Customer Experience in Banking: What Drives Loyalty and How Banks Can Improve Service

Today, customers are attracted by more than just interest rates and overdraft limits. Their loyalty increasingly depends on functional features – such as intuitive interfaces, personalized experiences, and advanced security measures – as well as on the speed and quality of customer support and its flexibility in resolving disputes.

This article examines the most significant trends shaping customer experience in the banking industry and helping banking products stand out. It also explores the issues most frequently raised on review platforms, offers practical advice on improving customer experience, and explains how a proactive approach to customer support encourages customers to stay with a brand.

• Top customer experience trends in banking for 2026
• Customer complaints and support trends in banking
• How to improve customer experience in banking
• Why is customer experience important in banking?
• Final thoughts

Top customer experience trends in banking for 2026

Consumers expect banking services to be fast, secure, and personalized, while businesses increasingly rely on machine learning and automation to manage their finances. The trends outlined below help banks meet these expectations amid growing competition from digital-first banks and fintech companies.

AI-powered chatbots and virtual assistants

AI-powered chatbots recognize customer requests and initiate their execution by connecting to banking systems. They use speech and text recognition technologies, as well as machine learning, to improve with every new conversation. These systems learn from data, adapt to user behavior, and make decisions while operating within defined banking policies.

Chatbots typically handle simple routine tasks, such as checking account balances and transfer limits, transferring funds between accounts, and scheduling payments. They also often serve as the first point of contact in customer support by assisting with password recovery, updating contact information, and answering questions about banking products and policies.

Customers find AI assistants convenient because they’re available 24/7 and can respond quickly. However, if an issue requires human judgment or the chatbot lacks sufficient data to fulfill a request, it transfers the case to a human agent along with the full context of the conversation.

Automated financial health insights

Consumers expect banks to provide guidance on managing their finances, such as budgeting, investing, and avoiding debt-related risks. Banks that offer educational materials, personalized advice, and financial management tools demonstrate their commitment to their customers’ financial well-being and financial literacy.

For business clients, banks are also increasingly offering automated financial insights, such as cash flow forecasts, spending analytics, and alerts about potential financial risks.

Personalization through data analytics

By understanding customers’ financial goals, transaction history, and demographic data, banks can create targeted offers that resonate with each customer segment. For example, a bank might offer special rewards and discounts on travel-related expenses to customers who frequently use their credit cards to book trips. Similarly, by analyzing spending and income patterns, banks can offer customized credit limits or repayment plans.

In addition, banks can provide personalized investment advice based on a customer’s risk profile, as well as monthly reports and practical tips on managing expenses.

The rise of digital-only banks

Once people get used to transferring money, opening deposits, or paying utility and mobile bills in just a few taps through a banking app, they no longer want to visit physical branches.

Digital-only banks, often called neobanks, allow customers to open accounts, transfer funds, track spending, and manage their finances directly from their smartphones or computers. The ability to manage finances anytime and anywhere gives consumers a sense of flexibility and control that traditional banking often struggles to provide. Another significant advantage of digital-only banking is speed – businesses and individuals can send payments, manage transactions, and receive updates almost instantly.

Since neobanks don’t operate physical branches, they can invest more resources into improving their apps, making digital banking even more convenient and secure.

Advanced security measures

Modern banks offer several layers of security, including passwords, email-based authentication, fingerprint scanning, and facial recognition. These advanced measures significantly reduce the risk of unauthorized account access.

As banks continue moving more operations to the cloud, cybercriminals increasingly search for weaknesses in security configurations, such as disabled system logs, which can prevent suspicious activity from being detected in time. To reduce the risk of data breaches, banks implement continuous monitoring for malicious activity, conduct regular vulnerability and configuration scans, and follow the Zero Trust security model.

The Zero Trust approach is based on the principle that no user or device should be trusted by default, even after a successful login. For example, if a customer logs in from an unfamiliar device or a new location and attempts to transfer a large amount of money, the bank may request biometric verification or a one-time passcode, or temporarily delay the transaction until it can confirm the customer's identity.

Another major cause of security breaches is human error. Therefore, banks must implement regular training programs to help employees recognize phishing attempts, defend against social engineering attacks, and report suspicious activity.

Omnichannel customer support

Omnichannel banking connects all customer touchpoints to provide a seamless service experience. When customers switch between different channels – such as a mobile app, phone support, social media, and in-person conversations at a physical branch – support staff have access to the full history of interactions and can continue the conversation exactly where it left off. As a result, customers don’t need to repeat the same information every time they switch communication channels.

To deliver this seamless experience, banks implement complex integrations across all channels and provide agents with full visibility into previous interactions. Combined with conversational AI and machine learning technologies, these systems help agents deliver faster responses and more relevant recommendations based on similar inquiries.

Open banking

Open banking allows customers to securely share their financial information with other banks and financial institutions, such as payment providers, lenders, and insurance companies. Traditionally, banks stored customer financial data within closed systems. With the emergence of open banking, customers gained access to new and improved financial services – most often through mobile apps – including wealth management tools and simplified loan application processes.

For example, a budgeting or wealth management app can securely access a customer's financial data from multiple banks, providing a complete picture of their finances without requiring them to manually enter account information. Similarly, when applying for a loan, customers can share their financial history digitally instead of collecting and submitting paper statements.

Open banking is a major source of innovation in the banking industry. However, it is often criticized for its security risks, as malicious actors can target third-party apps and use phishing scams to trick banking customers and third-party providers.

Customer complaints and support trends in banking

Customer reviews often highlight gaps in the customer experience that banking customers encounter. To identify the most common causes of dissatisfaction, we analyzed negative reviews posted on PissedConsumer and examined the results of post-call surveys conducted among banking customers. The findings point to recurring issues with banking operations and customer support that most often undermine the overall customer experience.

Top operational issues in banking reviews

Let’s discuss the main operational issues – specifically, problems with banks’ products, systems, and processes – identified in 2,167 negative reviews posted on PissedConsumer.

We define a review as negative when it describes a specific problem or unsatisfactory experience. Some reviewers are more confrontational, openly stating that they wouldn’t recommend the bank to others, while others simply describe the issue they encountered or request assistance with their account, card, or banking app. In both cases, however, the reviews are classified as negative because they point to a problem.

Transaction-related issues are the most common, accounting for 16.2% of all reported problems, while difficulties with refund delays and dispute handling make up 14%. Credit card issues account for another 14.3% and include failed activation, damaged or malfunctioning cards, payment declines, disputed charges, and other card-related concerns.

Reports of suspicious transactions, compromised accounts, and fraud make up 9.6% of all reported issues. While it’s not possible to determine from reviews alone whether these incidents resulted from customer negligence, phishing attacks, or vulnerabilities in banking systems, the fact that customers chose to share their experiences publicly suggests that many felt their concerns hadn’t been adequately resolved through customer support.

Top customer support experience issues in banking reviews

Of the 2,167 negative reviews, 345 mentioned at least one issue related to the quality or availability of customer support. The most common complaint, reported by 44.3% of reviewers, was the inability to reach a representative by phone, email, or chat, or difficulty finding the correct contact details.

Additionally, 29.3% of bank customers reported unclear communication and a lack of updates, while 28.1% said that customer support was unable to resolve their issue, leaving them at a dead end.

Long wait times were another common complaint, with 20.6% of reviewers reporting frustration with being placed on hold. In addition, 7.2% complained about being forced to interact with an AI-powered chatbot or navigate automated phone menus.

Although we were able to classify customer support–related issues, many reviewers didn’t provide detailed explanations and simply stated, for example, that “customer support was unable to help.” In most cases, operational issues take center stage, and these are typically described in greater detail.

In contrast, PissedConsumer’s post-call surveys are specifically designed to identify the causes of dissatisfaction with customer service. They include predefined response options that help consumers categorize their issue. We examine the findings from the post-call surveys in the following section.

Key findings from banking post-call surveys

1. Automated systems are the top reason customers couldn’t reach support

A post-call survey of 253 banking customers conducted by PissedConsumer in 2025 revealed that 53.4% were unable to reach customer service, while 46.6% reported being able to do so.

Among those who were unable to reach customer support, 32.8% said they couldn’t speak with a live agent because only automated support options were available.

This isn’t a new problem. Customers have been complaining about it for more than a decade: they get lost in labyrinths of automated menus, and when they finally find the option to connect with a live representative, they’re told that wait times are long and that they must remain on hold. Adding voice AI agents may help improve response times, but if they can’t handle even moderately complex questions, the overall customer experience can quickly turn into a downward spiral – from a neutral customer to a frustrated one.

2. Reaching a real person remains difficult for many customers

The question, “How easy was it to reach a real person in customer service?”, was rated on a scale of 1 to 10. Among the 92 respondents, about one-third encountered significant difficulties, while 38% said it was easy, suggesting a mixed experience across banks:

• Average score for ease of contacting a live agent: approximately 6.1 out of 10
• 38% of respondents gave a high rating (8–10)
• 33.7% of respondents gave a low rating (1–3)

In the banking sector, access to live support is a critical part of the overall customer experience. When customers can’t get help, their confidence in the bank can quickly decline, as financial matters are often time-sensitive.

3. 1 in 10 banking customers wait more than 30 minutes for a response

While average hold times may appear acceptable, some customers face significant delays. Among the 97 banking customers who participated in the post-call survey, 20.6% reported waiting more than 10 minutes, including 11.3% who waited longer than 30 minutes. Customers who face longer wait times are also more likely to voice their complaints publicly.

*Source: PissedConsumer’s post-call survey conducted among banking customers in 2025.

How to improve customer experience in banking

An analysis of reviews and survey results reveals several areas where banks can improve service quality. By combining personalization, proactive support, prompt issue resolution, and ongoing employee training, banks can build stronger relationships with their customers.

Enhance personalization using customer data and behavioral insights

Leading banks tailor their interactions to the specific needs and preferences of each customer.

For example, a bank might notice that a customer travels frequently and offer travel insurance or cashback programs on travel-related expenses. Any opportunity to help customers save money on purchases aligned with their interests demonstrates that the bank understands and values them.

Banks can also identify significant life events, such as a new job or promotion. Upon detecting a salary increase or a notable rise in income, banks may offer relevant investment opportunities.

Another key factor is how customers interact with the bank – whether they prefer mobile apps, visit physical branches, use chatbots, or contact live representatives. Banking services and offers can then be tailored to specific customer segments.

Balance AI and automation with human touch

Artificial intelligence is capable of processing vast amounts of data, such as analyzing the spending patterns of thousands of customers. With proper training, it can generate valuable insights into customer behavior. Through intelligent segmentation, banks can identify specific customer groups and their unique needs, allowing them to personalize the customer experience rather than offering the same services to everyone.

AI also helps collect crucial data from different channels so that agents can see a complete picture of customer interactions with the brand.

At the same time, human support continues to play a vital role, particularly in complex situations that require empathy and judgment. As reviews on PissedConsumer show, access to a human representative remains a non-negotiable expectation for many customers. Successful banks and financial institutions train their support teams not only on products and banking operations, but also on communication skills and the ability to empathize with customers.

Choose proactive approach to customer support

Proactive support means resolving issues before customers decide to report them publicly. To achieve this, banks should integrate feedback collection tools and surveys into their products to identify problems early, while also conducting service testing and measuring customer satisfaction through focus groups.

Banks should also continuously monitor activity within their mobile apps and online banking platforms, as well as track account status. For example, if a bank detects that a customer’s account balance is running low, it can proactively offer a temporary overdraft or suggest transferring funds from another account to help avoid overdraft fees.

Financial literacy programs that help customers better understand and use banking products are also a crucial part of a proactive customer service.

Manage public feedback and resolve complaints transparently

From Reddit to review platforms, people love to share their honest opinions about brands and their experiences with them. Many prospective customers read these reviews and comments before choosing a bank, as marketing messages alone are rarely enough to inform their decision. They want a clearer picture of the customer experience and to see how a bank responds to criticism and complaints.

The way you respond to customer reviews serves as your brand’s calling card, showing that you are prepared to help when something goes wrong. Public feedback is also a valuable source of insight into what customers appreciate most about your banking products, where improvements are needed, and which issues require immediate attention.

Train agents and employees to prioritize customer experience

In mature organizations, employees understand how their roles influence the customer experience, even if they do not interact directly with customers. Training on customer experience principles and key metrics should be a priority across the entire organization, not just for support teams. At the same time, customer experience leaders should promote cross-functional knowledge sharing among product, sales, and marketing teams to ensure that customer experience initiatives are aligned with broader business objectives.

As the banking sector becomes increasingly digital, training should also focus on recognizing customer emotions and providing support through digital channels while maintaining a human touch.

Why is customer experience important in banking?

Building strong relationships with customers reduces churn. When customers contact support or post a review to report a problem, they are often at a critical point in their relationship with your brand. They are still customers, but their confidence may already be fading. At such moments, it’s critical to reassure them that you are listening and are committed to helping resolve their concerns.

In addition, well-designed support systems – those that provide agents with a complete communication history and enable them to resolve issues more quickly – help reduce operational costs. They also contribute to a better customer experience, strengthening brand loyalty and enhancing reputation. Customer feedback – and a company’s public response to it – often influences how potential customers perceive the brand and whether they choose to do business with it.

Meanwhile, the quality and functionality of a banking product or service have a direct impact on customer satisfaction. No matter how polite and empathetic support representatives may be, they can’t compensate for a poor-quality product. With the help of customer satisfaction surveys, direct customer outreach, social media monitoring, and review analysis, banks can better understand how products and services can be improved.

Final thoughts

Banks that invest in personalization, proactive service, and high-quality customer support are more likely to retain customers, build strong relationships, and turn customers into brand advocates.

The key trends making customer experience a competitive advantage in the banking sector include omnichannel customer support, virtual assistants, data-driven personalization, and automated financial analytics. With the rise of neobanks, customers also expect intuitive interfaces, fast transactions, and responsive support – available anytime and on any device.

Although the most frequently discussed banking issues relate to transactions, refunds, and dispute resolution, many customers also complain about being unable to contact customer support – whether due to dissatisfaction with automated menus or simply because no one responds to their calls or emails.

Because financial issues are often perceived as urgent, banks that can resolve them quickly are more likely to retain customers and increase customer lifetime value. Banks should also regularly analyze reviews, monitor conversations on social media, and equip support agents with technologies that make it easier to identify and resolve problems.

Want to influence how customers perceive your banking brand? Check your company’s profile on PissedConsumer and start responding to reviews and communicating directly with customers.