"We realized that social was going to be a game changer for the organization, especially after a number of large acquisitions with many employees spanning vast geographies," said TD Bank's Wendy Arnott, VP of social media and digital communications. "We basically totally buy into the idea of social business. Every part of the business will eventually use social" to do whatever it does better, she said.
That means embracing social on multiple levels, both internally and externally. After early experiments with a simple comment board, TD Bank graduated to IBM Connections, a broad and flexible social platform that for example provides wikis where branch managers solicit and organize ideas for better customer service.
Meanwhile, TD Bank has 20 social customer service representatives divided equally between Toronto and Mt. Laurel, N.J., using Radian6 (now part of the Salesforce.com Marketing Cloud) for social media monitoring and response. In addition, the bank recently introduced TD Helps, a community section of its website where customers can ask questions and get answers. TD Helps launched in June, and as of October the staff had answered more than 14,000 questions.
"Actively listening to our customers and being there to respond to them wherever they are has helped us learn how to be even more responsive," Arnott said.