ING_Investor_Day_13January2012_Customer_centricity_in_Retail

Customer centricity in Retail BankingING Investor Day Eli Leenaars CEO Retail Banking Direct& International

Amsterdam– 13 January 2012

Key messages1 2 3 4 5Trends require continuous innovation in the way we offer our services ING has the ingredients to succeed in this environment: customer oriented and low cost from innovative distribution We are converging our three retail models into one model: Easy and fair, with low cost ING Direct has to complete the transformation into a full bank In emerging markets, our retail model is the basis to differentiate and position for future growth

ING Investor Day - 13 January 2012

Trends require continuous innovation in the way we do businessIn terms of what we offer our customers

Offer fair pricing, transparent products, easy access and excellent service

Customer Centricity

In terms of how we operate as a company

Streamline processes and improve efficiency as regulatory costs rise

Operational Excellence

And in how we manage our balance sheet

Optimise the balance sheet to maximise returns and offset higher capital requirements

Balance Sheet Optimisation

ING Investor Day - 13 January 2012

Putting the customer first is a key characteristic of INGFair pricing– e.g. lowest cost for customers for current accountsItaly Spain France Germany Romania Poland Belgium Netherlands 0 100 200 300 Market ING

Consumer oriented brand attributesGood Value Reliable Transparency4

Knowledgeable Is trustworthy Treats me fairly Easy to deal with

Delivers on promises Good service

A loyal customer baseNet Promoter Score rankingCan, Spa, Aus, Fra, Ger, UK, Rom, Pol, Bel NL, Ita

Supported by customer intelligence In-depth knowledge of 40 million retail clients Low acquisition cost supported by word of mouth Allows to develop into multi-product customers faster and cheaper (more cross-buy and higher revenue per customer) Key in successful integrated channel approach

1 3

2

Organic growth of customers since 2000: 20 mlnING Investor Day - 13 January 2012

ING is also a leader in innovative distribution…NL is a leader in online bankingOnline banking usage Percentage¹, 2010

Leader in Direct Largest direct bank in the world Best quality contact centres in most countries Direct if possible, advice when needed in the Benelux Most internet bank in Poland

100 80 60 40 20 0

Transformation to‘Self-first’ is‘Self-first’ a matter of time‘Multi channel’‘Online adaptors’‘Brick& Mortar’India Turkey

Netherlands Canada

France

Frontrunner in branch managementBelgium

Australia UK Austria Germany Poland Italy

From service point to advice shops in the Netherlands, Belgium and Poland Branch lite concepts in Spain and Italy

Spain

Romania

Innovative in mobile and social media80 100 Mobile websites, highly rated mobile apps Social media as a new way to interact with clients

0

20

40

60

Internet access Percentage², 2011

¹ Percentage of adults using internet² Percentage of households with internet access SOURCE: data published by Eurostat, EFMA, comScore. Internet World Stats (Nielsen Online, International Telecommunications Union, Official country reports, and other trustworthy research sources).

ING Investor Day - 13 January 2012

…resulting in lower costNetherlandsOperating expenses/ Retail balances (bps)

93

92

108 83 79 79

2007

2008

2009

2010

3Q11

Market 2010

ING DirectOperating expenses/ Retail balances (bps)

140 98 65 64 55 2005 55 54 2007 57 44 2009 43 2010 45 3Q11

113

2001

2002

2003

2004

2006

2008

Market 2010

ING Investor Day - 13 January 2012

We have three different models in our footprintMarket share (Savings and mortgages) 25%Netherlands

Benelux: Strong platform in mature markets

Belgium

Emerging markets: Strong platform in growing marketsThailand Romania Poland Italy Spain Australia

ING Direct: Winning organic growth model in large mature markets

Germany

Turkey India

Canada France UK

0% Bubble size= ING Client Retail Balances 3Q11

Market size (Savings and mortgages)

ING Investor Day - 13 January 2012

We are converging to one model: Easy and fair, with low costConverging modelsBroad product rangeBelgium Netherlands

For Customers: Easy and fair Customer centric culture, with care for customers Limited number of transparent products, serving all customer needs Consistent fair pricing Customer centric process management, with breakthrough simplicity Direct when possible, advice when needed

Optimised product range for customers

Poland

ING model Easy and fair, with low cost ING DirectSpain Italy Germany Canada France UK Australia

Mono product Mainly branch based Direct when possible

Underlying economics: Strong low cost model, stable business Superior brand, number one customer choice Attractive client segment - prone to be direct, low credit risk Simplified product range Focus on direct channels Process excellence, low cost

Direct (Low cost)

Bubble size= ING Client Retail Balances 3Q11

ING Investor Day - 13 January 2012

We started to move towards this model a while agoBeneluxReduction of product offering Number of retail savings products offered in NL

ING DirectOptimising product offering Payment account launches to become the primary Bank: 2005: Spain 2008: Germany 2008: Italy 2009: Australia, France 2010: Canada Introducing some face when required Spain: Lite branch network of 29 branches covers 83% of population (1) Italy: 7 branches opened in 2011

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