the story behind the automated thanking machine
Post on 30-Jul-2015
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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
Demonstrating our Customer Service Leadership #TDThanksYou
Chris Stamper SVP Corporate Marketing TD Bank May 2015
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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
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Comfortable Customer Experience
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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 Position North American Brand
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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
#TDThanksYou – Play Video
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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
The making of -- June 24 to July 24, 2014
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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
Fully Integrated Channel Execution
2pm EST "Surprise & Delight" +16,000 in Branch +700 On-line +550 on Phone
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Compelling Creative Across Touch-points
Over 35% reach in both traditional and online/social media with very strong 5.2% click throughs
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#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
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
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Strong External Amplification
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#TDThanksYou – Play Highlight Video
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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
Fun with the ATM and #TDThanksYou
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THANK YOU!
Chris Stamper, Senior Vice President Corporate Marketing
@ChrisStamper_TD
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