Customer satisfaction to increase sharply in the banking sector in 2024, but with a contrast depending on the region

The average sector score now stands at 4,55/5, compared to a historical average score of 3,98, a jump of +14,44%. In this 12-month dynamic, 3 networks particularly stand out at the national level: LCL, BNP Paribas and Crédit Agricole occupy the first 3 steps of the podium. However, to measure user satisfaction with this essential local service that is banking, VASANO took its analysis further and observed the results region by region, an approach that reveals many disparities.

Proximity, responsiveness, listening: 3 pillars of a banking experience praised in Google reviews

VASANO focused on deciphering the feelings expressed by customers on four major dimensions: human relations, reachability, personalization of service and the ability to provide follow-up.

Human interaction remains the primary pillar of the banking experience. Customers clearly express their feelings about the welcome, the attention paid to their needs, and the quality of the interaction. In this regard, Crédit Agricole clearly stands out, with 28% positive reviews. BNP Paribas is not far behind, with 27,7% positive reviews, followed by LCL, which has the lowest rate of criticism in the sector (1,61%), demonstrating a strong connection with its customers.

The second major expectation: reachability. Customers today expect banks to be accessible by phone and online, and within reasonable waiting times. On this point, LCL once again stands out with the highest percentage of positive reviews (10,65%), followed closely by Crédit Agricole (10,63%) and BNP Paribas (9,90%).

As for service personalization, it is often cited as a strong indicator of the quality of the banking experience. The expectation is clear: customers want to feel listened to. While BNP Paribas (2,95% positive reviews) and Crédit Agricole (2,90%) obtain the best scores in this area, it is LCL that displays the lowest rate of negative feelings (0,17%), reflecting the particularly appreciated personalized support.

Finally, callbacks and resumption of contact are strong signals of advisors' commitment to customer relations. They reflect a brand's ability to follow up with its customers over time and not leave a request unanswered. Crédit Agricole (4,83%), LCL (4,71%), and BNP Paribas (4,45%) dominate this ranking, with low percentages of negative reviews (all below 0,40%).

Satisfaction varies by region: Corsica at the forefront

While the national results provide an overview, VASANO's regional analysis reveals significant contrasts in perceptions of banks across regions. Behind the overall average of 4,55 out of 5, some regions recorded much higher scores, while others struggled to meet expected standards.

Corsica garners the best customer feedback across all regions, with an average score of 4,78/5. This exceptional result is explained by the consistent performance of the networks present: Crédit Mutuel achieved 4,91, LCL 4,89, and Crédit Agricole 4,86, embodying rare relational excellence. These scores reflect strong territorial proximity and a relationship of trust rooted in the local fabric.

In second place in the ranking, Pays de la Loire received a score of 4,67/5. Here too, Crédit Agricole dominates, followed by BNP Paribas and LCL. The high satisfaction rates are part of a deeply rooted historical logic of banking and the ability of branches to maintain a direct connection with their customers.

In Provence-Alpes-Côte d'Azur, the 3rd region in the ranking (4,63/5), the gaps are more marked depending on the networks, but several banks are posting solid performances, in particular BNP Paribas and LCL.

Normandy (4,61/5) and Auvergne-Rhône-Alpes (4,60/5) complete the top 5. In these regions, LCL confirms its dominance, often at the top of the ranking, illustrating an effective regional strategy, based on relational consistency and responsiveness.

The northern and eastern regions, on the other hand, recorded more mixed performances. The Grand Est and Bourgogne-Franche-Comté regions, both with 4,45/5, brought up the rear of the national ranking. These below-average scores are explained in particular by less favorable feedback on the quality of service and the monitoring capacity in certain branches. In the Grand Est region, only LCL (4,80) truly stood out.

The study also highlights a strong intra-regional variability: in Brittany, BNP Paribas (4,84) ​​and LCL (4,81) excel, while La Banque Postale (3,63) remains behind. In Centre-Val de Loire, the gaps are just as marked, with a differential of more than one point between LCL (4,80) and La Banque Postale (3,48).

Detailed ranking by region

• 1. CORSICA: 4,78
• 2. COUNTRY OF THE LOIRE: 4,67
• 3. PROVENCE-ALPES-COTE D’AZUR: 4,63
• 4. NORMANDY: 4,61
• 5. AUVERGNE-RHONE-ALPES: 4,60
• 6. NEW AQUITAINE: 4,59
• 7. ILE-DE-FRANCE: 4,58
• 8. BRITTANY: 4,57
• 9. CENTRE-VAL DE LOIRE: 4,54
• 10. OCCITANIA: 4,52
• 11. HAUTS-DE-FRANCE: 4,49
• 12. GRAND EST 4,45 tied BOURGOGNE-FRANCHE-COMTE: 4,45

For Marlène Berger, co-founder of VASANO: "The transformation underway in banking customer relations, where the quality of reception, responsiveness and individualization of service have become fundamental expectations, is not yet uniform: some banks are using it as a lever for differentiation, while others are still struggling to change their perceived image."

Illustrative image of the article via Depositphotos.com.