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A CIO learns that efficiency isn't enough

By Ron Van Kemenade
November 15, 2012 08:38 AM ET

CIO - Banking is typically regarded as a boring service, maybe even a necessary evil. So you might be surprised to find out that customers have strong feelings when they perform banking transactions.

In a joint project between its IT department and chief marketing officer's team, ING Bank performed extensive research to analyze 16 emotions--such as surprise, joy, pride, anger, boredom and contempt--that customers might feel when interacting with the bank.

The results were pretty clear: There's a big difference between the emotions triggered by routine banking activities versus complex ones.

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Originally published on www.cio.com. Click here to read the original story.
This story is reprinted from CIO.com, an online resource for information executives. Story Copyright CXO Media Inc., 2012. All rights reserved.
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