Brand analysis
Macquarie’s Overall Effort Score has remained flat wave on wave – sitting at 56.
Its stasis, however, has seen it drop a position in the Financial Services in Australia table. The brand has been overtaken by Westpac after it added +3 to its Overall Effort Score wave on wave.
Diving into Macquarie's scores in the pillars, there are some warning signs for the brand. Style of Communication and Valuing the Customer have dropped by -2 wave on wave. Its Overall Effort Score has been preserved by a +2 rise in Knowledge & Expertise, while Speed of Resolving Problems remained flat.
In April, Macquarie unveiled its vision for AI to reduce the “cognitive load” for consumers, with more than 30 AI-augmented products and services in the works. How will this impact how easy the brand to do business with? The Customer Effort Index will keep track of whether this strategy is working.