AI and Personalization: The Future of CX in Financial Services According to Salesforce

[mdabuhasan]

The financial sector is undergoing an unprecedented transformation, driven by Artificial Intelligence and increasingly high consumer expectations. According to the Salesforce Connected Financial Services report , based on a survey of 6,058 financial institution customers worldwide, including 500 in Italy, key trends emerge that companies cannot ignore.

Financial Security and Customer Experience: Consumers Want More
Economic uncertainty is changing the telegram data relationship between customers and financial institutions. 42% of consumers feel less financially secure than they did a year ago, and 79% believe their bank or insurance company has not helped them adequately prepare for economic challenges. It’s no surprise that the search for better service has become a priority: 25% of customers have switched banks in the past year, while more than a third have switched insurance or wealth managers, mostly because of a poor digital experience.

Demonstrating how much user experience matters, 36% of Italians say they would stay with a provider that offers excellent service, even if fees increased, a percentage that rises to 47% among those with a higher income. However, customers are demanding a balance between digital and human contact: 62% would change financial institutions if they felt they were treated like a number rather than a person.

High expectations, limited trust
According to the report, 36% of Italians believe that AI will have a greater impact on financial services than other sectors, with a peak among Millennials (49%) and Gen Z (52%). Consumers see AI as an opportunity to prevent fraud, reduce costs, and simplify routine operations.