In the session by Larry Hyett, Vice President, Retail Sales & Customer Experience, TD Canada Trust, we learned TD Canada Trust bets its brand on being "the better bet" for customers and has a significant history of measuring likely to recommend. The TD story is clearly one of making loyalty and recommendation an operational and management issue for a large diverse organization. There are over 1000 branches in Canada within a broader organization of 50,000 employees.

While likely to recommend has been measured for 10 years, NPS as an operational measure made visible to managers was put in place at the beginning of  2006 with over 300,000 customer interviews per year (done by phone). In addition, TD measures employee likely to recommend TD as a place to work. A note here is that TD uses a 5 point verbal measure (Extremely Likely, Likely, etc). The reason for adopting a 5 point score is largely historical.

TD reports a rather thorough and complete commitment to driving the brand value with full top management support. For example, front line employees rate the back office operations on their ability to deliver a customer centric experience. The "moments of truth" from all this are that every employee can make a difference in delivering a superior customer experience. In fact, TD seeks and rewards customer stories that demonstrate how branches are creating memorable (positive) customer experiences. These stories are often the basis for word of mouth sharing from customers to their friends and relatives. In response to a question on the correlation between employee likely to recommend working to TD to the customer score for a branch ii was not surprising to find that branches with happy employees had happy customers.

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