From Insight to Impact: How ING Uses AI to Strengthen Customer Relationships
Digital transformation requires more than technology. It requires people who understand new tools, dare to experiment with them, and know how to use them critically and responsibly. With that ambition in mind, ING partnered with Febelfin Academy to launch the training track “Artificial Intelligence: Boosting Your Customer Relationship.”
The outcome? More confidence, better preparation, and a clear acceleration in daily work
Why AI Became a Priority on the Training Agenda
“AI will definitely be high on our training list again next year,” says Fabienne Luxen, Expert Lead – Branch Learning & Growth Enablement at ING. “Everyone needs to work with it, in a way that truly supports their daily activities.”
Internal surveys revealed a clear need: employees were curious, yet uncertain. Much of the available information felt too technical or too far removed from their reality. A shared foundation was missing.
The training addressed that gap directly. It clarified what AI is, the risks involved, and—most importantly—how to apply it in a concrete way when preparing customer meetings.
A Training That Takes Root on the Work Floor
With 25 sessions in both languages, the programme reached a broad group of commercial profiles. Employees from support functions and other domains joined as well. The content resonated, but the trainer’s approach made the biggest difference.
“The trainer delivered a technical topic with so much passion and clarity,” Fabienne explains. “It lowered the threshold dramatically. It quickly became a training colleagues talked about spontaneously.”
From Curiosity to Capability
Before the training, curiosity was the dominant feeling. Afterwards, one essential skill stood out: crafting effective prompts. Employees learned to reflect on their question first, provide sufficient context, and only then consult AI.
The mystery surrounding AI faded. Its history, applications and limitations became much easier to grasp.
Visible Gains in Preparation and Efficiency
The impact is especially clear in how employees prepare customer conversations. They now structure information more efficiently, work with sharper focus and save time on administrative tasks.
“The quality of the prompts has clearly improved,” Fabienne notes. “And you can immediately see that in the output.”
AI as a Driver of Cultural Change
The training gave AI adoption within ING a strong push. Employees are experimenting more and sharing best practices with one another. With tools like Copilot—aligned with ING’s culture and tone of voice—brand consistency remains safeguarded.
ING is also investing in AI ambassadors to help spread new ways of working across teams. The training fits within a broader long‑term AI strategy, developed together with HR and other internal partners.
One Sentence That Says It All
“Confidently unlocking the power of AI—from understanding to applying it—for stronger customer relationships and smarter ways of working.”
For Febelfin Academy, this project shows the value of practical, hands‑on training: not just sharing knowledge, but enabling meaningful, lasting change.
Get in touch with us to create a tailor‑made AI training for your team
« Une top formation, qui booste et transforme notre métier. Effet waouh »
