1. Case Study / TD
TD USES SOCIAL MEDIA
to help make their
customers
even more comfortable
The Challenge focused on delivering customer service via Twitter,
and engaging customers with help and advice on
TD understands that customers place a great deal blogs and on TD Money Lounge on Facebook. The
of trust in their bank and they expect it to be as teams use Radian6 to track mentions, find relevant
accessible, helpful and responsive to their needs conversations and manage the team’s workflow.
as possible. To TD that means being there for Using social media, the bank has been able to
customers where they feel most comfortable, identify and help with 1000s of customer inquiries
whether it’s in the branch, on the phone or on social on a range of topics, from service issues to banking
media channels. TD sees social media as a personal hours. For example during Hurricane Irene, which
and exciting way to share and communicate. “Social shut down much of the east coast for several days,
media isn’t about selling products or services, it’s TD was able to update affected customers with
about engaging with customers, providing the best information about branch and ATM availability.
possible customer service and sharing information,”
says Wendy Arnott, VP of Social Media & Digital The Results
Communication for TD Bank.
TD Bank has been using social media to assist
With more and more of their customers talking on their customers, share information and make
Twitter and other social media channels, TD Bank connections. “People are very candid on social
knew that social media could be a great asset to their media, and it gives us the chance to get feedback
business. on our branch hours and services or help a customer
resolve an issue. We find our customers are happy
to know that we are listening and that we are here
The Approach to help,” explains Arnott. “Social media gives TD
the power to be where our customers are and for us
TD has built social media teams in Canada and the there is no where else we would rather be.”
US to provide what they call “Social Service.” These
teams are located in major call centers and are
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