Canada’s New ATMs: Automated *Thanking* Machines
What has your bank done to thank you for your custom lately? If you are lucky enough to be with the TD Canada Trust then even just being asked this question will bring a smile to your face!
The company wanted to go a little further than the usual small free gift, or the “here is a hot drink and a cookie while you wait” routine. Instead, they installed a new type of ATM in some of their branches.
Now you probably know that ATM stands for “Automated Teller Machine”, acting in the place of a bank employee by giving the customer access to the bank’s services and allowing them to manage their funds and accounts.
Well, that is usually what ATM means. But in the case of TD Canada Trust, and as part of a campaign called “#TDThanksYou”, the acronym definition was changed to mean something far more lovely: “Automated Thanking Machine”.
Bank employees working in branches in Calgary, Montreal, Toronto, and Vancouver were asked to identify their most loyal customers, who they felt could do with a reward and a proper thank-you.
These customers were then asked to fill out a questionnaire, answering specific questions about their lives – things that wouldn’t otherwise be apparent to their bank manager.They were then invited into the bank to try out a “new machine”. At first, they were simply surprised when the terminal spoke to them, but that still didn’t prepare them for what happened next.
Based on the answers they gave to the bank’s questions, the customers were given a carefully-thought out gift, for free, through a little door in the ATM.
Mike Jobin, one of the fortunate few, was given a baseball kit of his favourite team, the Toronto Blue Jays, as well as getting to meet his hero from the team, José Baustista (who just so happened to saunter into the bank while Mike was at the machine!), and given the chance to throw the first pitch at one of their games.
“I can’t believe TD did this! It is something that I will never forget,” Mike said. “We are a real baseball family and making the first pitch at a Blue Jays game was at the top of my bucket list. Let’s just say that I had goosebumps the whole time!”
And Mike wasn’t the only person to have his dreams come true. A single mother who couldn’t afford to take her children on holiday was given a trip to Disneyland, as well as CAD$1,000 for a savings fund for each of her kids.
Another woman, whose daughter is suffering from cancer, was given tickets to Trinidad where her daughter lives so she could be with her.
Altogether, 20 people were given gifts through the special ATMs, caught on hidden camera to go into a video that has since gone viral. The video was uploaded onto YouTube on July 24, and since then more than eight million people have watched it. And you can, too, at the end of the article.
If all this wasn’t enough, every customer who visited one of the 1,100 TD Canada Trust branches were handed an envelope containing a CAD$20 note. Now, you may be thinking, “But what about the people who only bank online or over the phone?” They didn’t miss out – they had the same amount of money wired straight into their account. In total, more than 30,000 people received a gift from TD as a thank-you for banking with them.
“We wanted to say ‘thank you’ to our customers in a way that we felt was unique and distinctive, and that actually gave back to our customers,” said the bank’s Corporate Marketing Senior Vice President Chris Stamper. “The views are great, but when it comes down to it, it is really about making an authentic connection with your customers.”