ING Direct has received praise from a range of business leaders, consumers, universities, etc. In an age of banks providing less and less customer service, ING Direct branches are inviting. There are cafes, big screen TVs, free Wi-Fi and more. What distinguishes ING Directfrom many other banks and why its customers are so loyal is the company’s focus. From the time the company was first launching branches in Canada, its focus was on providing what customers wanted--savings accounts with high interest rates. This revolutionary idea---courting regular folks who had been abandoned by so many financial institutions--was startling in its simplicity. But it also became widely successful and profitable. Other banks are being hard-hit by the subprime mortgage crisis but ING Direct has not. It simply hasn’t lost money on its mortgages. This book will recount the company history--but even more importantly--explain the philosophy of Kuhlmann who fervently believes in the power of individuals to control their financial destiny. Kuhlmann wants his customers and his employees to be content and loyal--and with these loyal customers--will come success for ING. In fact, the company is very successful and has grown into one of the world’s largest banks.

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