Have a Conversation and Care

I often visit a local branch of TD Canada Trust to look after my mother's banking, as she no longer can get out on her own. I have been very impressed with the service and care they consistently display and I can now understand why my mother always insisted on bringing the staff chocolates at Christmas.

It's Saturday morning and there are four young smiling faces at work at the tellers, two others working with clients in offices, and one smiling face at reception. There's a couple waiting for an appointment with an advisor and their young daughter is busy colouring at a child-sized desk and chair. The ATMs are also being used. All of the tellers and receptionist are serving customers. There's an air of efficiency and everyone is busy. There are a lot of smiling faces and conversations abound. I'm second in line and the wait is about 15 seconds.

"Hi Rick, what can I do for you today?" I clarify what I need and Sean goes right into action. "Any plans for the weekend?" "I might head up to the cottage to make sure it's still standing," I say. "Where's the cottage?" "Near Midland." "Nice spot, great beaches, been there many times." "And you?" And our conversation continues as he very efficiently handles everything. Then Agnes walks by and says "Hi and how is your mother?" I fill her in and we talk and she tells me what a wonderfully kind customer she has been over the years. I will give my mother her regards.

Five minutes and I'm done and all went efficiently and I reflect that this branch has a most memorable group of efficient and caring people. Somebody is getting it right - in terms of service, conversations and caring. There was no customer service script - with canned questions and feigned interest. These people just seem to enjoy having conversations, and want to engage and connect personally with their customers as real people. And as far as I'm concerned, they really care.

Is this a one-off branch perhaps led by a most service-oriented manager, or a have they had more than their fair share of good recruits? I think there's more to it. I get the sense that there something more cultural involved, that there are significant investments being made in service orientation, and development, and that customer service has become strategic to the long term plans for TD Canada Trust.

Can customer service be strategic and create a sustainable competitive advantage? Yes I think so and know so. Based on my experiences of the people that work at this branch I am very seriously contemplating moving all of my business to them - and they haven't even asked me to. If getting people to switch is a challenge for business development at the banks, I'm already teed up to do it - just because of the positive and memorable experience.

And I think there's more to it.

Consider this:

• TD Canada Trust has won the top award in seven of the eleven categories of Synovate's Customer Service Index this year, and has been the top bank three years running.
• J.D. Power has ranked TD Canada Trust highest in Canadian retail banking customer satisfaction for the second consecutive year.
• They have announced more convenient banking hours at all branches across Canada - to serve customers 62 hours a week, and opening at 8:00 am including Saturdays.
• Their most recent quarterly results reported earnings of $1.1 billion, compared to $886 million in the prior year.
• They have recently completed an $8.5 billion acquisition of a major regional US bank and will be one of the largest banks in North America.

Hmmm …

I think I "get it."