TD Canada Trust tops in customer satisfaction and corporate image among Canadian banks

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TD Canada Trust tops in customer satisfaction and corporate image among Canadian banks

Scotiabank a strong second

TORONTO APRIL 15th, 2014 - In a random sampling of public opinion taken by the Forum Poll™ among 1596 Canadians 18 years of age and older, TD Canada Trust scores significantly higher than any other Canadian bank, for both customer satisfaction and corporate image.

TD leads in customer satisfaction

In customer satisfaction, fully two thirds of those who had used this bank (whose advertising icon is a big comfortable armchair) said they were "very satisfied" with overall service (64%), and this is especially the case with the oldest respondents (81%) and the least wealthy (74%). This is followed in second place by Scotiabank and RBC (52% very satisfied each), and, in each case, the most satisfied are the oldest and least wealthy. While these respondents may be retired seniors on limited incomes, they may have substantial savings and investments, as income is not a perfect measure of net worth. On half say they are very satisfied with Caisse Populaire Desjardins (50%), but the rest of the banks on our list do not rise above one half on this strong satisfaction measure (BMO - 48%, CIBC and National Bank - 46% each).

Since we last tracked in August 2013, TD has improved its score (from 54% very satisfied), as has RBC (from 46%) and CIBC (from 42%). National Bank, on the other hand, has seen their score drop (from 55%).

It is clear (and not surprising) that there is a strong alignment between satisfaction with service and a positive image of the bank. In each case, those who had a high opinion of the bank for its products and services were also very satisfied with the service they receive.

TD leads in corporate image

One half of those who use this bank think it offers excellent products and services (50%), and once again, satisfaction is highest among the oldest (66%) and least wealthy (62%), as well as among females (55%). Scotiabank is far back in second place (43%), along with BMO and RBC (40% each). Just more than a third or fewer think National Bank (38%), the Caisse (38) or CIBC (37%) offer excellent products and services.

In this case, the relationship between perceptions of positive image and satisfaction with customer service is even stronger, and those who have good service experiences rate each bank higher for excellence overall. Those who were satisfied with their TD experience are more likely to give the bank a high image rating (60%) than are all users (50%), and the same applies to Scotiabank (53% to 43%).

TD most widely used bank

TD is the most widely used bank in our sample, with one third of Canadians patronizing it in the past (35%), especially among mid age groups (35 to 44 - 42%), mid income groups ($40K to $60K - 42%), especially in Ontario (52%). RBC is the second most widely used bank (30%), commonly among Boomers (55 to 64 - 35%), mid-income groups ($40K to $60K - 37%) in Atlantic Canada (36%), the prairies (44%) and BC (39%). About one quarter use BMO (23%) or CIBC (24%) and BMO attracts the younger groups (35 to 44 - 36%), males (26%), high income groups ($60K to $100K - 29%, $100K to $250K - 28%) in Atlantic Canada (32%), while CIBC sees favour among the oldest (28%), the wealthiest (34%) in Ontario (30%), the prairies (33%) and BC (34%). One fifth use Scotiabank (21%), one seventh use the National Bank (14%) and one tenth use the Caisse (10%). Scotiabank use is common to Atlantic Canada (46%) while National and the Caisse are primarily used in Quebec (21% and 59%).


TD's success at maintaining its primacy in customer satisfaction, especially among those who rely on banks more (the oldest), is a demonstration of how to build customer loyalty, supported by a positive brand image. Not only will those who are happy with service they receive be more likely to have a positive image of the corporate brand, creating a positive corporate image can also lead customers to the conclusion they are more satisfied.


It is clear that TD Canada Trust has figured out how to make banking comfortable, like their ads say, and they lead the field in both satisfaction with the customer experience and image. The two are strongly linked, of course, but it is interesting to see that the Caisse, for one, can satisfy its customers at a higher rate than its image among consumers suggests," said Forum Research President, Dr. Lorne Bozinoff.

Lorne Bozinoff, Ph.D. is the president and founder of Forum Research. He can be reached at or at (416) 960-9603.