Australian retailers lead in customer service as eyewear excels
Eyewear retailers are delivering the strongest customer experience in Australia, with Specsavers and OPSM ranking first and third, respectively, according to recent research analysing over 5,000 consumer evaluations nationwide. Bendigo Bank is the only non-retail brand to reach the top three, placing second in the annual index.
Retail dominance
The findings highlight retail's ongoing strength in service quality, with nine of Australia's top ten customer experience brands operating in the sector. Chemist Warehouse, Bunnings and Mecca also maintained their standing, appearing in the top tier for multiple years. Mecca's consistent performance has been attributed to its integrated online and in-store approach and tailored service, while Mitre 10's gains come from simplified service and rewards initiatives.
Amazon and Dan Murphy's continue to secure positions in the top ten, reflecting rising consumer expectations around digital engagement and efficient fulfilment. Priceline and Chemist Warehouse retained their positions, underlining the high level of competition in pharmacy retail for customer loyalty.
Financial services progress
High marks underpinned Bendigo Bank's second-place finish in customer loyalty and long-term relationship management. Other financial services providers, such as Macquarie Bank, are closing gaps in digital experience and support, while industry-wide advances in personalisation, trust, and efficient service are evident. Insurers like QBE and funds, including HostPlus and Australian Retirement Trust, also recorded notable improvements in customer scores.
Utilities sector gains
Utility providers improved on measures of empathy and problem resolution, even though the sector as a whole remains below national benchmarks. SA Water was recognised for proactive customer outreach and a straightforward approach to issue handling. Red Energy led in customer empathy, offering loyalty programmes and competitive rates as households grapple with cost-of-living pressures.
Public sector improvement
The research showed the public sector has registered the most significant annual advancement, particularly in ease of access and service personalisation. ServiceNSW was the most improved government agency, and innovations at Australia Post, such as streamlined digital services and expanded access to parcel lockers, have delivered higher customer satisfaction. ABC was commended for accessible content and support to diverse groups.
Technology and AI impact
Generative artificial intelligence (AI) and agentic AI systems are increasingly shaping customer journeys. These technologies help brands anticipate consumer needs, unify digital and physical touchpoints, and offer tailored solutions in real time, according to industry experts. Omnichannel maturity, AI-powered service and frictionless loyalty rewards are cited as key drivers of success for CX leaders.
"This research has become the global benchmark for brands customer experience, so it is encouraging to see Australia's overall rating on the rise. The retail and financial sectors are leading the way when it comes to CX transformation, driven by omnichannel maturity, AI-powered journeys and loyalty ecosystems that reduce friction and deepen customer connection," said Carmen Bekker, Lead Partner, KPMG Customer.
Eyewear brands' performance signals increased consumer emphasis on service personalisation, speed, and in-store technical support. The annual Customer Experience Excellence score for Australia rose to 7.30, an improvement of 1.67 points compared to the previous year, with particular advances in empathy, prompt resolution, and expectation management.
"What will set organisations apart in the minds of the consumer is their willingness to embrace AI and innovation in addition to their ability to integrate customers, employees, data, technology, and operations into one coherent whole," said Neil Shewan, Lead Partner for Experience Transformation, KPMG Customer.
