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Banking human (or banking more conveniently) with TD Bank

We’re digging the new marketing campaign from TD Bank for their spot-on messaging with “Bank Human”. They aim to apply this humanistic feel throughout multiple, integrated channels both in-store and online.

 

The professionally-acted video spots will resonate with consumers who have experienced inconvenient bank interactions.

I’m wondering though, how do you really become more human as a bank beyond the convenience touches? Could a bank push itself to provide easier access to helpful humans? Would they gather your unique requirements and provide a personalized banking experience?

TD Bank says they will share customer stories via video feeds in the branches. And there are nice touches, like free coin counting and extended hours. I’m sure some will appreciate free doggie buiscuits for their Fido.

Tell me, do you think these are merely convenience measures or a move to be more human?

I’d love to know, how else could they extend this “human” mandate through a personal banking experience?

4 thoughts on “Banking human (or banking more conveniently) with TD Bank

  1. Two words for becoming more human… Follow Through. If the employees don’t live up to the campaign, they’ll hear about through the social channels.

  2. How much human touch do I need (want) in banking? When I need advice or I am confused, I need human touch. But it is better to not be confused. And when I’m inconvenienced, a human touch can help soften that. But it is better to not be inconvenienced. Years ago, our dogs looked forward to a ride to the deposit window to get dog biscuits. It was entertaining and had both human and canine touch, but it was inconvenient. Today we routinely use an iPad to do remote deposit. No human touch, no dog biscuits, but very convenient. (Poor dogs.)

  3. Agreed, you must have buy in and engagement from the stakeholders. A pet food store my wife and I occasionally shop at have recently started saying hello (and meaning it) to everyone who walks in the door. It’s a small but meaningful gesture that makes a big impact on our impression of the store, and our desire to shop there.

    I’d like to see the research they did on their customers and what data and insights led them to create the campaign and its assets like they did.

  4. Greet me with a smile and let me know that you appreciate my business. It’s more than banking human. It’s being courteous.

    They are adding a more human feel to their electronic channels (see faces on Twitter) to change the psychology of the experience. So even if Fido can’t get a biscuit from Johnny Banker at least he can talk #biscuits and #bacon via twitter.

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