Using regular polling, surveys, focus groups and mystery shoppers, the branch managers at TDCT is able to identify what service and convenience means to their customers and what measures need to be taken to go above and beyond in every customer interaction (TD, 2012).
According to the charts above, TD Canada Trust contracted over 700,000 customers in 2011 to determine customer experience levels and the results were overwhelming as TDCT exceeded their targets across all TD Bank Financial Group subsidiaries with a year-over-year increase of almost 10% in CEI (TD, 2012).
TDCT continues to offer an open-door policy across the bank to maintain and grow relationships beyond profitability.
This hard reality of banking is uncomfortable for the customers and TDCT is aware of the perceptions and misconceptions that people have about all banks.
TD Canada Trust uses innovative marketing strategies to evolve and resonating with customers such that in 2001, a big easy-chair was introduced as part of a marketing strategy to build TDCT's brand as the ultimate symbol of comfort and convenience (TD, 2012).
The unnoticed factor behind the legendary customer service of TDCT at every occasion is their willingness to "listen", which is something that can never be taught but rather has to come from the heart because of sheer passion of service.
TDCT has been consistent with their quality of service because this year marks their seventh reign of being ranked "Highest in Customer Satisfaction" amongst the Big Five Retail Banks operating in Canada (TD, 2012).
Recently, TDCT acquired MBNA MasterCard and modified the security feature of their debit card.
TDCT believes in embracing technology and the increases of mobile-based technologies have only added a new meaning to comfort and convenience.
Power and Associates awarded TDCT with the highest ranking in customer service, and overall, TDCT leads other banks by a significant margin - a 30 point gap over the Big Five Bank average (TD, 2012).
To critics and rival-banks this may be an unusual way of conducting day- to-day banking, but it is another milestone that leaves TDCT's mark as being "The Better Bank."
TDCT's contributions can be categorized under five broad areas: Customers, Workplace, Diversity, Community and Environment.