Case Study

TD Bank Group: Evaluate And Experiment With Emerging Tech To Differentiate Customer Experience

Customer-Obsessed Innovation Powers Personalization

December 13th, 2022
Sara M. Watson, null
Sara M. Watson
With contributors:
Ashutosh Sharma , Dan Purchia , Anna Synakh , Ian McPherson


TD Bank Group’s (TD) digital strategy focuses on differentiating the digital experience primarily through engagement and adoption. This case study describes how TD experiments with and evaluates emerging technology to drive customer-obsessed outcomes through a central function devoted to purpose-driven innovation. Through its recent digital personalization project, TD has achieved high engagement rates for AI-powered personalization features that anticipate customers’ needs.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.