At TD Canada Trust and TD Waterhouse, May 11, 2007 is Customer
    Appreciation Day

    TORONTO, May 9 /CNW/ - When asked what is the best way for companies to
express appreciation for their business, three out of four (74%) Canadian
consumers say, "Just show me good service." This preference far outranks any
other form of thanks, including a gift (13%) or a donation on their behalf to
a charity (7%).
    And convenient hours of operation are highly prized by Canadians, with
97% of respondents agreeing that it is important to them.
    These are some of the findings of the TD Bank Financial Group Customer
Loyalty Poll conducted by Ipsos Reid. The on-line omnibus poll, which explores
perceptions on customer service and customer loyalty, was conducted between
April 13 and April 17, 2007 among 1,000 adults aged 18 and older across
Canada. Results based on a sample size of 1000 are considered accurate to
within +/- 3.1 percentage points, 19 times out of 20.
    The survey confirms some well-established tenets of customer service. For
example, a strong majority (84%) of Canadians agree that one experience can
make or break their relationship with a particular brand or company. As well,
more than nine-in-ten (94%) say they have shared their stories for both good
and bad customer service with friends and family, and eight-in-ten claim that
their customer service stories have influenced the purchasing habits of
others.
    The 'word-of-mouth' method of expressing discontent is used more than
formal complaint channels - six-in-ten say they have complained in writing to
at least one company about bad service.
    "Canadians' passion for the topic of customer service is astonishing,"
says Tim Hockey, Group Head of Personal Banking, TD Canada Trust. "We talk to
about 400,000 customers every year in our research, and I personally meet with
hundreds of them, and our findings are highly consistent with those of this
survey. People really do remember every great experience and they never forget
a bad one. Listening to their stories helps us constantly improve our customer
service."
    Overall, Canada gets high marks for customer service when compared to
other countries. More than three-quarters of Canadians (77%) say Canada is the
best place for service from any type of company. The United States is a
distant runner-up at 8%, and everywhere else scores 4% or less.
    However, when asked about the last time they received great service, only
62% of Canadians say it was within the past month. On a regional basis,
Manitoba/Saskatchewan (71%) and BC (70%) are virtually tied in having the most
people who had great service in the past month.
    At the opposite end of the spectrum, Quebecers (54%) and Albertans (53%)
are the least likely to say they received great service within the past month.
Indeed, 14% of Albertans claim it has been more than a year since they
experienced great service, and one-in-ten Quebecers say they have never
received great service from a company.
    "At first glance, the 62% finding for all Canadians doesn't seem that
remarkable one way or the other," continues Hockey. "But then you realize
that, sadly, almost four out of ten Canadians polled haven't had a great
customer experience in at least a month. Canadian companies may have ranked
higher than other countries on service, but that doesn't mean we can be
complacent. The numbers tell us that as front-line service providers we have
to continually improve the customer experience for Canadians."

    The poll found a number of strong regional differences in perceptions of
customer service:

    -   When asked which service attributes are the most important to them,
        Quebecers are most likely to choose respect, of those Atlantic
        Canadians polled, the highest percent prefer friendliness, and the
        rest of Canada prefers "knowledgeable."

    -   Don't mess with Atlantic Canadians and Albertans. At 97% and 96%
        respectively, they are the most likely to share service stories -
        good or bad - with friends and relatives.

    -   BC and Ontario residents are most likely to write a complaint letter
        (64% and 63% respectively); Albertans the least likely (47%).

    -   Atlantic Canadians like customer loyalty programs, with virtually all
        (98%) indicating they belong to at least one program. Canadians on
        the whole are a nation of joiners, with 90% belonging to at least one
        loyalty program.

    "Respect, friendliness, knowledge, all of these attributes come together
to create a positive experience for our clients," says Bill Hatanaka, Group
Head, Wealth Management, TD Bank Financial Group. "Every interaction is an
opportunity to deliver a superior client experience. Our relationships with
clients may last a lifetime, but we know that each time we assist them, we
make a lasting impression."
    On Friday, May 11, TD Canada Trust branches and TD Waterhouse locations
will celebrate Customer Appreciation Day. An annual tradition, customers are
invited to join in the celebrations with TD employees and enjoy cake and
coffee as a thank you for their loyalty.
    "Many of our employees will be out meeting customers on May 11 - it's a
great opportunity because even though we're all part of delivering the
customer experience, a lot of employees don't actually get a chance to meet
customers face to face. Customer Appreciation Day gives us a chance to ask
questions, hear their opinions and thank customers in person for their
business," added Hockey.
    Winner of the coveted Synovate and J.D. Power awards for best customer
service, TD serves its customers at more than 1,000 TD Canada Trust branches
and 136 TD Waterhouse locations across Canada. Customers can also bank on-line
through the award-winning EasyWeb, over the phone with EasyLine, and at more
than 2,500 state-of-the-art Green Machines in convenient locations across the
country. TD Waterhouse clients can invest in person with the help of a
financial planner or an Investment Advisor or online at tdwaterhouse.ca.

    About Ipsos Reid

    Ipsos-Reid is Canada's market intelligence leader and the country's
leading provider of public opinion research. With operations in eight cities,
Ipsos-Reid employs more than 300 researcher professionals and support staff in
Canada. The company has the biggest network of telephone call centres in
Canada, as well as the largest pre-recruited household and on-line panels.
Ipsos-Reid's Canadian marketing research and public affairs practices are
staffed with seasoned research consultants with extensive industry-specific
backgrounds, offering the premier suite of research vehicles in Canada -
including the Ipsos Trend Report, the leading source of public opinion in the
country - all of which provide clients with actionable and relevant
information. Ipsos-Reid is an Ipsos company, a leading global survey-based
market research group. To learn more, visit www.ipsos.ca.

    About TD Bank Financial Group

    The Toronto-Dominion Bank and its subsidiaries are collectively known as
TD Bank Financial Group. TD Bank Financial Group serves more than 14 million
customers in four key businesses operating in a number of locations in key
financial centres around the globe: Canadian Personal and Commercial Banking
including TD Canada Trust; Wealth Management including TD Waterhouse and an
investment in TD Ameritrade; Wholesale Banking, including TD Securities; and
U.S. Personal and Commercial Banking through TD Banknorth. TD Bank Financial
Group also ranks among the world's leading on-line financial services firms,
with more than 4.5 million on-line customers. TD Bank Financial Group had
CDN$408 billion in assets, as of January 31, 2007. The Toronto-Dominion Bank
trades on the Toronto and New York Stock Exchanges under the symbol "TD".

For further information: Tamara Kaftalovich, MAVERICK Public Relations,
(416) 640-5525 x234, tamarack@maverickpr.com