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Telecommunications in Australia

  Telecommunications in Australia

  • Sector average score 47 Telecommunications in Australia
  • Knowledge & Expertise 41
  • Style of Communication 44
  • Speed of Resolving Problems 39
  • Valuing the Customer 45

It’s four straight quarters at the top for Vodafone in the Australian Telecommunications market. Considering that this quarter it has reached the top spot in the UK too, it can be considered as a true market leader for Customer Effort.

Commiserations this month go to Windstream, which has dropped two places from second to fourth this quarter after its Overall Effort Score decreased by 10%. Its loss was Telstra and TPG’s gain, now at second and third despite adding negligible or no increase to their Overall Effort Score wave on wave.

Vodafone leads the way in all four pillars, but one is notably closer than others. Style of Communication is tight at the top with just two points in it, a key area of focus for Australian Telecommunication operators for 2025.

Windstream’s most positive result can be found in the Valuing the Customer pillar, where it is still 2nd, despite a wave-on-wave drop of -5.

 

 
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
Vodafone
54
   
Knowledge & Expertise 54
Style of Communication 59
Speed of Resolving Problems 50
Valuing the Customer 55
NPS -28
2
Telstra
47
   
Knowledge & Expertise 47
Style of Communication 57
Speed of Resolving Problems 41
Valuing the Customer 47
NPS 11
3
TPG
45
   
Knowledge & Expertise 44
Style of Communication 55
Speed of Resolving Problems 40
Valuing the Customer 46
NPS -40
4
Windstream
44
   
Knowledge & Expertise 44
Style of Communication 46
Speed of Resolving Problems 38
Valuing the Customer 50
NPS 24
5
Optus
37
   
Knowledge & Expertise 38
Style of Communication 47
Speed of Resolving Problems 31
Valuing the Customer 36
NPS -21
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Last updated: Oct 2024 Next update: Jan 2025
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  Vodafone

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  Telstra

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  TPG

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  Windstream

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  Optus

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Last updated: Oct 2024 Next update: Jan 2025
  • Speed of Resolving Problems is the area where Australian Telecommunication operators are likely to score the lowest with Customer Effort. Focus on this area to drive higher scores.
We say It’s no surprise that Speed of Resolving Problems is perhaps the most sensitive area within Customer Effort as there are few things more annoying in the modern world than having an internet outage. That’s all the more reasons for Telcos to invest well in solutions in this area 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.

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