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Telecommunications in Australia

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Optus overall Effort Score
Black Star 1

40

VS

Black Star 2

37

last Quarter

Sector Effort Score benchmark
Black Star 3

49

VS

Black Star 4

45

last Quarter

Brand analysis

Optus continues its run at the bottom of the Telecommunications in Australia table – but there is one huge positive.

The brand has posted its highest ever Overall Effort Score this quarter, with 40, up +3 on Q4 2024 and +2 higher than its previous best.

This was the result of growth in all four pillars, with ‘Speed of Resolving Problems’ a particular driver, up +5 wave on wave. ‘Valuing the Customer’ increased by +4 while ‘Style of Communication’ and ‘Knowledge & Expertise’ added +3 each.

Last year, Great Southern Bank, with NICE and implementation partner Optus, further expanded with CXone Mpower, the industry’s ultimate AI hyper platform, to achieve complete end-to-end automation and set a new standard for customer service efficiency in banking.

We will continue to see how Optus’ AI investments continue to drive its CX success in 2025.

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Style of Communication
50

vs

47

last quarter

37% say the politeness of their customer service agents is 'good'

36% rate the ability to communicate with them in their chosen language (other than English) as ‘good’

 
Knowledge & Expertise
41

vs

38

last quarter

35% rate the expertise of the customer service agent as 'excellent'

33% say the way details were clearly explained to them was 'good'

34% rate how well the customer service agent understood their particular problem or question as 'good'

 
Undertanding & Valuing the Customer
40

vs

36

last quarter

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

35% say the range of solutions or options that were suitable was "excellent"

40% say they were 'very satisfied' with the outcome of their communication or contact

 
Speed Solving the Problem
36

vs

31

last quarter

33% rate how easy it was to find the information they wanted on the website/app as 'good'

34% rate how they were able to speak to a customer service agent that can help them with their query as 'good'

31% say they made it ‘very easy’ to achieve what they set out to do