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View from the Top -
Part 2 | Part
1
Read Part 1
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COMPANY FILE
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ING Investment Management (ING IM)
is a global asset management company with approximately
€350 billion assets under management. Its customers
are pension funds, insurance companies, foundations
and fund distributors throughout Europe, the Americas
and Asia-Pacific.
The company is part of the ING Group,
a 150-year-old financial institution with Dutch origins,
which is one of the top 20 financial services companies
worldwide, and one of the top 10 in Europe. The ING
Group carries out banking, insurance and asset management
in over 50 countries.
Customer relationship management
(CRM) is key to ING IM’s business: the company fosters
long-term relationships with its clients founded on
strong personal contacts and regular communications
about their portfolios. But CRM is only as effective
as the people who implement it. ING IM aims to attract
experienced and talented employees and understands the
importance of staff motivation and involvement.
The company invests in developing
its employees, supporting them as they build client
relations, and providing a supportive work environment.
ING IM is concerned that its working practices and tools
both fit the culture of the organisation and enhance
the day-to-day performance of its staff.
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Q: HOW WERE THE USERS TRAINED AND HOW DID THEY REACT TO
THE NEW SOFTWARE?
A: In implementing any system, you can take one of two approaches:
a top-down approach, where you mandate the use of a particular
management tool and demand that all information be put into
it, even though this risks alienating the workforce that has
to use the tool and puts a burden on them; or a bottomup approach,
where you make a tool available to people and hope that they
will recognise that it enhances their potential and helps
them.
We have taken a middle way. We are not forcing the sales
teams to adopt iAvenue, but we are encouraging them to use
it. We have a webcast that shows users how the system works
and in each country we have super-users who have been trained
on the system in Holland, and then have gone back to their
own departments to promote its use.
More...
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Conspectus 2006
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Copyright © 2006
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