Brand analysis

TPG has moved back into a clear third place in the Telecommunications in Australia table.

The brand has added +2 points in its Overall Effort Score, putting daylight between itself and Telstra, which it has shared the spot with for two consecutive waves (since Q4 2024).

The company’s Overall Effort Score is now 49 – the highest score it has ever recorded in the Customer Effort Index.

Digging into the pillars, TPG has increased its score in all four components wave on wave, most notably in Valuing the Customer, adding +3. Despite ranking third overall, the company actual ranks joint second in Speed of Resolving Problems.

With a gap of 7 points between its Overall Effort Score and Windstream's in second place, there is some way to go to break into the top two positions, but TPG is on the right track. 

Q2 has seen TPG’s kick off a new national campaign and brand identity. Running with the strapline, “You’re a Winner”, the campaign is designed to communicate “what it feels like to experience the incredible TPG product offering”.

How will this campaign affect the perception of TPG’s Customer Effort? Come back next wave to find out.