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.