Elevating the Customer Experience in Financial Services

Money is personal.

From saving for a first home to managing a business, financial services play a key role in people’s lives. That’s why trust and efficiency are at the heart of a great customer experience in banking. And of course, financial institutions rely on systems, processes, and technology—but those are only as good as the human experience they enable. Customers want more than just secure transactions and competitive rates; they expect an intuitive, human, and trustworthy service at every touchpoint.

As the financial services industry evolves, delivering an exceptional customer experience has become a key differentiator and top priority for many institutions. From traditional banks to fintech startups, the race is on to reimagine the customer journey. And how can institutions grow to meet (or even exceed) rising expectations?

Let’s explore the key trends driving this shift, the challenges financial institutions face, and the strategies that can help maintain a people-centric approach.

Why the Customer Experience Matters

According to PwC, “if experience isn’t your strategy, you’re doing it wrong.” With a whopping 73% of consumers saying the customer experience is an important factor in their purchasing decisions, only 49% of consumers—less than half—say companies provide a good experience.

In financial services, the stakes are high. Customers are often making decisions that impact their buying power, short- and long-term debt, and financial future. That’s why two things matter more than ever: security, so customers know their money and data are safe, and empathy, so they feel seen, heard, and genuinely supported.

When these security and empathy are baked into every interaction, they don’t just build trust—they lay the groundwork for lasting customer loyalty and can lead to:

Higher customer retention
Increased product adoption
Improved operational efficiency

The Customer Journey

To truly elevate the customer experience, institutions must first understand it. That starts with mapping the modern customer journey—a path that’s no longer linear, but dynamic, digital, and deeply personal, but you hope will always leads them to becoming your customer

By identifying key touchpoints and moments that matter, institutions can deliver better services, better meet customer needs, and build lasting relationships.

Mapping the Customer Journey

1. Discovery and Research

Customers now mostly begin their journey online, researching financial products, comparing rates, and reading reviews. They expect transparency, educational content, and easy access to information.

2. Account Setup

Setting up a new account or app should be seamless and user-friendly. Mitigating lengthy forms and in-person requirements helps reduce friction and improve engagement.

3. Daily Engagement

Customers want easy real-time access to their accounts, personalized insights, and proactive alerts. Mobile apps, chatbots, and AI-driven tools might play a key role here, but you know your customers’ needs best. If they never want to interact with AI, you’ll need to plan to hire customer service agents.

4. Support and Problem Resolution

When issues arise, customers expect fast, empathetic, and omnichannel support. Whether it’s a live phone call to a person, quick exchange with a chatbot, or an in-person branch visit, the experience should be easy, consistent, and helpful— catering to customer preferences.

5. Loyalty and Advocacy

Satisfied customers become advocates (and stay for a while). They may even refer friends, leave positive reviews, and expand their relationship with the institution.

Key Trends Shaping Customer Experience in Financial Services

The following customer experience trends highlight where the industry is headed and what institutions could consider prioritizing to remain competitive and customer centric.

1. Hyper-Personalization

Customers often appreciate experiences tailored to their unique needs, behaviors, and goals. Many institutions are rapidly leveraging AI and data analytics to deliver personalized product recommendations, spending insights, and financial advice.

2. Omnichannel Engagement

Many of today’s customers move fluidly between channels, including mobile apps, websites, or branches. A seamless omnichannel experience ensures that no matter where or how a customer interacts, the services are consistent and connected.

3. AI and Automation

AI is taking the world by storm, and financial services are no exception. It’s transforming customer service across the industry—making interactions faster, smarter, and it can be more personalized than ever before. Chatbots can handle inbound inquiries, predictive analytics anticipate customer needs, and automation can speed up processes like loan approvals or fraud detection. But it can also be cold and unfeeling to someone who needs a human interaction to solve their issue.

4. Trust and Transparency

With growing concerns around data privacy and cybersecurity, trust is more important than ever. Beyond protecting customer data, this is about being proactive. When institutions are transparent about how they use data and communicate clearly, they are better positioned to build lasting trust with their customers.

5. Financial Wellness and Education

Customers want more than transactions! They want guidance. In fact, J.D. Power found that 42% of customers have major doubts about their financial literacy. That kind of uncertainty opens the door for institutions to step in and add real value, but first, they need to prove they’re credible enough for customers to trust and lean into that guidance. That’s why leading financial institutions are investing in tools, content, and personalized support that builds financial confidence and strengthens the customer relationship.

Turning Challenges into Opportunities

The future of customer experience in financial services is bright: more connected, more personalized, and more digital. But getting there takes work. Many institutions are navigating legacy systems, fragmented data, and evolving customer expectations.

The good news? Each challenge is also a chance to innovate and grow. Here are a few common areas where transformation can make a big impact:

Service consistency:
Delivering a seamless experience across branches, call centers, and digital platforms starts with connected systems and aligned processes. When everything works together, customers notice—and appreciate—the consistency.

Modernizing legacy systems:
Older infrastructure doesn’t have to hold you back. With the right strategy, institutions can modernize in phases, unlocking agility and making room for innovation without disrupting what’s already working.

Connecting the data dots:
Bringing customer data together across departments opens the door to smarter insights and more personalized experiences. It’s a powerful way to turn information into action.

Personalization at scale:
With the help of advanced analytics and real-time insights, institutions can move beyond “one size fits all” and start delivering experiences that feel tailor-made.

Building a customer-first culture:
Putting the customer at the center isn’t just about tools—it’s about mindset. When teams embrace customer-centric values, the shift can spark stronger collaboration, better service, and lasting impact.

To overcome these challenges, financial institutions need more than great tools; they need a game plan that centers their processes and technology around centers around the customer. Here are five key steps to help kick-start that transformation if you’re just scratching the surface.

Break Down Silos: Integrate systems and data sources to create a single, comprehensive view of the customer. This enables more coordinated service and better decision-making.

Invest in the Right Technology: Adopt tools that support automation, personalization, and real-time engagement—such as AI-powered chatbots, CRM platforms, and data analytics solutions.

Empower Your People: Equip employees with the training, tools, and authority they need to deliver consistent, empathetic service across all touchpoints.

Measure and Optimize: Use metrics like Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Effort Score (CES) to track performance and continuously refine and improve your efforts.

From Insight to Action: Elevate Your Customer Experience

As customer expectations continue to rise, it’ll be imperative for financial institutions to evolve with them. By tackling these challenges head-on—whether with the strategies we’ve shared or ones tailored to your institution—you’re doing more than improving operations. You’re creating experiences that feel personal, supportive, and genuinely valuable. And when customers feel that? They stick around, they trust you, and they see you as more than just a service provider—they see you as a partner in their financial journey.

If you’re scaling for compliance initiatives or seeking expert guidance on customer experience best practices, Insight Global’s tech services, talent solutions, and staffing services are here to help! We’ll partner with you to design and execute a seamless, future-ready customer experience strategy—whether that’s hiring experienced pros for your call center, helping you spot training and onboarding issues that lead to culture reductions, or overhauling your app to make it more user-friendly—and more. Insight Global, and our professional services division, Evergreen, can meet your challenges.

Connect with us today to speak with one of our experts and take the next step toward transformation.