My dad recently made a phone call to do some banking with ING Direct. He also banks with TD, and is used to calling in and spending what seems like half the day on hold. He was pleasantly surprised when, upon hearing the expected wait time, he was instructed to leave his name and number in a message. They called him back in a timely fashion and he was able to go on with his day.
This is seems like such a small step for a company like ING to take, but it really made a difference! My dad was so pleased he instantly started telling friends and family about his experience. Now, instead of considering ING to be "just another bank", he seems to perceive it as better organized, more trustworthy, and "smarter" than competitors.
It's amazing how such a small thing can completely change a person's brand perception.
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