Case

Intensive learning with desired results at ING

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In conversation with Cecile van der Paauw, Manager Digital Transformation & Customer Experience at ING Netherlands and sponsor of the Incompany Digital Sales Mastery Program. We asked Cecile about her personal experiences with this program for her department.

WHAT CHALLENGE DID YOU FACE WITH THE ING BUSINESS TEAM THAT LED YOU TO INVEST IN THIS TRAINING? AND WHAT WERE THE MAIN LEARNING AND DEVELOPMENT GOALS?

After an organizational change, our department acquired new responsibilities, making Digital Sales skills more crucial. Hence, we decided to develop a training program for this purpose. The main learning goal was to achieve professionalization in the field of Digital Sales, enabling all colleagues to speak the same language and challenge each other and external partners professionally.

WHAT WAS THE DECIDING FACTOR TO CHOOSE THIS PROGRAM?

For us, it was essential to do the program as a team. This created a high level of engagement. Also, the combination of theory and practice was crucial, ensuring that the program directly contributed to our objectives.

WHAT DID THE COMBINATION OF THEORY AND PRACTICE BRING TO YOUR TEAM?

Immediate applicability of the acquired knowledge. The strength of the on-the-job assignments was that each team worked on tasks where they could apply the theory in their daily work. This had an immediate positive impact for many colleagues. Providing feedback on each other's assignments also motivated them to act on the outcomes. It demanded a lot from the colleagues as it was an intensive program, but it yielded significant results.

YOU MENTIONED THAT FOLLOWING SUCH A MASTERY PROGRAM REQUIRES EFFORT AND COMMITMENT FROM A TEAM. CAN YOU ELABORATE ON THAT?

The program was structured in a way that every two weeks, half a day was dedicated to attending lectures and completing homework assignments over a period of five to six months. This required discipline and enthusiasm. Additionally, each module (two in total) concluded with an assignment presented to the management, introducing a light competitive element to the training. It was an intense period, but as I mentioned earlier, it also brought many benefits, making our work better.

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THE 0- AND 1-MEASUREMENTS SHOWED A KNOWLEDGE INCREASE OF 30% WITHIN YOUR TEAM. ARE YOU SATISFIED WITH THE RESULTS? WHAT PROVED TO BE MOST CRUCIAL FOR THIS SUCCESS?

Yes, I am definitely satisfied with the result. Besides the 1-measurements, I am particularly pleased to see that colleagues are applying the knowledge in practice. Our roadmap is more filled, and various conversions have been implemented with desired results.

DO YOU HAVE ANY ADVICE FOR COLLEAGUES IN THE FIELD ON HOW TO EMBRACE SUCH A TRAINING TO MAXIMIZE ITS BENEFITS?

Make it important and significant! Let everyone participate, no excuses. Only by doing it together will you achieve the maximum result.

FINALLY, FOR WHICH ORGANIZATIONAL CHALLENGES DO YOU FIND OUR APPROACH OF INCOMPANY CUSTOM TRAINING RELEVANT?

For transformation challenges, where you want to make a significant move from A to B.

"For us, it was essential to do the program as a team. This created a high level of engagement. Also, the combination of theory and practice was crucial, ensuring that the program directly contributed to our objectives."
Cecile van der Paauw
Manager Digital Transformation & Customer Experience at ING Netherlands

BEECKESTIJN BUSINESS SCHOOL AND MORGENFRISK

The Digital Sales Mastery Program (practical training for Customer Journey experts) was developed by Beeckestijn Business School in collaboration with MORGENFRISK. A perfect combination of practical trainers and coaches to engage in substantive discussions over an extended period. Translating and implementing theory into the daily activities of the participants ensures a minimum of 25% applicable knowledge.