RACQ is the top Australian brand in CX survey

Customer service excellence

Local bank and insurance brands lead the way in customer excellence.

KPMG’s Customer Experience Excellence Report shows that six of the top 10 local CX brands are in the banking and insurance sector, but none are the big 4.

On the back of a series of Royal Commissions it’s no surprise that community-centric brands, particularly in finance have performed exceptionally well this year.

RACQ tops the list with Bendigo Bank, Afterpay, NRMA, RACV and Suncorp leading the Aussie brands in customer experience excellence.

customer experience excellence

Dan Murphy’s, The Iconic and Mitre 10 are the top Aussie retail brands with Grill’d the only Australian restuarant and fast food brand in the local top 10.

Global brands still continue to dominate the CX ratings in Australia. The best overall CX brand in Australia was Singapore Airlines.

Top 50 CX brands in Australia, 2019

Leading customer experience brands

Grocery retail, followed by financial services were the best performing sectors. The public sector was the worst.

Mark Hassel, Partner at KPMG said “Whilst there are clearly standout customer experience performers across public service, overall the sector ranked the lowest of all industry sectors, emphasising the opportunity to focus on designing services which remove unnecessary obstacles, impediments and bureaucracy, empowering citizens to achieve their objectives quickly and easily.”

Personalisation is key to brand advocacy and loyalty

Brand loyalty, brand advocacy

The report highlights that personalisation continues to be the main driver for loyalty (23.3%) and advocacy (18.9%). Australian consumers continue to place more emphasis on Empathy (14.5%) and Resolution (15.2%) as drivers of advocacy, highlighting the need for brands to deeply understand and cater to customer needs.

KPMG says that the major CX themes in the Australia market for the year are service wiht integrity at the core, holistic enterprise-wide customer transformations and seamless digital experience.

You can download a copy of the 2019 Customer Experience Excellence Report here.

Michael Hughes

Michael is Managing Partner and Strategy Director at Truly Deeply, a brand agency with 25 years’ experience working with brands to position them for growth. His deep expertise is in unlocking the strategic power of your brand to create a differentiated, compelling and authentic brand proposition that will engage all your audiences. Michael has extensive experience working across Australia and the Middle East working with leading Australian and International organisations across just about every sector.

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