Dick Smith / Kogan.com

Technology Retail in Australia

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Dick Smith / Kogan.com overall Effort Score

last Quarter

Sector Effort Score benchmark

last Quarter

Brand analysis

Dick Smith / Kogan.com has dropped one place in the Technology Retail In Australia table in this quarter’s Customer Effort Index after being overtaken by HP.

The brand has posted the same Overall Effort Score in Q1 2025 as it did in Q4 2024 – 47, which is up +2 on where it started the year.

Looking at the pillars, ‘Knowledge & Expertise’ and ‘Speed of Resolving Problems’ remain flat wave on wave, while ‘Style of Communication’ and ‘Valuing the Customer’ are up +1.

The CEI findings back up a separate survey of 3,500 customers by consumer group Choice in November, which found Kogan was the worst rated against competitors for its after-sales service, with consumers reporting that deliveries were also slow.

With only 41% of its customers rating how easy it was to find the information they wanted on the website/app as 'good' in the CEI, there’s plenty for the brand to focus on to build on its score this year.

Style of Communication

last quarter

43% say the politeness of their customer service agents is 'good'

39% rate the ability to communicate with them in their chosen language (other than English) as 'good'

Knowledge & Expertise

last quarter

40% rate the expertise of the customer service agent as 'good'

40% rate how well the customer service agent understood their particular problem or question as 'good'

Valuing the Customer

last quarter

43% rate this brand as 'good' for how they made them feel valued/important as a customer

39% say the way they understood their needs was 'good'

47% say they were 'very satisfied' with the outcome of their communication or contact

Speed of Resolving Problems

last quarter

45% rate how easy it was to find the information they wanted on the website/app as 'good'

41% rate how they were able to achieve what they set out to do, or resolve their issue, with the first agent they contacted as "good"

40% say they made it ?very easy? to achieve what they set out to do