TD BANKNORTH

Change can make people nervous, especially when it concerns their bank. And TD Banknorth knows that.

When TD Banknorth acquires smaller banks, concerns about change and the impersonality of big banks are customer worries that need to be addressed. In this example, as with other TD Banknorth acquisitions, we focused on TD Banknorth’s continuity of community and familiar faces and emphasized the benefits of an expanded product line.

Customer response was positive and, important to the bank, attrition rates were low — in fact, well below industry averages.