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Technology Retail in Australia

  Technology Retail in Australia

  • Sector average score 56 Technology Retail in Australia
  • Knowledge & Expertise 55
  • Style of Communication 55
  • Speed of Resolving Problems 58
  • Valuing the Customer 60

Unlike the US and the UK Technology Retail markets, there is a clear leader for Customer Effort in Australia this wave.

And that’s Office Works, which has held the position consistently since the CEI began recording in 2023.

JB Hi-Fi ranks second, as it has similarly held all year and Apple retains third position, which it took in Q2 2024.

Harvey Norman remains at fifth, down from third in Q1 – a position it now shares with Amazon.

There have been interesting developments at the bottom of the table too. Dick Smith is no longer in last place, climbing two spots to 9th after making incremental gains in two of the four pillars.

 
Rank
Brand
Effort
i
  Effort

The Overall Effort Score is calculated using modelling on the results recorded in each of the four pillars

  Score breakdown Hide
Knowledge
&
Expertise
i
  Knowledge & Expertise

Having knowledgable customer service agents that can clearly explain details to customers impacts the score in the ‘Knowledge & Expertise’ pillar

Style
of
Communication
i
  Style of Communication

How polite customer service staff are and whether they can communicate in a customers’ chosen language contribute to ‘Style of Communication’ 

Speed
of
Resolving
Problems
i
  Speed of Resolving Problems

A quick resolution and short holding times ensure a strong ‘Speed Solving the Problem’ score

Valuing
the
Customer
i
  Valuing the Customer

Companies that make their customers feel valued and understand their needs perform well in the ‘Understanding & Valuing the Customer’ pillar

NPS
i
  NPS

NPS scores can be used to compare and contrast with Effort for an additional perspective

1
Office works
63
   
Knowledge & Expertise 60
Style of Communication 67
Speed of Resolving Problems 63
Valuing the Customer 65
NPS 26
2
JB HI-FI
62
   
Knowledge & Expertise 61
Style of Communication 65
Speed of Resolving Problems 60
Valuing the Customer 64
NPS 25
3
Apple iPhone, iPad, Mac)
59
   
Knowledge & Expertise 60
Style of Communication 62
Speed of Resolving Problems 57
Valuing the Customer 61
NPS 23
3
The Good Guys
59
   
Knowledge & Expertise 57
Style of Communication 63
Speed of Resolving Problems 58
Valuing the Customer 61
NPS 7
5
Amazon
57
   
Knowledge & Expertise 55
Style of Communication 60
Speed of Resolving Problems 56
Valuing the Customer 60
NPS 11
5
Harvey Norman
57
   
Knowledge & Expertise 56
Style of Communication 61
Speed of Resolving Problems 54
Valuing the Customer 58
NPS -2
7
Samsung
55
   
Knowledge & Expertise 55
Style of Communication 59
Speed of Resolving Problems 51
Valuing the Customer 56
NPS 25
8
Dell
48
   
Knowledge & Expertise 49
Style of Communication 49
Speed of Resolving Problems 45
Valuing the Customer 50
NPS -25
9
Dick Smith / Kogan.com
47
   
Knowledge & Expertise 45
Style of Communication 50
Speed of Resolving Problems 48
Valuing the Customer 50
NPS -36
10
Microsoft
46
   
Knowledge & Expertise 47
Style of Communication 54
Speed of Resolving Problems 41
Valuing the Customer 48
NPS 11
11
HP
44
   
Knowledge & Expertise 42
Style of Communication 49
Speed of Resolving Problems 41
Valuing the Customer 49
NPS -12
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Last updated: Oct 2024 Next update: Jan 2025
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  Office works

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  JB HI-FI

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  Apple iPhone, iPad, Mac)

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  The Good Guys

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  Amazon

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  Harvey Norman

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  Samsung

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  Dell

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  Dick Smith / Kogan.com

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  Microsoft

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  HP

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Last updated: Oct 2024 Next update: Jan 2025
  • Office Works’ total domination across all four pillars is upset by JB Hi-FI ranking higher than the firm in the Knowledge & Expertise pillar.
We say Considering how crucial this is to the Tech Retail market – Office Works should implement methods and solutions to firmly take that top spot in 2025.
Image 05

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. 

ContactEngine sponsors the Customer Effort Index

ContactEngine believes that a great customer experience is an effortless one, where life is made as easy as possible for the customer. ContactEngine commissioned the Customer Effort Index to measure how real people perceive the effort it takes to be a customer of some of the leading brands in the world. By enabling a comparison of effort not only within an industry, but across industries, we can identify and learn from the brands who lead on making it easy for their customers to do business with them.

visit contactengine