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 expected by many Australian banking customers. Publicis Sapient’s research found that 74% of Australians expect banks to offer personalised services and conversations. The report frames personalisation as a core customer experience requirement rather than a premium extra. For banks, this raises the standard for how services, support, and interactions are designed.
2. Customers still associate personalisation more with branches than digital channels
The personalisation challenge is not only about capability, but also about customer perception. The source materials say customers tend to connect personalised service more strongly with physical channels than digital ones. In related findings, customers who had visited a physical branch recently were more likely to expect personalised service than those who had not visited in more than six months. This creates a clear gap for banks trying to make digital experiences feel equally relevant and responsive.
3. Omnichannel personalisation is becoming a strategic requirement
Banks need to connect physical and digital experiences more effectively. Publicis Sapient repeatedly describes omnichannel personalisation as critical as customer behaviour shifts toward digital channels while expectations of branches remain strong. The report points to the need for seamless experiences across channels rather than isolated digital improvements. The implication is that banks must make digital service feel connected, contextual, and continuous.
4. AI is positioned as a key enabler of personalisation at scale
AI is presented as a practical way for banks to deliver more tailored experiences across a large customer base. The source materials describe AI, including generative AI, as useful for analysing large amounts of data, improving service delivery, and supporting more relevant interactions. Publicis Sapient positions AI as an enabler that builds on existing investments in customer data and digital capabilities. The emphasis is on using AI to improve customer experience and operational efficiency, not adopting AI for its own sake.
5. Customers see AI’s potential, but concern remains extremely high
Australian customers are open to AI in banking, but they are also highly cautious. The research says 58% of Australians believe AI will improve the level of service from their banks, while 96% express concerns about banks using AI. Publicis Sapient describes this as a major tension in the market. For banks, that means AI adoption must be paired with reassurance, transparency, and careful implementation.
6. The biggest AI concern is losing the human touch
The strongest customer concern about AI in banking is reduced access to human support. The research found that 58% of Australians prefer to speak with a person, while other major concerns include job losses at 54% and data security and privacy at 49%. The source materials also note that customers are frustrated when AI cannot understand or resolve issues as a human would. This reinforces the need for banks to use AI to support 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. Publicis Sapient’s 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 suggests banks need a future model that balances digital convenience with continued physical access and cash-related services.
8. Scam prevention is only part of the job; customers also expect meaningful support
Customers expect banks to protect them and to help them if something goes wrong. The source materials say 83% of Australians are confident in their bank’s security and scam prevention measures, while 98% expect banks to offer support if they fall victim to a scam. Publicis Sapient makes clear that this is both a fraud issue and a customer experience issue. Banks are expected to provide reassurance, guidance, and practical assistance during stressful events.
9. There is a clear gap between scam support expectations and actual experience
Current scam support does not always meet customer expectations. In the source materials, only just over half of scam victims found their banks helpful, and dissatisfaction was linked in part to slow response times and the quality of assistance. Another related source says only 35% found their banks completely helpful, while some said banks did only the minimum or provided little help at all. Publicis Sapient argues that banks need more personalised intervention, better education, and clearer support through next steps.
10. Financial wellbeing has become a proactive banking expectation
Customers increasingly expect banks to identify and respond to financial stress before a crisis worsens. The research found 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 support in the cost-of-living crisis. The source materials highlight practical forms of support such as flexibility or temporary relief in loan repayment terms, fee waivers or reductions, and interest rate adjustments. Publicis Sapient frames this as an area where data, AI, and personalisation can help banks intervene earlier.
11. Sustainability is becoming more important, especially for younger customers
Social responsibility and green banking are becoming more significant in customer decision-making. The report found that 75% of Australians support a bank committed to green initiatives and green products, with stronger support among younger age groups. Publicis Sapient says banks should think beyond existing products and consider longer-term social and environmental options as part of growth strategy. The materials also warn that banks need tangible evidence of commitment rather than superficial positioning.
12. The report is designed for banking leaders shaping customer experience and strategy
Publicis Sapient positions the Australia Customer Banking Report 2024 as a research resource for banks and financial services leaders. The report 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 that provide exclusive custom views of the underlying report data. That makes the report useful both as a high-level view of market expectations and as a basis for more detailed strategic discussion.