ING Direct banks on the quality of its call‐center employees: Program stresses the value of training being fun

Abstract

Purpose

This article describes a training program for new recruits to the UK call center of direct‐savings bank ING Direct.

Design/methodology/approach

Draws on information provided by the company's senior trainer.

Findings

Reveals that when ING Direct launched in the UK three years ago, it expected its call center to receive around 3,000 calls a day. In fact, it attracted between 12,000 and 15,000 calls a day, giving rise to the need for more trained associates. Outlines the content and structure of the training program and how success is measured.

Practical implications

Shows that service levels have been surpassed and customer numbers have rapidly increased to more than a million in the UK. Moreover, 98 percent of the bank's customer's say they would recommend it to a friend.

Originality/value

Emphasizes the value of training being fun.

Citation

(2006), "ING Direct banks on the quality of its call‐center employees: Program stresses the value of training being fun", Human Resource Management International Digest, Vol. 14 No. 7, pp. 15-17. https://doi.org/10.1108/09670730610708150