TD Bank USA: Delivering 'Unexpectedly Human' Experiences in a Digital World

After merging with Commerce Bancorp Inc., TD Bank NA (TD Bank) continued to wow its customers by providing free lollipops, pens, and dog-friendly services and staying open longer than major competitors in the region. Through social media campaigns, it emphasized the importance of having a human touch in banking and showcased its appreciation for customers who had lent a helping hand to the community during the COVID-19 pandemic. It introduced innovative services such as curbside pickup for debit cards, and it increased its digital offerings by providing various digital financial services, platforms, and mobile applications (apps). It also enhanced its social media footprint and engagement with various hashtags such as #TDThanksYou. While TD Bank was doing all this, major competitors such as Bank of America and Wells Fargo responded with improved online and offline services. Having successfully differentiated itself as a bank with a human touch, TD Bank was forced to shutter 81 branches in the first quarter of 2021 due to the prolonged effects of the pandemic. Now, in September 2021, it has to recalibrate and provide more digital banking services as most of its customers are demanding the safety and convenience of digital banking. Can TD Bank build upon its slogan, “America’s Most Convenient Bank,” by consistently delivering humanized and seamless “phygital” banking experiences?