Our Approach

  • For the second year in a row our North American phone channel received the Service Quality Measurement (SQM) Group’s North American Call Center Service Quality Award of Excellence. The award is for Highest Customer Satisfaction for Interactive Voice Response – our telephone self-serve channel.

    We want to be known for delivering a legendary customer experience. It’s unquestionably an ambitious and challenging aspiration but it inspires every part of our business to strive to provide a level of service and convenience that will set us well apart from our competitors. We work to achieve it by treating customers fairly, providing support in tough times and being the bank of choice for diverse communities. In surveys, customers tell us they feel valued and that we show genuine interest in being helpful and meeting their needs.

    2010 Challenges Our Response
    • Continuing economic turbulence created financial difficulties for many customers.
    • We made TD Helps, our program to support customers facing financial challenges, a permanent part of our customer service.
    • In early 2010 there was some confusion about contribution limits for a newly introduced Tax Free Savings Account (TFSA) that resulted in some TD Canada Trust and TD Waterhouse customers over-contributing to their accounts and facing tax implications.
    • As the TFSA is a newer product, we have increased our efforts to communicate better with our customers and provide our employees with additional training to ensure they are giving our customers the most accurate information possible.
    • Customers’ expectations of how and where they can do their banking have changed.
    • We launched the TD mobile app in both Canada and the U.S.
    • In 2011 we will provide seven-day-a-week banking in selected branches in Canada, a service we already provide in most U.S. stores.
    • There is stiff competition for leadership in customer service in banking.
    • We improved our ability to provide customer feedback in real time to our employees and to coach employees to respond.