![]() ![]() The consumer bank has downsized from retail operations in more than 40 countries in 2012 to 19 today. banks, but it has undergone a multi-year transformation to streamline its worldwide footprint. Citibank’s top scores were for financial advice and customer service.Ĭiti is the most global of the big U.S. The chief tool in recruiting: recommendations from current clients.Ĭitibank rated highly in six countries, with Mexico (fourth overall) and Russia (sixth) its best showing. ING added 1.1 million retail customers last year and has 38.4 million overall. It rated highest on digital services and trust, in terms of the attributes Statista measured. The eight countries in which ING ranked among the top performers include Australia, Austria, Belgium, France, Germany, Italy, Poland and Spain. ING finished first overall in both countries among Forbes’ best banks. The approach called Say It Simple was copied in Germany and the results were similar. Customer satisfaction soared in the country. ING introduced a program in Poland to simplify all communications with customers and make them more personal. ![]() This changing customer behavior has enabled ING to use its global footprint to successfully push initiatives that work in one country throughout its network. “We also see the differences across the different markets becoming thinner as customer behaviors and expectations become closer in the different countries.” “The customer is becoming much more demanding with what we do and how we do it,” says Vilar. Banks have been forced to change as the customer has changed. ![]()
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