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Technology Retail in the AUS

Sector average score

White star

57

Knowledge & Expertise

57

Style of Communication

61

Speed of Resolving Problems

55

Valuing the Customer

59

Officeworks has once again taken the top spot in the Technology Retail in Australia table.

Apple has now taken second outright as JB Hi-Fi’s score continues to fall away. With Samsung adding +3 to its Overall Effort Score to take fourth this wave, there’s a real danger that JB could slip further down.

HP is also one to watch in the table this month, adding another +2 to its Overall Effort Score, completing six months of gains.

Microsoft also has cause for celebration as the brand moves out of the bottom of the table for the first time ever, overtaking Dick Smith.

Executive summary Executive Summary arrow blue Executive Summary arrow black How to use this Index How to use arrow blue How to use arrow black
Rankings

The Rankings

Performance Tracker

Performance Tracker

Rank

1

Knowledge & Expertise

60

Style of Communication

67

Speed of Resolving Problems

63

Valuing the Customer

65

2

Knowledge & Expertise

63

Style of Communication

65

Speed of Resolving Problems

60

Valuing the Customer

65

3

Knowledge & Expertise

61

Style of Communication

66

Speed of Resolving Problems

60

Valuing the Customer

64

4

Knowledge & Expertise

60

Style of Communication

65

Speed of Resolving Problems

58

Valuing the Customer

62

5

Knowledge & Expertise

59

Style of Communication

64

Speed of Resolving Problems

57

Valuing the Customer

61

6

Knowledge & Expertise

58

Style of Communication

63

Speed of Resolving Problems

56

Valuing the Customer

60

6

Knowledge & Expertise

57

Style of Communication

62

Speed of Resolving Problems

58

Valuing the Customer

63

8

Knowledge & Expertise

55

Style of Communication

58

Speed of Resolving Problems

53

Valuing the Customer

57

9

Knowledge & Expertise

53

Style of Communication

52

Speed of Resolving Problems

48

Valuing the Customer

55

10

Knowledge & Expertise

50

Style of Communication

56

Speed of Resolving Problems

44

Valuing the Customer

50

11

Knowledge & Expertise

46

Style of Communication

51

Speed of Resolving Problems

48

Valuing the Customer

51

Brand

Office works
Apple iPhone, iPad, Mac)
JB HI-FI
Samsung
The Good Guys
Harvey Norman
Amazon
HP
Dell
Microsoft
Dick Smith / Kogan.com

Effort

i

X

Effort

The Overall Effort Score is calculated using modelling on the results recorded in each of the four pillars

64

63

62

61

60

59

59

56

51

49

48

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Hide

Knowledge & Expertise

i

X

Knowledge & Expertise

Having knowledgable customer service agents that can clearly explain details to customers impacts the score in the ‘Knowledge & Expertise’ pillar

60

63

61

60

59

58

57

55

53

50

46

Style of Commun-
ication

i

X

Style of Communication

How polite customer service staff are and whether they can communicate in a customers’ chosen language contribute to ‘Style of Communication’ 

67

65

66

65

64

63

62

58

52

56

51

Speed of Resolving Problems

i

X

Speed of Resolving Problems

A quick resolution and short holding times ensure a strong ‘Speed Solving the Problem’ score

63

60

60

58

57

56

58

53

48

44

48

Valuing the Customer

i

X

Valuing the Customer

Companies that make their customers feel valued and understand their needs perform well in the ‘Understanding & Valuing the Customer’ pillar

65

65

64

62

61

60

63

57

55

50

51

NPS

i

X

NPS

NPS scores can be used to compare and contrast with Effort for an additional perspective

27

23

27

27

6

-0

16

-5

-20

16

-34

+

+

+

+

+

+

+

+

+

+

+

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Last updated: Jul 2025

Next update: Oct 2025

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Executive summary

  • Just five points separate first and sixth in the Valuing the Customer pillar. How can brands differentiate?
  • We say

    Tech retail brands must continue to invest in personalisation solutions to demonstrate how much they value their customers as individuals. Tailored offers are no longer enough – tech retail brands need to be there for their customers before they even have to ask.

  • Officeworks’ total domination across all four component pillars is upset by Apple ranking higher than the firm in Knowledge & Expertise.
  • We say

    Considering how crucial this metric is to the tech retail market, Officeworks should implement methods and solutions to firmly take that top spot in 2025. We're seeing brands investing in non-customer-facing AI solutions that surface key information for their staff, enabling them to keep the human touch while providing technical detail. Could we see more of that in this sector in the months to come?

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. 

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