Executive summary

• ‘Valuing the Customer’ is where the tightest competition can be found within Effort for Financial Service brands in Australia. Just 14 points separate first and seventh.

• We say

  Financial brands can show they value their customers by presenting them with a range of solutions or options that are right for their specific situation. It’s about being flexible and reliable, empathetic but not patronising and charming without being fake. Customer service teams that get this right – especially through their automation channels – will win in this space in the month ahead.

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.