Banking Transformed with Jim Marous How TD Bank Creates Unexpectedly Human Experiences
Jun 10, 2025
Todd Purcell, Head of Digital Strategy at TD Bank, shares insights into the bank's innovative approach to combining technology with human experiences. He discusses the challenges financial institutions face in a digital age and emphasizes the importance of personalization. Highlights include TD's successful initiatives like digital disputes and revamped mobile experiences, all designed to enhance customer satisfaction without losing the human touch. Todd also touches on leadership’s critical role in fostering a culture that prioritizes meaningful connections.
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Legacy of Humanized Banking
- TD Bank's legacy includes Commerce Bank's humanized branch experience with community involvement.
- Dog biscuits at ATMs and pens at parades demonstrate preserving this human touch even digitally.
Balancing Speed and Personalization
- Digital transformation must balance speed with personalization by letting customers choose their engagement style.
- Offering a guided journey or quick digital path captures diverse customer preferences in a humanized way.
Promote Connected Customer Experience
- Promote a connected customer experience delivering choice, continuity, and consistency across channels.
- Assure employees digital growth complements rather than replaces human interactions to reduce internal resistance.