What rhymes with Orange?

I was put on hold with financial institution ING Direct and found the experience very interesting.  Unlike the typical on-hold experience where they attempt to cross-sell other products and services and/or dull you with music that drives a person bonkers, they want to improve that experience and instead give you little tidbits of information.  One phrase talked about how the average Canadian has spent X minutes so far this week commuting – I don’t remember the number.  Another one asked “Can you think of 3 words that rhyme with orange” and promised that you will not have thought of one before your call is answered.  Luckily for me, I’m on hold while in front of the computer, so I looked it up – DOH.  Nothing rhymes with Orange?!!!  Another interesting one was ”How do you say ’save your money’ in dutch?”.  They also apologized repeatedly for taking longer than usual (I checked my phone and had only been on hold for 6 minutes – I know others who couldn’t care less after I’ve been on hold for 20 minutes or more) and not utter a single word of apology.

I can honestly say that was the best, ‘On Hold’ experience ever.  It made me smile, think, and pat ING Direct on the back for doing a great job at showcasing their brand as quite different and unique from other financial giants and even other companies.

How can other companies learn from them and show us better service, and more interesting ways of doing business?  I’ll try to help by continuing to support them with my business, and letting others know about the great service. 

- Daisy