Optus - Nice

Telecommunications in Australia

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Optus overall Effort Score

last Quarter

Sector Effort Score benchmark

last Quarter

Brand analysis

Something interesting is happening at Optus. The brand has added a further +3 points to its Overall Effort Score, marking a total increase of +8 points in the past 12 months.

It still brings up the tail of the Telecommunications in Australia table, but with now just 5 points between itself and Telstra, 2025 could be the year it overtakes if trends continue.

The brand has increased its scores in all four pillars in the Customer Effort Index. While it has seen modest +1 gains in Knowledge & Expertise and Style of Communication, the biggest rises wave on wave can be found in Speed of Resolving Problems (+2) and Valuing the Customer (+3).

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.

Style of Communication

last quarter

38% 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

last quarter

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

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

Valuing the Customer

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 "good"

Speed of Resolving Problems

last quarter

35% rate how easy it was to find the information they wanted on the website/app as 'good'

35% rate how they were able to speak to a customer service agent that can help them with their query as 'excellent'

36% say they made it ?very easy? to achieve what they set out to do