TD Bank announced that it would now allow customers to access customer service through Facebook Messenger. TD Bank is the first bank in the world to offer such a service.
Between 6:00 a.m. and 11:00 p.m., customers can search for TD on Facebook—both online and mobile—and begin a conversation with a TD live agent regarding their accounts. Theresa McLaughlin, incoming chief marketing officer of TD, said that the move is meant to acknowledge a growing demographic of people who prefer the convenience of accessing services online. As 16 million Canadians use Facebook, making customer service available through the platform just made sense. TD Bank already also has customer service agents available on Twitter.
“Fans and followers engage with us on social to see how we support communities; understand products and services available to them; and also ask for help and advice,” said McLaughlin. “Increasingly, Canadians are become more mobile savvy and this recent launch is part of the journey to ensure we’re delivering comfortable and convenient experiences for our customers any way they choose to connect with us.”
This isn’t the first time that TD has entered the mobile and online space. The bank, earlier this year, introduced customer service through texting and a live chat feature on the bank’s official website.
It is also part of TD Bank’s overall strategy to get ahead of financial technology (FinTech) startups that are disrupting traditional bank; throughout 2015, the bank has fostered a culture of innovation with steps like opening an office in Waterloo and partnering with FinTech startup Flybits. “TD has developed an innovation ecosystem that allows us to bring best-in-class digital experiences to our customers that fit with our promise of delivering comfort and convenience no matter where, when or how our customers choose to bank with us,” said McLaughlin. “We've done this by collaborating with start-ups and looking at innovations throughout the marketplace in order to find those that elevate the digital experience by creating more intuitive, personalized digital experiences that make our customers' lives simpler.”