Variable Printing Brings Competitive Edge at ING

"The mailing team doesn't even touch it," remarks Steenhoek.

Being located in the center of the country is a plus, he adds, since mailings can reach most of the U.S. in two days. Des Moines, he says, has got it all: "Great post office, great business climate, great UPS hub."

That wasn't the only reason, though. The Des Moines operation had distinguished itself in the area of customization. Ever since 1996 it had been doing variable data printing, getting better all the time. ING saw a future in this.