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Responsible for every step of a journey from A to Z

Huib Verheul on working as Customer Journey Expert at ING.

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By Huib Verheul

Customer Journey Expert @ ING

'I’m a microbiologist. And yes, I work at a bank. But with my innovative mindset I feel completely at home here. That’s because this is an environment where we experiment and test a lot.’ Huib Verheul began his career at ING through ORMIT. He remembers it being a lovely time.

The pulse of your career

Personal development is sacred at ORMIT. This means that while you do your job with the end-client, you still attend more than 10 training courses per year, and every six weeks, you and your team take a look back to see how everything has gone. It also means you have one-on-one coaching. You work in an environment that is both challenging and safe at the same time. This is something you can’t come across early enough in your career.

It’s all up to you

Of course, it’s all up to you: you still have to do your job on your own. But you can count on excellent guidance and in the meantime, you’re creating impact with your client. You’re given all these tools to discover yourself and to grow. Reaping the benefits for years to come. I still remember what I learnt through ORMIT and use it with my own teams today.

Customer journey expert: what’s in a name?

What does a customer journey expert at ING do? Well, to put it very simply: optimise customer journeys. Think about existing customer journeys, such as the one a customer takes when they request a payment pass or open an online account. Every customer experience is a journey and we always look for ways to make it run as smoothly as possible. In my team, we mostly develop new innovative services.

From Aalst to Zoutelande

The beauty of my job is that you’re responsible for every step of a journey from A to Z. Everything begins with customer interviews. What keeps them busy every day? What obstacles are they encountering? Only then do we design, test and develop. And we involve the customer in each of these important phases. We are doing it for them after all.

You’re given all these tools to discover yourself and to grow. Reaping the benefits for years to come. I still remember what I learnt through ORMIT and use it with my own teams today.

Agile: different and, above all, faster

Large organisations often plan changes in the long term. ING was no exception. But when you do this, you sometimes miss the boat and the competition ends up a step ahead of you. Even tech-giants like Amazon are now fishing in our pond and they often act very quickly. This is why ING drastically chose a new way of working. Agile. To act more quickly. A brave but necessary decision.

Autonomous squads

We work like they do at Spotify, in squads where every member has a different area of expertise. Customer journey experts, UX designers, developers, and so on. We set our goals autonomously and decide for ourselves how we will reach them. We take new steps in two-week sprints. And every day, we gauge the temperature in stand-up meetings. What’s going well? What isn’t? How do we feel about it?

Is there a downside? Naturally.

Yes, we take an agile approach and it’s fantastic. I would never want to work any other way. But we are still a big bank, so there’s always a reason why you still need to depend on someone else. Legal checks, for example; it’s only logical. But the advantage is that here, you have the resources and the client base that you wouldn’t have, for example, as a start-up.

My future? Innovation coach.

You hold your career in your hands. And at ING, you’re also challenged to formulate your personal ambitions. As such, I would like to become an innovation coach. I have the chance to work on that here, with all sorts of assistance such as training and education courses. And having this opportunity shows that the philosophy at ING is quite similar to the one at ORMIT.

Discover ORMIT and ING's Customer Journey Track Arrow