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HOW WE OPERATE RESPONSIBLE BANKING WORKPLACE ENVIRONMENT COMMUNITY GOVERNANCE


Customer Service WHY IT’S MATERIAL TO TD


To build ongoing personal and human interactions with customers, we need to deliver exceptional service across multiple platforms – whether it’s in person, by phone or text message, or online via email, web form, self-service support sites and social communications.


Management Approach


Legendary customer service is at the heart of TD’s business strategy and a key part of our brand promise to customers.


• We strive to make banking simple, fast and convenient for our customers by streamlining processes and providing convenient and timely interactions when a customer contacts us with a problem or a question they want answered.


• Through regular research and monitoring of their interactions with TD, we stay in tune with our customers to see what we’re doing right and also to determine any pain points.


2015 Performance


Legendary Experience Index After using the Customer Experience Index (CEI) for many years, in 2015 we introduced a new customer measurement tool – the Legendary Experience Index (LEI). LEI represents the future of customer experience measurement at TD. LEI asks customers to provide a perception of their experience, including whether it was exceptional and if it influenced their future purchase intention with TD. The LEI results are communicated with employees on a daily basis to improve our performance and have an impact on employee compensation.


In 2015, the CEI/LEI composite score was 46.4%1 . This result was slightly below our target of 48.7%


and shows there has been a learning curve with the new LEI metric. A similar pattern was observed when CEI was introduced in 2007.


2015 Objective Measure


Deliver legendary Legendary Experience Index and Customer Experience Index composite score


Target 48.7%1


2015 Result 46.4%


1 LEI is a new survey measurement program that tracks customers’ experience and their overall relationship with TD. LEI was launched for TDCT and TD Bank retail programs in fiscal 2015, replacing CEI.


2016 Target 46.5%


Go Deeper Code of Conduct and Public Commitments


TD Ombudsman Annual Report Resolving Your Problem, Concern


or Complaint 2015 Appendix: ESG data Page 13


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Watch one amazing day in 2015 when TD celebrated memorable life moments of some of our customers.


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