The retail banking landscape is evolving faster than ever, with technology in the banking industry transforming operations and customer expectations rapidly changing. As a result, competition is accelerating, neobanks versus traditional banks, with new-age providers excelling at acquiring and engaging urban digital-first banking clients through customer-focused solutions. At the same time, the growth of instant payments and alternative payments methods such as digital wallets is transforming the banking landscape and putting pressure on banks’ traditional revenue streams.
The World Retail Banking Report 2025 reflects the views of 8,000 banking industry customers who were asked about their financial journeys and banking preferences, products (especially cards), and services; as well as 700 banking employees, from sales and marketing teams. Both groups included survey respondents across 11 markets that represent all regions of the globe – the Americas, Europe, and Asia-Pacific. In addition, the report includes insights from 200 focused interviews and surveys with senior executives of leading banks from around the world.
Our retail banking report’s analysis suggests that banks struggle to convert prospects into customers, and then after conversion fall short of delighting them – only 26% of customers are satisfied with their current banking experiences related to cards.1 In response, banks need a new approach to creating seamless and interconnected customer journeys. Adopting a flywheel strategy can offer a transformative pathway to strengthen card customer relationships and unlock new revenue streams:
- Attract: Capture attention in a competitive market by offering differentiated card benefits and leveraging digital platforms; integrate personalized rewards and exclusive perks to ensure new customers see tangible value from the outset.
- Engage: Seamless customer experiences – whether through personalized communication, real-time support, or tailored rewards – strengthen engagement; this builds trust, encouraging cardholders to explore additional products and services.
- Delight: Aspirational, exclusive, and personalized rewards foster long-term loyalty, and customers who feel valued are likelier to recommend the bank to their networks.
By positioning cards as more than payment orchestration tools, banks can secure a prominent place in customers’ wallets, deliver delight through personalized, experience-driven solutions, and unlock opportunities for deepening customer relationships across a broader portfolio of products and services.
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