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Technology Retail in Australia

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Apple Logo
Apple iPhone, iPad, Mac) overall Effort Score
Black Star 1

62

VS

Black Star 2

59

last Quarter

Sector Effort Score benchmark
Black Star 3

55

VS

Black Star 4

54

last Quarter

Brand analysis

Apple has ranked third in the Technology Retail in Australia table after adding +3 to its Overall Effort Score wave on wave.

The brand has held the spot before, but last wave it shared it with The Good Guys, which has dropped to fourth. The brand last had the space all to itself in Q3 2024.

The brand’s Overall Effort Score of 62 is the highest its ever scored in the Customer Effort Index, +2 above its previous best.

The result is due to the brand improving its scores in every CEI pillar. ‘Style of Communication’ and ‘Knowledge & Expertise’ have increased by +2, with ‘Valuing the Customer’ the star result, increasing by +3.

‘Speed of Resolving Problems’ had a slighter +1 lift, with hold times dragging the score down. We’d advise Apple to focus on this area to continue to drive Customer Effort success.

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Style of Communication
64

vs

62

last quarter

48% say the politeness of their customer service agents is 'excellent'

43% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

 
Knowledge & Expertise
62

vs

60

last quarter

46% rate the expertise of the customer service agent as 'excellent'

43% say the way details were clearly explained to them was 'excellent'

44% rate how well the customer service agent understood their particular problem or question as 'excellent'

 
Undertanding & Valuing the Customer
64

vs

61

last quarter

42% rate this brand as 'excellent' for how they made them feel valued/important as a customer

43% say the way they understood their needs was 'excellent'

40% say the range of solutions or options that were suitable was "excellent"

 
Speed Solving the Problem
58

vs

57

last quarter

40% rate how they were not left ‘on-hold’ or in a call queuing system for a long time as 'good'

42% rate how they were able to speak to a customer service agent that can help them with their query as 'excellent'

45% say they made it ‘very easy’ to achieve what they set out to do

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