Fifth Third Earns Top Recognition in USA Today’s Inaugural Customer Service Study
Fifth Third Bancorp (Nasdaq: FITB) has reached a significant milestone in its long-standing commitment to customer-centric banking by earning a prestigious 5-star rating in USA Today’s inaugural America’s Best Customer Service for Financial Services study, a national evaluation designed to spotlight financial institutions that consistently deliver exceptional service experiences. The recognition places Fifth Third among an elite group of financial services providers that have distinguished themselves through reliability, responsiveness, and a deep understanding of customer needs at a time when expectations for banks are higher than ever. As consumers increasingly demand seamless, personalized, and accessible financial services across digital and physical channels, the study serves as a benchmark for identifying institutions that are successfully adapting to these evolving demands, and Fifth Third’s top-tier rating underscores the bank’s effectiveness in doing just that.
Recognition Rooted in Customer Trust and Feedback
What makes Fifth Third’s 5-star recognition especially meaningful is the fact that it is grounded directly in customer feedback rather than internal assessments or industry-only evaluations. The USA Today study relied on firsthand perspectives from U.S. customers who were asked to evaluate their financial service providers across a range of service dimensions that define high-quality customer experiences. These dimensions included friendliness and appreciation of customers, professional competence, overall customer service quality, and the availability and accessibility of services. Fifth Third’s strong performance across these criteria reflects a consistent ability to meet customers where they are, respond to their financial needs with clarity and empathy, and provide dependable support regardless of channel or circumstance. In an industry where trust is both essential and hard-earned, this customer-driven validation reinforces Fifth Third’s position as a relationship-focused institution.
Leadership Perspective on Customer-Centered Banking
Fifth Third’s leadership team views the recognition as a powerful affirmation of the bank’s long-term strategy and values. Jamie Leonard, Chief Operating Officer at Fifth Third, emphasized that the honor carries particular weight because it comes directly from customers who interact with the bank every day. According to Leonard, Fifth Third’s identity as a relationship bank is rooted in its commitment to understanding customers as individuals and delivering personalized experiences that go beyond transactional interactions. The confidence expressed by customers through the study validates the efforts of employees across the organization who work daily to ensure that customers receive consistent, positive experiences whether they are visiting a financial center, engaging through digital channels, or seeking support through customer service teams. This leadership perspective highlights the cultural importance Fifth Third places on service excellence as a core component of its operational philosophy.
The “One Bank” Vision and Its Role in Service Excellence
At the heart of Fifth Third’s customer service success is its vision to be the “One Bank” people most value and trust. This vision guides strategic decision-making across the organization, influencing everything from technology investments to branch design and employee training. By aligning all aspects of the business around a unified service philosophy, Fifth Third aims to eliminate friction, reduce complexity, and create a cohesive experience for customers regardless of how or where they engage with the bank. The 5-star rating from USA Today reflects the effectiveness of this integrated approach, demonstrating that customers recognize and appreciate the consistency and reliability that come from a well-executed One Bank strategy.
Measuring Service Quality Through a Comprehensive National Study
USA Today’s America’s Best Customer Service for Financial Services study is notable for its scale and methodological rigor. The nationwide survey interviewed more than 31,000 U.S. customers between September 2025 and October 2025 using multiple online access panels to ensure a diverse and representative sample. Participants were asked to share their experiences with financial service providers, offering insights into how institutions perform across key service dimensions that matter most to customers. In addition to the primary survey, the study incorporated extensive desk research and analyzed more than 75,000 company reviews submitted by over 25,000 customers in previous studies conducted in 2023 and 2024. Wherever possible, online reviews were also collected to capture broader customer sentiment, allowing the study to measure not just isolated experiences but sustained commitment to service excellence over time. This comprehensive methodology lends significant credibility to Fifth Third’s 5-star rating.
Continuous Investment in Best-in-Class Customer Experiences
Fifth Third’s recognition did not happen by chance but is the result of sustained investments in people, technology, and infrastructure designed to enhance the customer journey. The bank has modernized its financial center designs to create more welcoming, efficient, and customer-friendly environments that support both traditional banking needs and advisory-based interactions. These redesigned spaces are intended to foster stronger relationships by enabling more meaningful conversations between customers and bankers, rather than focusing solely on transactional activities. At the same time, Fifth Third has expanded its geographic presence across the United States, ensuring that more customers can access its services while benefiting from consistent service standards regardless of location.
Digital Innovation as a Pillar of Customer Satisfaction
In parallel with its physical expansion, Fifth Third has made significant strides in digital innovation to meet the needs of an increasingly tech-savvy customer base. Central to these efforts is Jeanie®, the bank’s always-on virtual banking assistant, which continues to evolve through continuous enhancements aimed at improving responsiveness, accuracy, and usability. Jeanie® provides customers with immediate access to information, support, and guidance, reducing wait times and enabling faster resolution of common banking inquiries. Alongside this virtual assistant, Fifth Third’s award-winning digital banking tools offer customers faster, easier, and more secure access to their money, empowering them to manage their finances with confidence and convenience. These digital capabilities play a critical role in delivering the seamless, omnichannel experience that modern customers expect.
Balancing Personalization and Scale
One of the challenges facing large financial institutions is balancing personalized service with the efficiency required to operate at scale. Fifth Third’s approach demonstrates that these goals are not mutually exclusive. By leveraging data insights, advanced technology, and well-trained employees, the bank aims to deliver tailored experiences that reflect individual customer needs while maintaining operational consistency across its growing footprint. The strong customer feedback captured in the USA Today study suggests that Fifth Third has been successful in striking this balance, offering personalized attention without sacrificing accessibility or reliability.
Extending the Customer Experience Through Strategic Integration
Looking ahead, Fifth Third plans to extend its customer-focused approach to a broader audience as it integrates Comerica customers later this year. The integration is expected to result in the formation of the ninth-largest U.S. bank, significantly expanding Fifth Third’s scale and reach. Importantly, the bank has emphasized that maintaining and enhancing the customer experience will be a top priority throughout the integration process. By applying its proven service standards, digital capabilities, and relationship-driven philosophy to the expanded customer base, Fifth Third aims to ensure a smooth transition that preserves trust and continuity for both existing and new customers. This forward-looking strategy underscores the bank’s confidence in its service model and its commitment to delivering consistent excellence even during periods of transformation.
Employee Engagement as a Driver of Service Quality
Behind Fifth Third’s customer service achievements is a workforce that plays a central role in bringing the bank’s values to life. Employees across all levels are empowered and encouraged to put customers first, supported by training programs, tools, and a culture that prioritizes empathy and accountability. The recognition from USA Today serves as an acknowledgment of these employees’ efforts, reinforcing the idea that exceptional customer experiences are built through everyday interactions and a shared commitment to excellence. By investing in employee engagement and development, Fifth Third strengthens its ability to deliver on its customer promises over the long term.
Building Long-Term Relationships in a Competitive Landscape
The financial services industry is highly competitive, with customers having more choices than ever before. In this environment, service quality has become a key differentiator that influences customer loyalty, retention, and advocacy. Fifth Third’s 5-star rating highlights its success in building long-term relationships based on trust, transparency, and consistent performance. Rather than competing solely on products or pricing, the bank’s emphasis on service excellence positions it as a trusted financial partner that customers can rely on throughout different stages of their financial lives.
Reinforcing Brand Trust Through Independent Validation
Independent recognition from a widely respected publication like USA Today carries significant weight in reinforcing brand trust. For customers, it provides reassurance that their positive experiences are shared by others and recognized at a national level. For prospective customers, it offers an objective indicator of service quality that can inform their choice of financial provider. For Fifth Third, the recognition serves as both validation of past efforts and motivation to continue raising the bar for customer service in the years ahead.
A Foundation for Future Growth and Innovation
As Fifth Third looks to the future, the principles that earned it a 5-star customer service rating will continue to guide its growth and innovation strategies. By staying focused on customer needs, investing in technology and talent, and maintaining a clear vision centered on trust and value, the bank is well-positioned to navigate ongoing changes in the financial services landscape. The USA Today recognition is not just a reflection of current performance but a foundation upon which Fifth Third can build continued success, deeper relationships, and sustained customer loyalty in an increasingly dynamic industry.
About Fifth Third
Fifth Third is a bank that’s as long on innovation as it is on history. Since 1858, we’ve been helping individuals, families, businesses and communities grow through smart financial services that improve lives. Our list of firsts is extensive, and it’s one that continues to expand as we explore the intersection of tech-driven innovation, dedicated people and focused community impact. Fifth Third is one of the few U.S.-based banks to have been named among Ethisphere’s World’s Most Ethical Companies® for several years. With a commitment to taking care of our customers, employees, communities and shareholders, our goal is not only to be the nation’s highest performing regional bank, but to be the bank people most value and trust.
Fifth Third Bank, National Association is a federally chartered institution. Fifth Third Bancorp is the indirect parent company of Fifth Third Bank and its common stock is traded on the NASDAQ® Global Select Market under the symbol “FITB.” Investor information and press releases can be viewed at www.53.com. Deposit and credit products provided by Fifth Third Bank, National Association. Member FDIC.
