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Top 10 Inevitable Trends Shaping Customer Experience in Banking

Kate Williams

28 February 2024

6 min read

The way we bank is about more than just moving money around. The whole game has changed! Now, banks focus on building solid customer relationships rather than just processing transactions. This shift has made customer experience in banking a big deal. Banks compete by offering fantastic service every step of the way, no matter how you interact with them.

This blog post breaks down customer experience banking and explores what it means for you, the customer, on your banking journey.

Why is Customer Experience in Banking Important?

From the moment you explore your options and open an account to everyday transactions and seeking help, customer experience (CX) is at the heart of your relationship with your bank.

Today, many banks offer similar products and services; the quality of your experience sets you apart. A positive experience brings loyalty, encouraging you to stay and advocate for the bank, bringing valuable referrals. This ultimately translates to business growth, making CX a key driver of profitability.

Conversely, a poor experience can damage a bank’s reputation. In the age of social media and instant feedback, negative experiences can quickly go viral, causing significant harm to the brand.

Recognizing the importance of exceptional customer experience is crucial for banks to sustain in a competitive marketplace. Banks can build strong customer relationships and achieve sustainable success by prioritizing your needs and providing outstanding service at every touchpoint.

Wanting to build exceptional CX that brings lasting loyalty to your bank? Transform your banking experience for your customers with SurveySparrow.

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What does a customer expect in banking?

In the evolving financial landscape, customer expectations in banking have transformed dramatically. Here are several key facets that define modern customer expectations:

Convenience and Speed

With the advent of digital banking, customers now expect a seamless experience, with transactions and services available 24/7.

Additionally, they want to transfer funds, pay bills, check balances, and more at the click of a button from the comfort of their home or on the go.


Despite the desire for convenience, customers don’t want this to come at the cost of security. They expect robust security measures to protect their personal information and financial assets.

This includes secure online and mobile banking, real-time fraud detection and alerts, biometric authentication, and secure digital payments.


Today’s customers expect their bank to understand their financial goals and preferences and tailor their services accordingly. They value relevant product recommendations, personalized financial advice, and custom offers.

Hence, this level of personalization helps build a stronger connection between the customer and the bank.

Transparent Communication

Customers expect clear, open, and honest communication from their banks.

This includes timely updates about policy changes or charges, straightforward explanations of fees, and interest rates, and clear and concise terms and conditions.

Digital Innovations

With the rise of fintech, customers are becoming more tech-savvy. They are open to and expect banks to incorporate cutting-edge technology to enhance their banking experience.

Also, this includes AI-powered chatbots, mobile banking apps, virtual banking services, and more.

You should know your customers’ satisfaction scores and give them experiences beyond expectations.

Top 10 Trends Shaping Customer Experience in Banking

The way we interact with our banks is changing rapidly. Banks are now focusing on offering a customer experience (CX) that is functional but also personalized, convenient, and secure. Here are the top 10 trends that are transforming CX in banking:

1. Personalized Banking Experiences:

Think as if your bank is recommending financial products and advice tailored to your needs and goals. This is the power of personalized banking. Banks use data analytics to understand your financial situation and provide relevant recommendations, increasing engagement and satisfaction.

2. Omnichannel Experience:

No matter how you interact with your bank, whether in-person, online, via a mobile app, or over the phone, you should get a consistent and seamless experience. This omnichannel experience ensures you can easily switch between channels without any disruption.

3. Artificial Intelligence (AI):

AI is making its mark in banking, transforming various aspects of customer experience. From chatbots that answer your questions and resolve issues to personalized marketing messages, AI is making banking interactions faster, easier, and more efficient.

4. Biometric Authentication:

Say goodbye to remembering complex passwords! Biometric authentication, using fingerprint or facial recognition technology, offers a more secure and convenient way to access your bank accounts.

5. Digital-only Banks:

Traditional brick-and-mortar branches are no longer the only option. Digital-only banks operate entirely online, offering innovative features and user-friendly interfaces, catering to the growing demand for on-the-go banking experiences.

6. Hyper-personalization:

This is taking personalization to the next level. Banks use AI and advanced analytics to anticipate your needs and proactively offer relevant real-time products, services, and advice.

7. Conversational Banking:

Imagine having a natural conversation with your bank through chatbots or voice assistants. Conversational banking allows you to ask questions, make transactions, and get support more naturally and interactively.

8. Augmented Reality (AR):

This technology is finding its way into banking, offering innovative ways to visualize financial information and interact with banking services. Imagine using AR to see how much you can save on a mortgage or experience a new investment opportunity virtually.

9. Embedded Banking:

This trend involves integrating banking services seamlessly within other platforms you use daily. For example, imagine paying for online shopping directly from your bank account without leaving the retailer’s website.

10. Focus on Financial Wellness:

Banks increasingly recognize the importance of your overall financial well-being. They offer tools and resources to help you budget, manage debt, and achieve financial goals, contributing to a more holistic customer experience.

These trends highlight the evolving landscape of customer experience banking, where technology and innovation are driving personalized, convenient, and secure ways for you to manage your finances.

Banking Customer Journey

The banking customer journey is a comprehensive process encompassing various stages, each with unique opportunities and challenges for banks to enhance the customer experience.


This is the first stage of the journey, where potential customers become aware of a bank’s products and services.

Hence, this could be done through advertising, word-of-mouth, social media, or online searches. The bank’s reputation and brand image are crucial at this stage.


Once aware, the customer evaluates the different options available. They compare various banks’ services, costs, benefits, and customer reviews.

Additionally, banks can make a difference by providing clear, transparent information and excellent pre-sales customer service.

Opening an Account

If the customer decides to proceed with a specific bank, the next step is opening an account. Therefore, the account opening process must be simple and quick, with minimal paperwork.

Digital account opening services can enhance customer experience at this stage.


Once the account is set up, the customer starts transacting. This includes deposits, withdrawals, fund transfers, bill payments, etc.

The ease of transactions, mobile/online banking experience, and customer service quality all significantly influence the customer’s experience at this stage.

Maintenance & Support

Hence, this stage involves the ongoing management of the account. Also, customers may need help with password resets, account updates, resolving transaction issues, etc. Quick, efficient customer service is vital here.

Upselling or Cross-selling

Also, once a relationship has been established, banks may offer additional products or services such as loans, credit cards, or investment services.

Thus, personalized recommendations based on the customer’s financial behavior can improve success rates at this stage.

Loyalty & Advocacy

Hence, a positive experience throughout the customer journey can lead to loyalty, where the customer chooses to stay with the bank and recommends it to others.

To know more, check out this unique customer journey mapping tool and track accordingly.

Thus, banks can significantly improve the overall customer experience and journey by understanding and enhancing each of these stages.

Developments in Digital Customer Experience Banking

Digital banking is experiencing a revolutionary wave of developments, with technology crucial in enriching customer experience.

Innovations like AI-powered customer service bots, predictive analytics for personalized services, biometric authentication for bolstered security, and user-friendly mobile apps enhance customer experience in banking.

AI chatbots, for instance, have significantly improved customer service efficiency by handling routine queries, thereby reducing wait times and allowing human customer service representatives to focus on more complex issues.

Similarly, predictive analytics enable banks to understand customer behavior patterns, predict their needs, and provide personalized financial advice, enhancing overall customer satisfaction.

EX Outperforms CX

An emerging trend in the banking industry is the recognition that Employee Experience (EX) can outperform Customer Experience. Also, banks with high levels of employee engagement often provide better customer service, leading to superior customer experiences.

Empowered and motivated employees are likelier to exceed their service duties, ensuring customer satisfaction.

To wrap up, the world of customer experience banking is dynamic and complex. Thus, it’s driven by evolving customer expectations and technology advancements.

As banks strive to offer superior customer experiences, they must focus on understanding the intricate nature of the customer journey in banking. Simultaneously, recognizing and enhancing the employee experience can be critical in achieving this goal.

The journey to superior CX is ongoing and filled with opportunities for innovation and growth.

Kate Williams

Content Marketer at SurveySparrow

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