Every customer journey is a chance to boost customers’ perception of your brand, but not all journeys do. Nearly half (47%) of UK banking customers opening a bank account say the journey improved their view of the brand, yet 49% of customers’ perceptions of the brand remain unchanged. Only 21% of customers paying a bill or sending money report improved brand perception, while 78% were unmoved. While very few customers report that their brand perception worsened after any journey, UK banks must identify opportunities to evoke positive emotions in journeys and improve customers’ brand perception.