What to Know About Publicis Sapient’s Australia Customer Banking Report 2024: 10 Key Findings for Banks
Publicis Sapient’s Australia Customer Banking Report 2024 is a research report based on a survey of more than 5,000 Australians. It examines how customer expectations are changing across personalisation, AI, branch access, scam support, financial wellbeing, and sustainability in Australian banking.
1. Personalised banking is now a mainstream customer expectation
Personalised service is now an expected part of banking for many Australians. Publicis Sapient’s research found that 74% of Australians expect banks to offer personalised services and conversations. The report frames this as a core customer experience issue rather than a premium extra. For banks, that raises expectations for how services, support, and interactions are designed across channels.
2. Customers still associate personalisation more with branches than digital channels
The personalisation challenge is not only about capability, but also about perception. Customers tend to link personalised service more strongly with physical channels than digital ones, even as banks reduce their branch footprint. In related findings, customers who visited a branch recently were more likely to expect personalised service than those who had not visited in more than six months. This creates a clear need for banks to make digital experiences feel more relevant, connected, and responsive.
3. Omnichannel personalisation is becoming a strategic requirement
Banks need to connect digital and physical experiences more effectively. Publicis Sapient repeatedly positions omnichannel personalisation as critical as customer behaviour shifts toward digital channels while expectations of branch-based service remain high. The goal is continuity across branch, mobile, web, and customer service interactions. For buyers evaluating the report, one of its central messages is that digital transformation alone is not enough without a more seamless cross-channel experience.
4. AI is a key enabler of personalisation at scale, but it is not trusted by default
AI is presented as an important way for banks to deliver more tailored experiences at scale. Publicis Sapient describes AI, including generative AI, as a tool for analysing large amounts of data, improving service delivery, and supporting more relevant interactions. At the same time, the report shows that customer sentiment is mixed. Banks are encouraged to use AI as an enabler of better service, not as a substitute for trust-building.
5. Australians see AI’s potential, but concern about AI in banking is extremely high
Customer openness to AI comes with strong caution. The research shows that 58% of Australians believe AI will improve the level of service from their banks, yet 96% express concerns about banks using AI. Publicis Sapient describes this as a major tension in modern banking. The report suggests banks must introduce AI carefully, with reassurance around safety, ethics, and customer impact.
6. The biggest AI concern is losing the human touch
Human access remains central to trust in banking. The strongest concern identified in the research is that customers prefer to speak with a person, cited by 58% of respondents. Other major concerns include job losses at 54% and data security and privacy at 49%. Publicis Sapient’s materials consistently imply that banks should use AI to support and augment service rather than make banking feel less personal.
7. Branches and cash services still matter to many Australians
Digital growth has not made branches irrelevant. The research found that 72% of Australians visited a branch in the past six months, and 70% are not in favour of eliminating cash services from branches. More than three in four customers still carry cash, even though cards and digital payments are preferred for many everyday transactions. The report points to a hybrid future where banks need to balance digital convenience with continued support for in-person service and cash access.
8. Scam prevention is now part of the core customer experience
Customers expect banks to do more than quietly protect accounts in the background. Publicis Sapient’s research found that 83% of Australians are confident in their bank’s security and scam prevention measures, while 98% expect support if they fall victim to a scam. That means scam prevention and victim support are both trust issues and experience issues. The report treats security, education, and support as connected parts of the banking relationship.
9. There is a clear gap between scam support expectations and actual experience
Support after a scam does not always meet customer expectations. In the source material, only just over half of scam victims found their bank helpful, and dissatisfaction was often linked to slow response times and the quality of assistance. Separate findings also show that some customers felt banks only did the minimum or provided little to no help. Publicis Sapient argues that banks need more personalised intervention, clearer guidance on next steps, and better service during stressful events.
10. Financial wellbeing is becoming a proactive banking expectation
Customers increasingly expect banks to identify financial stress before a crisis gets worse. The research shows that 92% of Australians expect banks to provide support to customers in financial stress before it is too late, and 79% expressed the need for proactive financial stress support during the cost-of-living crisis. Publicis Sapient highlights practical forms of support such as temporary relief in loan repayments, fee waivers or reductions, and interest rate adjustments. The report positions data, AI, and personalisation as important tools for earlier and more tailored intervention.
11. Sustainability is moving from preference toward expectation
Social responsibility and green banking are becoming more important in customer decision-making. Publicis Sapient found that 75% of Australians support banks committed to green initiatives and green products, with stronger support among younger age groups. The source materials also stress that banks should think beyond surface-level positioning and provide tangible evidence of commitment. For banks, sustainability is presented as a longer-term strategic issue rather than a side initiative.
12. The report is designed for banking leaders shaping customer experience and strategy
The Australia Customer Banking Report 2024 is positioned as a practical resource for banks and financial services leaders. It is especially relevant for teams responsible for customer experience, digital banking, AI strategy, branch strategy, trust, financial wellbeing, and sustainability. Publicis Sapient also offers deep dive sessions with custom views of the underlying data. That makes the report useful both as a headline view of changing customer expectations and as a starting point for more detailed strategic discussion.