Brand analysis
Dick Smith has landed at the bottom of the Technology Retail in Australia table for the first time in the Customer Effort Index’s two-year history.
The brand has posted the same Overall Effort Score – 48 – as it did in Q2 2025, but has been lapped by Microsoft in the minds of Australian consumers.
There are positives in the data, however. Three of the four component pillars have added +1 to their scores vs Q2 2025, including Style of Communication, Knowledge & Expertise and Speed of Resolving Problems.
Maintaining that trajectory, Dick Smith could definitely move out of the tail-end in Q4.
The CEI findings do back up a separate survey of 3,500 customers by consumer group Choice, which found Kogan was the worst rated against competitors for its after-sales service, with consumers reporting that deliveries were also slow.
