Brand analysis
TD Bank’s recent decline down the Financial Services in the US table appears to have stabilised. While it is still down on its Q1 2025 high, the brand has in fact added +1 point to its Overall Effort Score, wave on wave.
There are positive stories to be found across all four component pillars too with Style of Communication up by +3 wave on wave, Valuing the Customer and Speed of Resolving Problems both up by +2 and Knowledge & Expertise up by +1.
TD Bank is in the midst of closing 40 branches across the US this year. The Customer Effort Index will provide a great way to see how well these changes have been communicated.
TD Bank says it ‘deploys AI as a complement to our colleagues’ capabilities’. The brand’s strategy is to become America’s most digitally convenient bank.
