2024 Bank Customer Experience Survey: US

FICO has conducted an in-depth study into the needs and preferences of banking customers across the United States, asking them what offerings they care about most, what makes them loyal to one bank above all others, and why good customer experience is as or more important to them than services and products.

Taking a sample of 1,000 bank customers across age and income demographics in the West, Midwest, Northeast, and South, our study touched on a number of key points, including:

1. What makes a bank a primary provider and what drives customer loyalty?
2. How do customers really feel about banks’ services and products?
3. How do they rate their customer experience?
4. How do they feel about offers and communications?