12 Tweet that thought

Listening to customers has always been core to a company’s success – but in this digital age, the ways of communicating, the staggering volume of messages and the expectation for an instant reply are radically shifting the landscape.

Social media is one of the most important customer engagement tools. Over the past few years, TD has built social media teams in both Canada and the U.S. to help us respond, connect and engage quickly to meet customer expectations.

Here is one example:

“ We’re finding more than ever that customers are comfortable sharing their experiences – good or bad – in real time with their social networks and expect us to be there. These changes in consumer behaviour challenge us to find new ways to deliver legendary customer service and make a meaningful connection.” Wendy Arnott, VP, Social Media and Digital Communication

We want customers to feel comfortable reaching out through social media when they have an issue or concern, and our teams look for opportunities to help. TD is the only Canadian bank to provide support through social media from 6 a.m. to 11 p.m., seven days a week. In 2012, we had over 26,000 servicing interactions on social platforms including Twitter, Facebook, blogs and forums.

Listening to thousands of voices

Stakeholder panels and social media interactions help us hear what individuals are saying. For stakeholder engage- ment to drive overall business performance, broader-based tools are needed. TD places significant investment in the formal processes of customer and employee feedback.

Delivering “legendary customer experiences” is core to TD’s business strategy. In 2012, we contacted over 700,000 customers to ask for feedback. We want to know if the customer is likely to recommend TD to their friends, family or colleagues, based on a recent visit or call.

The results of these surveys form our Customer Experience Index (CEI) in Canada and our Customer WOW! Index (CWI) in the U.S. We use CEI and CWI to set targets and drive improvement, and the results have a direct impact on all employees’ compensation. In 2012, employees continued to focus on delivering exceptional service, and the results improved across all businesses.

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It’s one thing to collect feedback, but the true value comes in using the feedback to respond quickly. A TD branch manager can access location-specific feedback results within two days of the customer interaction, allowing us to respond and quickly address identified issues.

TD 2012 Corporate Responsibility Report