New FICO Survey: 88% of Customers Consider Customer Experience of Equal Importance to Product Offerings When Choosing Their Bank
FICO's 2024 Bank Customer Experience Survey reveals that 88% of bank customers consider customer experience equally or more important than products and services. The survey, conducted across 1,000 U.S. bank customers, shows that 33% of respondents have only changed their primary banking providers 1-2 times, indicating strong customer loyalty when expectations are met.
The study highlights a generational divide in banking preferences: 85% of customers aged 65+ prefer traditional banks, while younger demographics (53% of ages 18-24 and 55% of ages 25-35) increasingly favor digital apps. Currently, 66% of respondents use traditional banks, 21% use credit unions, and 11% use digital banks.
The survey also found that lower-income customers are more likely to use banking apps (24%) compared to medium (7%) and high-income customers (13%), suggesting digital services effectively reach untapped markets. Customer satisfaction remains high, with 39% rating their primary bank experience as 'excellent' and approximately half as 'generally good'.
Il sondaggio sulla Customer Experience delle banche FICO 2024 rivela che l'88% dei clienti bancari considera l'esperienza del cliente altrettanto importante o più dei prodotti e dei servizi. Il sondaggio, condotto su 1.000 clienti bancari statunitensi, mostra che il 33% dei rispondenti ha cambiato il proprio fornitore bancario principale solo 1-2 volte, indicando una forte fedeltà dei clienti quando le aspettative sono soddisfatte.
Lo studio mette in evidenza una divisione generazionale nelle preferenze bancarie: l'85% dei clienti di età superiore ai 65 anni preferisce le banche tradizionali, mentre le fasce più giovani (53% di età 18-24 e 55% di età 25-35) favoriscono sempre più le app digitali. Attualmente, il 66% dei rispondenti utilizza banche tradizionali, il 21% utilizza cooperative di credito e l'11% utilizza banche digitali.
Il sondaggio ha anche rilevato che i clienti a basso reddito sono più propensi a utilizzare app bancarie (24%) rispetto ai clienti a reddito medio (7%) e alto (13%), suggerendo che i servizi digitali raggiungono efficacemente mercati non sfruttati. La soddisfazione dei clienti rimane alta, con il 39% che valuta la propria esperienza bancaria principale come 'eccellente' e circa la metà come 'generalmente buona'.
La Encuesta sobre la Experiencia del Cliente Bancario de FICO 2024 revela que el 88% de los clientes bancarios considera que la experiencia del cliente es igualmente o más importante que los productos y servicios. La encuesta, realizada entre 1.000 clientes bancarios en EE. UU., muestra que el 33% de los encuestados solo ha cambiado de proveedor bancario principal 1-2 veces, lo que indica una fuerte lealtad de los clientes cuando se satisfacen sus expectativas.
El estudio destaca una división generacional en las preferencias bancarias: el 85% de los clientes de 65 años o más prefieren los bancos tradicionales, mientras que las generaciones más jóvenes (53% de 18 a 24 años y 55% de 25 a 35 años) favorecen cada vez más las aplicaciones digitales. Actualmente, el 66% de los encuestados utiliza bancos tradicionales, el 21% utiliza cooperativas de crédito y el 11% utiliza bancos digitales.
La encuesta también encontró que los clientes de bajos ingresos son más propensos a usar aplicaciones bancarias (24%) en comparación con los clientes de ingresos medios (7%) y altos (13%), lo que sugiere que los servicios digitales llegan de manera efectiva a mercados no explotados. La satisfacción del cliente sigue siendo alta, con un 39% calificando su experiencia bancaria principal como 'excelente' y aproximadamente la mitad como 'generalmente buena'.
FICO의 2024년 은행 고객 경험 조사에 따르면, 88%의 은행 고객이 고객 경험을 제품 및 서비스만큼 중요하거나 더 중요하게 생각합니다. 이 조사는 1,000명의 미국 은행 고객을 대상으로 실시되었으며, 응답자의 33%가 주 거래 은행을 1-2회만 변경했음을 보여주어, 고객의 기대가 충족될 때 강한 충성도가 있음을 의미합니다.
이 연구는 은행 선호도의 세대 간 차이를 강조합니다: 65세 이상의 고객의 85%가 전통적인 은행을 선호합니다, 반면 젊은 세대(18-24세의 53% 및 25-35세의 55%)는 점점 더 디지털 앱을 선호합니다. 현재 응답자의 66%가 전통적인 은행을 이용하고, 21%가 신용 조합을, 11%가 디지털 은행을 이용하고 있습니다.
조사는 또한 저소득 고객이 은행 앱을 사용할 가능성이 더 높다는 것을 발견했습니다(24%), 중간 소득 고객(7%) 및 고소득 고객(13%)에 비해, 이는 디지털 서비스가 미개척 시장에 효과적으로 도달하고 있음을 시사합니다. 고객 만족도는 여전히 높으며, 39%가 자신의 주 은행 경험을 '우수'로 평가하고, 약 절반이 '대체로 좋음'으로 평가합니다.
Le sondage sur l'expérience client bancaire FICO 2024 révèle que 88 % des clients bancaires considèrent l'expérience client aussi importante, voire plus, que les produits et services. Le sondage, réalisé auprès de 1 000 clients bancaires américains, montre que 33 % des répondants n'ont changé de fournisseur bancaire principal que 1 à 2 fois, ce qui indique une forte fidélité des clients lorsque les attentes sont satisfaites.
L'étude met en évidence une division générationnelle dans les préférences bancaires : 85 % des clients de 65 ans et plus préfèrent les banques traditionnelles, tandis que les jeunes générations (53 % des 18-24 ans et 55 % des 25-35 ans) privilégient de plus en plus les applications numériques. Actuellement, 66 % des répondants utilisent des banques traditionnelles, 21 % utilisent des coopératives de crédit et 11 % utilisent des banques numériques.
Le sondage a également révélé que les clients à faible revenu sont plus susceptibles d'utiliser des applications bancaires (24 %) par rapport aux clients à revenu moyen (7 %) et élevé (13 %), ce qui suggère que les services numériques atteignent efficacement des marchés inexploités. La satisfaction client reste élevée, avec 39 % notant leur expérience bancaire principale comme 'excellente' et environ la moitié comme 'généralement bonne'.
Die FICO Umfrage zur Kundenerfahrung im Bankwesen 2024 zeigt, dass 88% der Bankkunden die Kundenerfahrung als ebenso wichtig oder wichtiger als Produkte und Dienstleistungen erachten. Die Umfrage, die unter 1.000 US-Bankkunden durchgeführt wurde, zeigt, dass 33% der Befragten ihren Hauptbankanbieter nur 1-2 Mal gewechselt haben, was auf eine starke Kundenloyalität hinweist, wenn die Erwartungen erfüllt werden.
Die Studie hebt eine generationsbedingte Kluft in den Bankpräferenzen hervor: 85% der Kunden ab 65 Jahren bevorzugen traditionelle Banken, während jüngere Demografien (53% im Alter von 18-24 und 55% im Alter von 25-35) zunehmend digitale Apps bevorzugen. Derzeit nutzen 66% der Befragten traditionelle Banken, 21% nutzen Kreditgenossenschaften und 11% nutzen digitale Banken.
Die Umfrage ergab auch, dass Kunden mit niedrigem Einkommen eher Bank-Apps nutzen (24%) im Vergleich zu mittleren (7%) und hohen Einkommensgruppen (13%), was darauf hinweist, dass digitale Dienstleistungen ungenutzte Märkte effektiv erreichen. Die Kundenzufriedenheit bleibt hoch, wobei 39% ihre Hauptbankerfahrung als 'ausgezeichnet' und etwa die Hälfte als 'allgemein gut' bewertet.
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Banks that offer high-quality customer experience across all touchpoints and channels better compete with fintechs, drive growth, and secure loyalty
Highlights:
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A new FICO survey finds that
88% of bank customer respondents report that customer experience is as important or more important than its products and services. -
33% of respondents have only changed their primary banking providers 1-2 times. -
Traditional banks are still popular among older demographics (
85% of ages 65+), while younger demographics (53% of those ages 18–24 and55% of those ages 25–35) increasingly use digital apps.
Global analytics software leader, FICO announced new research regarding customer opinions about their banking experiences and whether financial institutions are meeting their needs. The 2024 Bank Customer Experience Survey: US showcases findings and perspective on the implications for the financial industry.
Customers want their banks to meet them on their terms
Positive customer service is one of the main reasons why customers choose a bank to be their main provider in the first place. Most respondents say that their primary bank experience is positive, with
Customers are generally loyal to one traditional bank above all others. Banks that capture new customers early on are likely to retain their loyalty for years to come—provided they meet their expectations. Over
As customers continue to demand a more personalized customer experience, it is essential for banks to choose the appropriate communication channels based on customer preferences, use context to provide personalized customer interactions, and prioritize fostering lifetime customer loyalty. Banks should be utilizing data and analytics to gain insights into customers to build optimal customer experiences across all channels.
“Customers will stay with their banks if loyalty and safety are established,” said Darryl Knopp, head of customer insights at FICO. “The survey found that
Gen Z and Millennials favor digital banks
Most respondents (
For more details and insights regarding the survey results, download the 2024 Bank Customer Experience Survey: US. This survey was issued to 1,000
For more information on how FICO can help organizations exceed customer needs and expectations, visit https://www.fico.com/en/fico-platform.
About FICO
FICO (NYSE: FICO) powers decisions that help people and businesses around the world prosper. Founded in 1956, the company is a pioneer in the use of predictive analytics and data science to improve operational decisions. FICO holds more than 200 US and foreign patents on technologies that increase profitability, customer satisfaction and growth for businesses in financial services, insurance, telecommunications, health care, retail and many other industries. Using FICO solutions, businesses in more than 80 countries do everything from protecting four billion payment cards from fraud, to improving financial inclusion, to increasing supply chain resiliency. The FICO® Score, used by
Learn more at https://www.fico.com/en.
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View source version on businesswire.com: https://www.businesswire.com/news/home/20250212136123/en/
Julie Huang
press@fico.com
Source: FICO
FAQ
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