The financial services industry has a history of reliance on human interaction for customer support, but this legacy shouldn’t stand in the way of innovation: the landscape is rapidly evolving.

The Zendesk CX Trends 2024 Report highlights the top 10 trends that are most important to creating a positive CX. The financial services industry has long been a custodian of sensitive data, but with the mass adoption of generative AI, the question of customer trust in data security has become paramount.

The Zendesk CX Trends 2024 Report highlights the top 10 trends that are most important to creating a positive CX. The transformative power of AI is at the heart of this year’s trends, with the capacity to improve all aspects of the customer journey, and in turn, enhance CX.

Customer experience is a constant priority within all areas of the financial services industry, but with the introduction of regulations like Consumer Duty, more demand for transparency from customers and an ever-growing focus on digital experiences, the area is undergoing significant transformation.