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A few days ago, by advice of my accountant, I made an appointment with TD Waterhouse Private Client Banking. I had some borrowing needs, and was hoping to get a good rate and a painless application approval. Once we were past the usual social pleasantries, the conversation didn't quite go the way I was expecting. Two very professional, elegant young women through their inquiring tried not only to learn about my income and net worth but were genuinely interested in my goals, circumstances and future financial health. To my bewilderment they used the term 'holistic banking' to describe their services. Wait a minute ' shouldn't the word 'holistic' be used in reference to aromatherapy, yoga and herbal teas? Well, if you think of it, not really.

According to Webster dictionary holistic means: relating to or concerned with wholes or with complete systems rather than with the analysis of, treatment of, or dissection into parts.

In today's society of fast food, shopping malls and 24hr banking, there is a growing segment of the population seeking personalized attention and quality of service rather than a bargain, free parking or cookie cutter approach.

More and more individuals are looking for attention to their unique needs and feel they deserve more 'holistic' treatment. This is especially valid when it comes to service as opposed to commodity. Let me explain the difference in little more detail.

When shopping for an HD plasma screen, it does not matter where you buy it, therefore it does not make sense to spend more money than the lowest price available. The same brand and size of TV is identical no matter who sells it. It is quite a different story when we are looking for reconstructive knee surgery, ten veneers in the front teeth or even remodeling the kitchen. When it comes to service it does matter who is going to do it, what qualifications that person possesses, how you are going to be involved in the process and how good of an experience the whole thing is going to be.

When I have the sniffles, I take the advice of a pharmacist in a conveniently located drug store as to which decongestant to take. When I have a serious medical problem I research which doctor I am going to trust, which clinic is using the newest technology, which clinic has the best educated staff and so forth. The Mayo Clinic is a place that comes to mind when I think of a serious medical problem. I am certainly going to stick with my Private Banking and will recommend it highly to others. To me, being treated with genuine care is as important as whom I am going to entrust with my hard earned money and wellbeing.

When I shared my thoughts the next day in the office, my team felt a sense of satisfaction and validation in realizing that there are people going about their business the same way we provide dentistry for our clients.