TD Bank turns ATMs customer advocacy machines

TD Bank Turns ATMs into Banking Customer Advocacy Machines

#TDThanksYou. Canada’s TD Bank celebrated customer appreciation day by turning its ATMs into Automated Thanking Machines to drive both customer and employee advocacy.

Last week, I came across the video above from TD Bank, ‘Sometimes you just want to say thank you #TDThanksYou‘.

The video description reads: “TD turns ATMs into Automated Thanking Machines to create some very special moments for customers across Canada.  A thank you can change someone’s day. #TDThanksYou”

TD Canada Trust Thanks You: Customer Advocacy

TD Bank Customer Advocacy TDThankYou

Very special moments for customers TD Bank delivered indeed.  And by the look of it saying thank you not only have changed TD Bank customers’ day, it might also very well have an everlasting positive impact on TD Bank’s brand health.

TD Bank’s Outstanding Viral Success, Including Social Media

TD Bank TDThanksYou Most Successful Viral Video BankingBased on early results, this campaign has the potential to take the customer-centric bank to new business heights in Canada.

In just a week, the viral video on YouTube has been viewed well over 5 million times, it has 14,000+ likes and 1,600+ comments and still counting…

This is an outstanding achievement for any brand, but especially from a financial institution.

And the conversation is still going strong on twitter a week later with close to 3,000 tweets tagged with the #TDThanksYou hashtag in the last 48h.

TD CanadaTrust Thanks You Twitter Conversations

This is a good reminder of how critical it is for financial institutions to select and start using asap the right social listening tool(s) adapted to their business requirements.

TD Canada Turst’s Customer Appreciation Day

TD Bank’s customer appreciation day included two separate stunts:

  1. on Friday 25th July at 2pm precisely, 20,000 employees handed out envelopes containing a $20 note to their customers visiting one of  their 1,100 branches.  Please note that the remote banking customers (online, mobile and telephone) received a $20 credit on their current account.
  2. in four of Canada’s largest cities, a few branches temporarily turned their ATMs into an Automated Thanking Machine aiming to reward some of their most loyal customers in need, nominated by their advisors.

You will find more about TD Canada Trust’s customer appreciation day in this article, ‘TD employees simultaneously thank over 30,000 customers across Canada‘.

TD Canada Trust Thanks You: Employee Advocacy

One of the most striking achievements of this campaign lies in the level of participation from TD bank’s employees.  Not only in the branch network, but also online.  I was monitoring the conversations on twitter on the morning of the event, and already hundreds of employees were tweeting not only their excitement but also their pride.  Most of them were also sharing the link to the highly popular youtube video.

TD Bank Employee Advocacy

TD Bank: Social Business, Social Media, Customer Centricity

This campaign resonates with me as I’ve always been a huge fan of initiatives bridging the digital world with the physical world.

My congratulations to the TD Canada Trust Team for designing and delivering what is one of the most viral campaigns ever in the worldwide banking industry: the volumes of (earned) media coverage and social signals are outstanding.  The #TDThanksYou campaign is very probably The most successful campaign to date in successfully driving both customer advocacy and employee advocacy on that scale.

And how often do you read articles on a financial institution with so overly positive and emotional titles such as ‘TD Thanks You Campaign Proves Banks Have Hearts Too‘ on the Huffington Post or ‘ATM Gives Out Surprise Gifts That Will Warm Your Heart‘ on Mashable?

One can just imaging how complex and how time consuming the planning phase for delivering such a perfectly timed event: execution was everything, and no less than 30,000 motivated employees delivered.

TD Bank’s recent social business transformation surely set the foundations for this success.

I’m confident TD allocated some budget for the initial seeding of the video, which is good practice.  But there is only so much viral than money can buy.

Another key reason behind this success is the fact that once again TD Bank stayed true to its core values and customer-centric strategy: the bank’s Brand and Marketing team promoted those values in the Bank Human campaign back in early 2013, the TD Bank “Social Media Specialists” prove their commitment to provide the best customer experience possible everyday as part of their social customer care activities.

Now, I very much look forward to find out how TD Canada Trust will make sure to successfully sustain today’s outstanding level of customer advocacy and convert all that positive energy into more market share and increased revenue.

Their ability to capture and leverage the voice of the customer, all the raving customer and employee generated content shared on social media channels like twitter, Instagram and Facebook will prove critical.

Next time, TD bank might consider rolling out selfie stands to capture the excitement in their branches like they did at popular spots in Japan?  😉

If you enjoyed reading my article or if you wanted to react, I invite you to connect with me here, on twitter (@Visible_Banking) and on google+.

What do you think?

Written by Christophe Langlois

Based in London for almost a decade, Christophe is an entertaining fintech marketing keynote speaker and a trusted advisor to the global financial services industry on the topics of digital marketing, innovation and B2B social media.

Christophe has contributed to over 140 events in 18 countries.

Currently, Christophe is advising a number of fintech startups on marketing and growth hacking and he is the Chief Marketing Officer of The Fintech Power 50, an exclusive annual programme helping fintech scale-ups to accelerate their growth globally.

Christophe's views on are his own.

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