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Telecommunications in Australia

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Optus overall Effort Score
Black Star 1

44

VS

Black Star 2

43

last Quarter

Sector Effort Score benchmark
Black Star 3

52

VS

Black Star 4

50

last Quarter

Brand analysis

Optus remains at the tail-end of the Telecommunications in Australia table, but there are plenty of reasons for the CX team to be optimistic.

The brand has added +1 to its Overall Effort Score wave on wave, marking its fifth straight quarter of gains in the Customer Effort Index.

Its score of 44 marks its highest ever and brings it within touching distance of Telstra at 48.

Last year, incoming Optus chief executive Stephen Rue promised a company reset after a challenging couple of years for the brand.

They’ve made a strong start, with new equipment provided by Nokia expanding its 5G capacity in rural of Australia and launching a new AI strategy with Google to “lift productivity".

If these move pays off, we could see Optus leave the bottom of the table very soon.

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Style of Communication
52

vs

51

last quarter

39% say the politeness of their customer service agents is 'excellent'

38% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

 
Knowledge & Expertise
43

vs

42

last quarter

36% rate the expertise of the customer service agent as 'good'

35% say the way details were clearly explained to them was 'excellent'

35% rate how well the customer service agent understood their particular problem or question as 'excellent'

 
Valuing the Customer
44

vs

43

last quarter

34% rate this brand as 'good' for how they made them feel valued/important as a customer

36% 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
39

vs

38

last quarter

34% rate how easy it was to find the information they wanted on the website/app as 'good'

34% 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"

37% say they made it ‘very easy’ to achieve what they set out to do