Nationwide - Nice

Financial Services in the UK

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Nationwide overall Effort Score

last Quarter

Sector Effort Score benchmark

last Quarter

Brand analysis

Nationwide has once again shaken off the competition.

The brand has sat at the top of the Financial Services in the UK table for seven straight quarters now, but alarm bells rang last wave as First Direct caught up to share the space. In Q3 2025, Nationwide has added +2 to its Overall Effort Score, while First Direct's score remained flat.

Nationwide also added +2 to its scores in the Valuing the Customer and Speed of Resolving Problems pillars and +1 in Knowledge & Expertise. Style of Communication remains flat, but with nearly two thirds of customers describing its customer service agents politeness as ‘excellent’ – it is a plateau at a market-leading level.

Nationwide is a brand that has truly embraced AI in its customer service. According to Microsoft UK Stories, by using GPT-4 within Azure OpenAI to help generate letters, Nationwide average response times have dropped from 45 minutes to 10-15 – an efficiency improvement of around 66%.

The company was recently recognised with the prestigious Best Use of Customer Insight award at the Institute of Customer Service Awards 2025. This achievement, made possible through its partnerships with Medallia Inc., the global leader in customer and employee experience, and Kantar, underscores the company's deep-rooted focus on the needs of its customers.

Style of Communication

last quarter

62% say the politeness of their customer service agents is 'excellent'

58% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

Knowledge & Expertise

last quarter

59% rate the expertise of the customer service agent as 'excellent'

57% say the way details were clearly explained to them was 'excellent'

60% rate how well the customer service agent understood their particular problem or question as 'excellent'

Valuing the Customer

last quarter

53% rate this brand as 'excellent' for how they made them feel valued/important as a customer

55% say the way they understood their needs was 'excellent'

76% say they were 'very satisfied' with the outcome of their communication or contact

Speed of Resolving Problems

last quarter

49% rate how easy it was to find the information they wanted on the website/app as 'excellent'

58% rate how they were able to achieve what they set out to do, or resolve their issue, with the first agent they contacted as "excellent"

67% say they made it ‘very easy’ to achieve what they set out to do