CX Video Showcase: The Story Behind the Automated Thanking Machine CHRIS STAMPER, TD Bank

2. HOUSEKEEPING
- The recording and slides for today’s presenta?on will be made
available on cxweek.com along with other content and webinars
from throughout the week
- Join the conversa?on on TwiIer by twee?ng @Qualtrics using
#cxweek

3. Demonstrating our
Customer Service Leadership
#TDThanksYou
Chris Stamper
SVP Corporate Marketing
TD Bank
May 2015

4. 4
TD Bank- Who We Are
Building for
the Future
22 million
Customers
85,000
Employees
2400+
Points of Presence
6th Largest bank
in North America

5. 5
Comfortable Customer Experience

6. 6
US:
Legendary Experience
Commitment grounded in
Convenience & WOW!
A more human banking
experience
Bank Human
Canada:
We create legendary
service experiences and
solutions.
We go the extra mile to
better understand the
needs of our customers.
Banking Can Be This
Comfortable
Our
Position
At TD, we exist to find ways to make people’s
live more comfortable.
Our AMCB Brand PositionNorth American Brand

7. 7
Learn
Service
Advocacy
Buy
become aware
of the brand
research
the brand
interact with
the brand
offer a
testimonial
get a brand
recommendation
The Engaged
Customer
Journey
Traditional
media
Social
media
Awareness
The Customer Journey is Changing

8. #TDThanksYou – Play Video
8

9. 9
Thanking our Customers | #TDThanksYou
Our Goals
• Show how much we
appreciate our customers
• Create a two way
conversation with our
customers
• Make our employees proud of
where they work
• Provide our audience with
shareable digital content to
keep the conversation going

10. The making of -- June 24 to July 24, 2014
10
Turned an ATM into an Automated
Thanking Machine
Worked with branch managers in 4
cities to select special customers
they knew
Created and captured authentic,
personalized Thank You moments on
film
Edited six days of filming into 3:57
minutes of heartwarming video story
Social Media team engages directly
with people in social to influence
word of mouth sharing
Mobilized a strong team and laid out a
detailed plan

11. Fully Integrated Channel Execution
2pm EST "Surprise & Delight"
+16,000 in Branch
+700 On-line
+550 on Phone
11

12. Compelling Creative Across Touch-points
Over 35%
reach in
both
traditional
and online/
social media
with very
strong 5.2%
click
throughs
12

13. 13
#TDThanksYou Video Performance
20.7MM
Views
28,649,120
Minutes
Viewed
17
K
+
Shares
48
K
+
Likes
90
+
Media
stories
7
MM
Twi@er
Impressions

14. Exceptional Social Presence & Reaction
n Campaign generated 9.0 MM national video
views in only 18 days
n Inspired more than 20,000 social media
conversations with overwhelmingly positive and
neutral sentiment in both US and Canada
– Almost 4,000 reactions were observed that featured
messages of brand advocacy, business building
opportunities (i.e. switching), employee engagement
and loyalty from existing customers
14

15. Strong External Amplification
15

16. #TDThanksYou – Play Highlight Video
16

17. 1717
Genuine Intent
We really wanted to thank our
customers.
Think Digital First
Create shareable, authentic,
emotional content
Leverage paid, owned, and
earned marketing strategies
Think about on-going
conversations
Lessons
Learned

18. Fun with the ATM and #TDThanksYou
18

19. 19
THANK YOU!
Chris Stamper, Senior Vice President
Corporate Marketing
@ChrisStamper_TD