Brand analysis
Commonwealth Bank of Australia has added +1 to its Overall Effort Score wave on wave and overtaken Alex to take seventh in the Financial Services in Australia table.
The brand’s scores in three of the four CEI pillars have similarly seen increases, with Knowledge & Expertise, Style of Communication and Valuing the Customer all up by +1, while Speed of Resolving Problems remains flat.
CBA has recently replaced dozens of call centre jobs with an AI chatbot.
"To meet the changing needs of our customers, like many organisations, we review the skills we need and how we're organised to deliver the best customer experiences and outcomes. That means some roles and work can change," a CBA spokesperson told ABC.
How will this move affect how easy the bank is to do business with? Stay tuned to the Customer Effort Index to find out.
