With expectations rising, brands have a critical opportunity to lead through customer experience (CX) excellence.
With customer expectations at an all-time high, delivering excellent service is no longer optional – it is essential. As expectations continue to rise, achieving excellence in customer experience is essential to building loyalty and maintaining a competitive edge.
According to the newly released 2025 State of Customer Experience in Australia report, now in its ninth year, strategic focus on CX is not only timely but necessary. This year’s insights offer a long-term perspective on the evolution of customer experience in Australia and highlight key areas where meeting expectations and building trust is becoming essential for brand success.
Key Findings Driving CX Excellence
Customer Service Perceptions
Perceptions of customer service excellence in Australia remain largely unchanged over nine years, with only 34% of consumers believing companies prioritise service excellence in 2024. While this is an improvement from 28% in 2023, two-thirds of consumers still perceive that companies place either no or only moderate importance on service quality.
Fundamentals still matter
Access to the correct information the most critical driver for consumers, increasing from 58% in 2016 to 91% in 2024. Access to knowledgeable representatives (84%) and consistency of information across digital and human channels (79%) also rank highly, reinforcing the importance of informed and reliable service.
Industry CX Performance Rankings
Using the Customer Service Excellence (CSX) score, the study evaluated customer experience across fourteen industries. In 2024, the national average remained steady at 26, reflecting a “Good” performance overall. Food services (40), beauty and personal care (38), and hardware and building supplies (37) led the rankings.
How Australians Prefer to Engage with Brands for Customer Support
Human interaction remains critical for complex enquiries, with 77% of consumers preferring to speak with a person on the phone. For simpler queries, 46% favour self-service channels such as a company website or FAQ page.
The AI-Human Balance
AI-powered chatbots offer clear benefits, including 24/7 availability (67%) and reduced wait times for resolving enquiries (46%). They are the second-most preferred self-service option for simple enquiries (16%), yet many consumers remain hesitant to use them for more complex issues. To meet a range of customer needs, brands must balance AI-driven efficiency with high-quality, human-centred service.
The Power of Positive Experiences
Positive service experiences significantly influence customer behaviour: 70% of consumers report satisfaction, and 69% are more likely to repurchase following a good interaction. In contrast, 94% of Australians have stopped purchasing from at least one company due to a poor service experience. This sharp decline in tolerance highlights the urgent need for brands to prioritise positive, human-centred interactions. Failure to do so risks eroding loyalty and undermining long-term revenue and reputation.
Human Touch Drives Service Success
The ongoing rise in service expectations confirms that Australians are seeking more than just efficiency – they value interactions that are accurate, consistent and delivered with genuine human understanding.
By prioritising quality service across every touchpoint, brands have a powerful opportunity to differentiate themselves and earn long-term loyalty in an increasingly competitive market.
For a detailed view of how Australian consumers perceive customer experience today, download the full report here.
