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

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.