Financial Services in the US

Sector average score

Knowledge & Expertise

Style of Communication

Speed of Resolving Problems

Valuing the Customer

Financial Services in the US has a new Customer Effort market leader.

USAA Bank has taken the top spot for the first time ever, knocking Q4 2024’s frontrunner Chase down into second and bumping US Bank from second to third.

It’s a victory by the thinnest of margins however, with USAA Bank not clearly winning in any CEI pillar. The Overall Effort Score and its pillars do have decimals but for the sake of clarity, we round to the nearest whole number on charts.

Lower down the table, our congratulations go out to the CX teams at Bank of America and PNC, who have also advanced on their rankings in Q4 2024.

The majority of the brands in the Financial Services in the US table increased their scores from last time, with Truist and Capital One the only brands whose scores decreased.

Executive Summary

How to use this Index

Last updated: Jan 2025

Next update: Apr 2025

Executive summary

When your finances are on the line, speed is everything. ‘Speed of Resolving Problems’ is the most competitive pillar in the Financial Services in the US table, with just five points separating the top 10 brands.
We say

Long hold times and having key information difficult to find on your website and app are score killers in this pillar. Financial Services brands should focus on implementing CX innovations to surface crucial information for consumers when they need it most.

How to use the Customer Effort Index

Customer Effort Scores for the quarter are presented in the rankings, ordered by highest Overall Effort Score first, to show which brand scored highest with its customers for that period. Individual brand ratings against the four pillars take us underneath that Overall Effort Score, with brand-specific explanatory analysis from the CEI Editorial team.

You can use the display above to toggle between score, ranking and individual pillars. Clicking 'Performance Tracker' enables you to analyse the performance over time.

The Customer Effort Index is calculated using a self-referential scale that is recomputed every wave based on what the minimum and maximum values are. This enables us to see how each brand is performing compared to the others within the data set. See About for more on the methodology.