Sector average score
48
Knowledge & Expertise
49
Style of Communication
56
Speed of Resolving Problems
43
Valuing the Customer
49
Vodafone makes it five straight quarters at the top of the Telecommunications in Australia table.
The brand has had a phenomenal success across all territories the CEI measures, now ranking first in the UK Telco table and second in the US (enterprise only).
Windstream is hot on Vodafone’s heals here in Australia though, with only two points now between them. Could Q2 2025 be the wave where Vodafone is finally unseated? After all, Windstream overtook Vodafone in our ‘Valuing the Customer’ pillar this wave.
Four of the five Australia Telco brands we measure have increased their Overall Effort Score wave on wave, with Telstra remaining flat. This performance has seen it drop to joint third this wave.
Rank
1
Knowledge & Expertise
55
Style of communication
60
Speed of resolving problems
51
Valuing the customer
55
2
Knowledge & Expertise
54
Style of communication
54
Speed of resolving problems
48
Valuing the customer
57
3
Knowledge & Expertise
46
Style of communication
57
Speed of resolving problems
42
Valuing the customer
48
3
Knowledge & Expertise
47
Style of communication
57
Speed of resolving problems
40
Valuing the customer
47
5
Knowledge & Expertise
41
Style of communication
50
Speed of resolving problems
36
Valuing the customer
40
Brand
Effort
i
The Overall Effort Score is calculated using modelling on the results recorded in each of the four pillars
55
53
47
47
40
Knowledge & Expertise
i
Having knowledgable customer service agents that can clearly explain details to customers impacts the score in the ‘Knowledge & Expertise’ pillar
55
54
46
47
41
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’
60
54
57
57
50
Speed of Resolving Problems
i
A quick resolution and short holding times ensure a strong ‘Speed Solving the Problem’ score
51
48
42
40
36
Valuing the Customer
i
Companies that make their customers feel valued and understand their needs perform well in the ‘Understanding & Valuing the Customer’ pillar
55
57
48
47
40
NPS
i
-29
19
-41
10
-19
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Last updated: Jan 2025
Next update: Apr 2025
Politeness of contact centre staff and the range of languages available (other than English) are considerable factors in our ‘Style of Communication’ pillar. Australian telcos should make sure they have strategies in place to make sure these two fundamental parts of service never slip.
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.
