up like bill payments, and savings account approach, is generally considered to be the relationship between banks and their customers more "stick" good idea, Cullman is not running a bundled service. ING Direct also took advantage of the social characteristics of consumer groups, through the mouth among neighbors and recommended each other to achieve the purpose of marketing. This reach to help banks to significantly reduce the cost of developing customer, under normal circumstances, cost $ 350 a traditional banks to develop a new customer, but ING Direct only need to spend US $ 90. Also, because of these target customers are using the network of the mind and habits, familiar with network operations, they spend each month on the Bank of only 16 minutes on the site, in stark contrast with this is, the users need to spend 60 minutes of Bank of America.

This help ING Direct network maintenance costs to a minimum. ING Direct copying this ability to control costs is difficult to be used by other banks because the Bank's ability to control costs is the ability of a system, rather than on one of the links. ING Direct fixed their target customer groups, only for groups with simple products and services they need, guarantee their resource capacity to match, so that banks can continue with a more "standard" approach to operations and management. Traditional banking services object tends to be "all who wish to deposit money in" people, a variety of customer property led to a variety of customer needs, has led to a variety of banking products structure, a variety of services, the Bank had to take "diversification" means to manage the operation. The "standard" and "diversification", it is clear that the management costs are much lower.0 4 3 0 . Com

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INGDirect:ING Direct is ING Group's banks. ING Direct's product structure is simple and easy to understand. Initially, the main products of the Bank only savings account mortgage and real estate business, as well as several simple mutual fund, which in the early years, has brought a surprising number of customers and revenue..

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