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Technology Retail in the AUS

Sector average score

White star

57

Knowledge & Expertise

56

Style of Communication

60

Speed of Resolving Problems

54

Valuing the Customer

59

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

JB Hi-Fi and Apple now take joint second as JB’s score falls away wave on wave, putting clear daylight between them and Officeworks.

Our to one to watch this wave is HP, which has added +6 to its Overall Effort Score, overtaking Dell to take eighth position.

Lower down the table, we see Microsoft posting its first Overall Effort Score growth in the Australian rankings since late 2023. Will the company finally escape the bottom of the table in a future wave? 

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

61

Style of Communication

67

Speed of Resolving Problems

63

Valuing the Customer

65

2

Knowledge & Expertise

61

Style of Communication

66

Speed of Resolving Problems

61

Valuing the Customer

64

2

Knowledge & Expertise

62

Style of Communication

64

Speed of Resolving Problems

59

Valuing the Customer

64

4

Knowledge & Expertise

59

Style of Communication

65

Speed of Resolving Problems

60

Valuing the Customer

62

5

Knowledge & Expertise

57

Style of Communication

62

Speed of Resolving Problems

58

Valuing the Customer

63

6

Knowledge & Expertise

57

Style of Communication

63

Speed of Resolving Problems

56

Valuing the Customer

59

6

Knowledge & Expertise

57

Style of Communication

62

Speed of Resolving Problems

55

Valuing the Customer

59

8

Knowledge & Expertise

53

Style of Communication

57

Speed of Resolving Problems

51

Valuing the Customer

57

9

Knowledge & Expertise

51

Style of Communication

51

Speed of Resolving Problems

47

Valuing the Customer

55

10

Knowledge & Expertise

45

Style of Communication

50

Speed of Resolving Problems

47

Valuing the Customer

51

11

Knowledge & Expertise

49

Style of Communication

56

Speed of Resolving Problems

42

Valuing the Customer

50

Brand

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

Effort

i

X

Effort

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

64

62

62

61

59

58

58

54

50

48

47

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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

61

61

62

59

57

57

57

53

51

45

49

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

66

64

65

62

63

62

57

51

50

56

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

61

59

60

58

56

55

51

47

47

42

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

64

64

62

63

59

59

57

55

51

50

NPS

i

X

NPS

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

27

26

23

6

15

27

-1

-8

-22

-34

15

+

+

+

+

+

+

+

+

+

+

+

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Last updated: Apr 2025

Next update: Jul 2025

Frame 25 (1)

Executive summary

  • Just three points separate first and fifth 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 Amazon 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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