Sector average score
51
Knowledge & Expertise
50
Style of Communication
56
Speed of Resolving Problems
46
Valuing the Customer
52
Vodafone makes it six straight quarters at the top of the Telecommunications in Australia table – but it's getting tight.
Windstream is hot on Vodafone’s heels here in Australia, with only 1 point now between them. Could Q3 2025 be the wave when Vodafone is finally unseated?
Elsewhere, TPG has moved into a clear third place, no longer sharing the position with Telstra, which has dropped to fourth.
Optus remains at the bottom of the table, but has added another +3 points to its score wave on wave, bringing it within just 5 points of Telstra.
Rank
1
Knowledge & Expertise
56
Style of Communication
61
Speed of Resolving Problems
54
Valuing the Customer
58
2
Knowledge & Expertise
57
Style of Communication
54
Speed of Resolving Problems
55
Valuing the Customer
58
3
Knowledge & Expertise
48
Style of Communication
58
Speed of Resolving Problems
44
Valuing the Customer
51
4
Knowledge & Expertise
49
Style of Communication
58
Speed of Resolving Problems
41
Valuing the Customer
48
5
Knowledge & Expertise
42
Style of Communication
51
Speed of Resolving Problems
38
Valuing the Customer
43
Brand
Effort
i
The Overall Effort Score is calculated using modelling on the results recorded in each of the four pillars
57
56
49
48
43
Knowledge & Expertise
i
Having knowledgable customer service agents that can clearly explain details to customers impacts the score in the ‘Knowledge & Expertise’ pillar
56
57
48
49
42
Style of Commun-
ication
i
How polite customer service staff are and whether they can communicate in a customers’ chosen language contribute to ‘Style of Communication’
61
54
58
58
51
Speed of Resolving Problems
i
A quick resolution and short holding times ensure a strong ‘Speed Solving the Problem’ score
54
55
44
41
38
Valuing the Customer
i
Companies that make their customers feel valued and understand their needs perform well in the ‘Understanding & Valuing the Customer’ pillar
58
58
51
48
43
NPS
i
-27
29
-40
9
-16
Customise the table to embed on your site
Embed selected rows
Last updated: Apr 2025
Next update: Jul 2025
While the measures will improve customer service, these pressures will only increase what consumers expect. Brands that fall short will likely see huge hits to their Customer Effort Score in future waves, particularly in the Valuing the Customer pillar. Utilising AI to ensure consistent and compliant customer communications has never been so important, but brands can't afford to lose the human touch either.
An improvement in service across the market should result in fewer reasons for consumers to get in touch with their telco provider in the first place, but if customers are paying more, they’ll expect even higher standards and faster solutions when they do. ‘Knowledge & Expertise’ and ‘Speed of Resolving Problems’ will likely become even more important as the rollout takes effect.
Customer Effort Scores for the quarter are presented in the rankings, ordered by highest Overall Effort Score first, to show which brand scored highest with its customers for that period. Individual brand ratings against the four pillars take us underneath that Overall Effort Score, with brand-specific explanatory analysis from the CEI Editorial team.
You can use the display above to toggle between score, ranking and individual pillars. Clicking 'Performance Tracker' enables you to analyse the performance over time.
The Customer Effort Index is calculated using a self-referential scale that is recomputed every wave based on what the minimum and maximum values are. This enables us to see how each brand is performing compared to the others within the data set. See About for more on the methodology.
