Banks: New Services Customers Are Demanding

The French have a wide range of expectations for the banking of the future, and these expectations touch on several aspects of the banking relationship.
 

First and foremost, digital transformation is a major challenge for banks. An increasing number of customers are using online services and preferring mobile apps to manage their accounts. According to a study by the consulting firm mc2i, 87% of customers prefer mobile apps—a trend that has risen by 5 percentage points compared to 2023. Customers also want more intuitive sign-up processes and advanced features such as digital, customizable PINs, instant transfers, cardless cash withdrawals, split payments, and more.
 

Second, societal expectations among banking customers are changing. Customers are increasingly mindful of banks’ CSR commitments. According to the study, 17% of customers consider environmental responsibility to be an important factor in choosing a bank, a proportion that is up 3 percentage points from 2023. 

In addition, 73% of customers believe it is important for their bank to reduce its carbon footprint. However, 50% of them perceive their bank’s CSR commitment as insufficient. Customers are ready to take action: half of them (48%) consider environmental responsibility to be an important factor in their savings decisions. Banks must therefore adopt sustainable practices, offer responsible investment products, and step up their communications about CSR initiatives to meet this growing demand.
 

In addition, customers expect innovative solutions to simplify their daily lives and meet their needs. They are looking for more personalized advice and tailored offerings that are adapted to their profiles, aspirations, and life plans—whether it involves investing, saving, or buying a home. 

Banking relationships are also evolving through new usage patterns: the appeal of enhanced offerings is reflected in a growing interest in savings advice provided by artificial intelligence, with 46% of customers expressing interest. Furthermore, 39% of them are open to receiving investment advice from AI, a figure that rises to 61% among those under 35. The solutions of the future, such as those offered by Open Banking and Open Finance, are generating particular interest, especially among young professionals and the customers of tomorrow.
 

However, despite these changes, the fundamentals remain essential. The factors that most influence customer satisfaction with their bank are the quality of customer service, pricing policies, and the ability to provide security. Customers therefore expect the bank of the future to be more digital, more responsible, and more innovative—but without neglecting the fundamental aspects of the banking relationship.