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Technology Retail in Australia

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Office works overall Effort Score
Black Star 1

64

VS

Black Star 2

64

last Quarter

Sector Effort Score benchmark
Black Star 3

56

VS

Black Star 4

55

last Quarter

Brand analysis

Officeworks is once again top of the Technology Retail in Australia table, with a score now +2 points ahead of JB Hi-Fi and Apple in joint second.

There are plenty of reasons for the brand’s CX team to be cheerful. The brand is leading the market in three out of four of the Customer Effort Index’s component pillars. However, it continues to sit just behind Apple in Knowledge & Expertise. 

With an NPS score of 27 – the joint-highest in our table – we can see a general link here between high Customer Effort scores and NPS – but more research is needed about the exact relationships between these two metrics.

Recent years have seen Officeworks leveraging customer insights with personalised marketing – creating 360-degree customer profiles to better meet their needs. It's a strategy that appears to be paying off as far as Customer Effort is concerned. 

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Style of Communication
67

vs

67

last quarter

49% say the politeness of their customer service agents is 'excellent'

50% rate the ability to communicate with them in their chosen language (other than English) as 'excellent'

 
Knowledge & Expertise
61

vs

61

last quarter

42% rate the expertise of the customer service agent as 'excellent'

45% rate how well the customer service agent understood their particular problem or question as 'excellent'

 
Valuing the Customer
65

vs

65

last quarter

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

44% say the way they understood their needs was 'excellent'

63% say they were 'very satisfied' with the outcome of their communication or contact

 
Speed of Resolving Problems
63

vs

63

last quarter

42% rate how easy it was to find the information they wanted on the website/app as 'good'

45% rate how they were able to achieve what they set out to do, or resolve their issue, with the first agent they contacted as "excellent"

53% say they made it ?very easy? to achieve what they set out to do