Brand analysis
With an Overall Effort Score of 64, AMP has overtaken National Australia Bank to return to third place in the Financial Services in Australia table for the first time in nine months.
Wave on wave, the brand has increased it scores in all four pillars, most notably in Knowledge & Expertise, where it added +3. Speed of Resolving Problems and Valuing the Customers gained +2, while Style of Communication rose by +1.
Earlier this year, AMP announced the launch of a new digital bank with a focus on small businesses and everyday customers. The bank prioritises fraud prevention, privacy, human contact centre support, and connectivity between personal and business banking.
Launching frictionless services like these is a great way to become easier to do business with. As this is exactly what the Customer Effort Index measures, we expect to see AMP’s scores to only grow further in the coming months.
