Australian Call Centre Rankings September 2023

Australian Call Centre Rankings September 2023 (by Industry Sectors)

Executive Summary

Our first Call Centre Ranking National report was published in August 2023, so this Australian Call Centre Rankings September 2023 report is our second,  assessing 35 different contact centres across 5 industry sectors; Banks, Councils, Energy Providers, Internet Providers and TAFEs.

You can learn more about the methodology, but in short, we conduct a series of mystery shopping calls at random times and days posing as a real customer, and then we assess the call using 48 different metrics that provide us with three key scores:

  • The Accessibility Score captures how easy was it to connect to a live contact centre agent assessment elements including wait times, complexity of IVR Menus, hold experience etc.
  • The Quality Score (QIS) measures the experience received during the interaction with the live contact centre agent using the five core competencies from the Australian Contact Centre Quality Standards: Engage, Discover, Educate, Close and Energy.
  • The Overall Score combines the two scores above with proprietary weightings on the competencies that influence the customer experience the most, and it’s this score that is used to determine the overall ranking results.

Key Findings from the Australian Call Centre Rankings September 2023 Report

For each sector, we randomly selected a minimum of six different businesses with the key observations including:

  • The Councils took out the best overall sector (70.3%), with the Banks the lowest ranked of the industry sectors (44.6%).
  • 37% of calls to banks (for sales-related calls) were not answered within our 10-minute threshold, representing missed opportunities to convert those calls into new business.
  • TAFEs were rated the best for Accessibility (82.5%) with the Banks againt the lowest performing sector (41.6%).
  • Quality was rated as ‘Below Standard’ across the industry averaging 59.4%, with the Councils the lead sector on 65.2%.
  • Average Wait Times across the industry was 02:06 minutes, the quickest to answer were the TAFES (01:14 minutes) and the longest wait times on average were the Banks (04:02 minutes)
  • Navigation time (of the IVR menu where present) averaged 00:35 minutes, with the TAFES having the shortest menu navigation (00:20 minutes) and Banks the longest (00:51 minutes).
  • Either pre or post navigating the menu, customers also endured an average of 00:30 minutes of annoucements before being placed in a queue, with the Internet Providers the shortest (00:07 minutes) and the Energy Providers the longest (00:53 minutes).
  • When it comes to the number of IVR layers, the Banks took out the title of the longest, with an average of 3.6 layers, compared to the Councils with the lowest at 0.8.
ACXPA Call Centre Rankings by Sector September 2023

Call Centre Rankings Key:

POOR

BELOW STANDARD

MEETS STANDARDS

EXCEEDS STANDARD

OUTSTANDING

Key Results by Industry Sector for September 2023

The tables below rank the various industry sectors we assessed across four key metrics.

Overall Scores Leaderboard
By Sector (Sep 2023)
1. Councils70.3%
2. TAFES62.8%
3. Energy59.1%
4. Internet58.0%
5. Banks44.6%
INDUSTRY AVERAGE58.9%

View YTD Data >

Accessibility Score Leaderboard
By Sector (Sep 2023)
1. TAFEs88.0%
2. Councils82.5%
3. Internet75.6%
4. Energy58.1%
5. Banks41.6%
INDUSTRY AVERAGE69.1%

View YTD Data >

Quality Score Leaderboard
By Sector (Sep 2023)
1. Councils65.2%
2. Banks62.5%
3. Energy62.0%
4. Internet55.2%
5. TAFES51.9%
INDUSTRY AVERAGE59.4%

View YTD Data >

Average Wait Time Leaderboard
By Sector (Sep 2023)
1. TAFES01:14
2. Energy01:32
3. Councils01:33
4. Internet02:07
5. Banks04:02
INDUSTRY AVERAGE02:06

View YTD Data >

Overall Score Rankings by Sector (September 2023)

Each sector had some stand-out performers, with a special mention to the City of Onkaparinga, which was the top-rated contact centre in Australia for the second consecutive month with a score of 83.5%, with 2nd place awarded to Simply Energy (79.2%) and 3rd place iiNet (76.2%).

 

The Overall Score is determined by combining the two primary component scores below and applying some proprietary weightings that place a higher emphasis on the quality of the interaction:

  • Accessibility Score – measures the experience of connecting to a live contact centre agent.
  • Quality Score – measures the experience of the interaction with a contact centre agent.
Top 4 Banks
September 2023
1. NAB70.6%
2. ANZ47.7%
3. CBA45.7%
4. ING44.6%
Banking Sector Average44.6%

View all Banking Data >

Top 4 Councils
September 2023
1. Onkaparinga (SA)83.5%
2. Casey (Vic)77.1%
3. Willoughby (NSW)77.0%
4. Monash (Vic)76.6%
Council Sector Average70.3%

View all Council data >

Top 4 Electricity Providers
September 2023
1. Energy Australia79.2%
2. Simply Energy70.8%
3. Red Energy68.6%
4. Alinta Energy54.6%
Energy Sector Average59.1%

View all Energy data >

Top 4 Internet Providers
September 2023
1. iiNet76.2%
2. Aussie Broadband71.8%
3. TPG67.9%
4. Dodo65.8%
Internet Sector Average58.0%

View all Internet data >

Top 4 TAFEs
September 2023
1. Holmesglen (Vic)72.0%
2. TAFE QLD63.8%
3. TAFE NSW62.8%
4. TAFE SA61.4%
TAFE Sector Average62.8%

View all TAFE data >

Accessibility Score Rankings by Sector (September 2023)

Connecting to a live contact centre agent was easy in September as compared to the August 2023 results, improving from 60.3% to 69.1%, with all sectors recording an improvement.

  • Councils were the biggest improver (+12.2%), followed by the Banks (+11.9%).
  • Whilst the Banks did record an improvement, they were still the lowest rated of all industry sectors and the only sector to achieve a ‘Poor” rating with 41.6%.
  • 37% of calls to banks (for sales-related calls) were not answered due to delays in excess of 10 minutes, representing lost revenue opportunities for them.
  • Pre and post-IVR Messaging took, on average, 00:30 minutes, with Internet Providers the shortest messaging (00:07 minutes) and Energy Providers the longest (00:54 minutes).
  •  The average time stuck in an IVR (press 1 for this, 2 for that) was 00:35 minutes (down from 00:43 minutes the previous month), with Internet Providers the quickest to navigate (00:20 minutes) and Energy Providers the longest (00:53 minutes).
  • The average wait time across the industry was reduced by 28% (02:57 minutes down to 02:06 minutes), with the best sector the TAFES (01:14 minutes) and  banks the longest (04:02 minutes)

The Accessibility Score measures the experience before interacting with a live agent with our assessment including 30 individual elements grouped into five core components: Search, Design, Ease, Audio and Timing (along with deductions for calls not being answered within thresholds, technical glitches, etc).

Elements including queue wait times, ease of menu options (i.e. press 1 for this, 2 for that), hold music, audio quality, etc. 

*We wait on hold for 10 minutes (sales scenarios) or 15 minutes (service scenarios) before disconnecting the call.

Top 3 Banks
Accessibility Score (Sep 2023)
1. NAB85.0%
2. CBA48.1%
3. WESTPAC39.0%
INDUSTRY AVERAGE41.6%

View all Banking Data >

Banks (Sep 2023)
Lowest Accessibility Score
1. ANZ27.3%
Top 3 Councils
Accessibility Score (Sep 2023)
1. Onkaparinga (SA)100%
2. Monash (Vic) 97.5%
3. Brisbane City (QLD)91.0%
INDUSTRY AVERAGE82.5%

View all Council Data >

Councils (Sep 2023)
Lowest Accessibility Score
1. Willoughby (NSW)68.9%
Top 3 Energy Providers
Accessibility Score (Sep 2023)
1. Red Energy90.8%
2. Simply Energy78.3%
3. Energy Australia62.5%
INDUSTRY AVERAGE58.1%

View all Energy Data >

Energy (Sep 2023)
Lowest Accessibility Score
1. AGL9.9%
Top 3 Internet Providers
Accessibility Score (Sep 2023)
1. iiNet93.3%
2. Aussie Broadband91.4%
3. Dodo89.8%
INDUSTRY AVERAGE75.6%

View all Internet Data >

Internet (Sep 2023)
Lowest Accessibility Score
1. Telstra 31.2%

Quality Score Rankings by Sector (September 2023)

There was a modest improvement in quality across the industry (+6.2%); however, overall, the industry is still rated as ‘Below Standard’ with 59.4%.

Given many of the calls we make are new revenue opportunities, this suggests there is a significant opportunity for organisations to improve their results with improved training.

  • The Banks led the way with the biggest improvement compared to the previous month (+17.8%).
  • The best Quality across the industry was delivered by the Councils (65.2%) with TAFE’s the lowest rated for quality at 51.9%.
  • The ‘Engage’ Competency continued to be the worst performing competency and the only one rated as Poor (39.6%), suggesting that frontline employees are not well equipped at building a strong first impression with the customer.
  • The top competency was ‘Energy’ rated “Exceeds Standards’ the only competency to achieve this rating.
  • You can view more insights on the quality competencies further down in the report (or click here to jump to it)

Learn more about the Australian Contact Centre Quality Standards >

The Quality Insights Score (QIS) measures the experience a customer has when interacting with a contact centre agent for either a customer service or sales call.

Quality is assessed across five core competencies and 18 call-handling behaviours that directly correlate to better customer and business outcomes.

Top 3 Banks
Quality Score (Sep 2023)
1. ANZ85.0%
2. ING77.5%
3. BENDIGO72.1%
INDUSTRY AVERAGE62.5%

View all Banking Data >

Banks (Sep 2023)
Lowest Quality Score
1. WESTPAC25.0%
Top 3 Councils
Quality Score (Sep 2023)
1. Willoughby (NSW)80.4%
2. Casey (Vic)77.9%
3. Onkaparinga (SA)76.4%
INDUSTRY AVERAGE65.2%

View all Council Data >

Councils (Sep 2023)
Lowest Quality Score
1. Mosman (NSW)39.2%
Top 3 Energy Providers
Quality Score (Sep 2023)
1. Energy Australia86.4%
2. Simply Energy67.6%
3. Red Energy59.0%
INDUSTRY AVERAGE62.0%

View all Energy Data >

Energy (Sep 2023)
Lowest Quality Score
1. AGL50.8%
Top 3 Internet Providers
Quality Score (Sep 2023)
1. iiNet68.9%
2. TPG63.5%
3. Aussie Broadband63.3%
INDUSTRY AVERAGE55.2%

View all Internet Data >

Internet (Sep 2023)
Lowest Quality Score
1. Telstra32.7%

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Average Wait Times by Sector (September 2023)

The average wait time across the industry was reduced by 28% (02:57 minutes down to 02:06 minutes), with the best sector the TAFES (01:14 minutes) and  banks the longest (04:02 minutes).

  • Councils had the largest reduction compared to the previous month (04:04 minutes down to 01:33 minutes).
  • Internet Providers was the only sector with an increase (+01:16 minutes to 02:07 minutes).

You can view the leaders for each sector in the tables below.

The Average Call Centre Wait Times in Australia measures the time to connect to a live call centre employee in Australia, after navigating the IVR systems (press 1 for this, press 2 for that).

For most people they would refer to this as waiting in a call centre queue,  and it’s often the measure that has the highest correlation to customer frustration.

*Mystery Shopping calls are terminated at 10:00 minutes for sales calls and 15:00 minutes for customer service calls. As we disconnect, we don’t capture the total wait time. The max threshold time is used to calculate the averages meaning actual wait times would be higher than reported if any calls exceeded the threshold. 

0
Minutes

Industry Average

0
Minutes

Fastest Sector: TAFEs

0
Minutes*

Longest Sector: Banks

Top 3 Banks
Average Wait Time (Sep 2023)
1. NAB00:11
2. WESTPAC00:43
3. CBA03:14
BANKS AVERAGE04:02

View all Banking Data >

Banks (Sep 2023)
Longest Average Wait Time
1. ING06:42*
Top 3 Councils
Average Wait Time (Sep 2023)
1. Onkaparinga (SA)00:03
2. Mosman (NSW)00:15
3. Monash (Vic)00:22
COUNCIL AVERAGE01:33

View all Council Data >

Councils (Sep 2023)
Longest Average Wait Time
1. Stirling (WA)04:04
Top 3 Energy Providers
Average Wait Time (Sep 2023)
1. Red Energy00:03
2. Simple Energy00:04
3. Alinta Energy00:05
ENERGY AVERAGE01:32

View All Energy Data >

Energy (Sep 2023)
Longest Average Wait Time
1. Origin Energy05:01
Top 3 Internet Providers
Average Wait Times (Sep 2023)
1. iiNet00:08
2. Dodo00:17
3. Aussie Broadband00:25
INTERNET AVERAGE02:07

View all Internet Data >

Internet (Sep 2023)
Longest Average Wait Time
1. Telstra07:03

ACXPA Members can see more exclusive data!

ACXPA Members gain instant access to additional Call Centre Ranking data, plus you’ll also gain access to leading industry insights, resources and thought leadership.

Individual Memberships are just $197 per year, and Business Memberships start from $497 (which includes five individual memberships you can allocate to key employees).

Australian Call Centre Rankings Redacted September 2023

Additional member-only insights you’ll instantly see include: 

  • Calls Answered Percentage
  • IVR Navigation Time & Layers
  • Average Talk Times
  • Quality scores by each of the five different competencies
  • The scores for the four behaviours of the ‘Engage’ Quality Competency
  • Accessibility scores by each of the five different competencies
  • Access to all previous month’s data
  • Monthly Trend Results

Thanks for being an ACXPA Member! You have full access to all the additional data for the Australian Call Centre Rankings by Industry Sector below!

Calls Answered Percentage by Sector (September 2023)

A key component of being able to assess a contact centre’s performance relies on being able to connect to a contact centre agent when we dial the contact centre number.

Unfortunately, just like real customers, we often encounter excessively long wait times and/or technical difficulties that make it impossible for us to get through to a contact centre.

We calculate a call as not answered if:

  • Customer Service related calls are not answered within 15 minutes.
  • New customer/sales related calls are not answered within 10 minutes.
  • There are technical difficulties at the contact centre that prevents use from getting to a live contact centre agent.
0
%

Industry Average

0
%

Lead Sector: TAFEs & Councils

0
%

Lowest Sector: Banking

Banks (Sep 2023)

Call Answered Percentage

0
%

Who Didn’t Answer 100%

ANZ, Bendigo Bank, ING

Councils (Sep 2023)

Call Answered Percentage

0
%

Who Didn’t Answer 100%

Energy (Sep 2023)

Call Answered Percentage

0
%

Who Didn’t Answer 100%

Origin Energy

Internet (Sep 2023)

Call Answered Percentage

0
%

Who Didn’t Answer 100%

Optus, Telstra

TAFES (Sep 2023)

Call Answered Percentage

0
%

Who Didn’t Answer 100%

Average Talk Time by Sector (September 2023)

The Average Call Duration (how long spent on the phone) engaging with a call centre employee.

Please note that faster calls don’t always correlate to better calls; we provide this information for comparative purposes only.

As you’ll often note in the data, even though we are testing the same scenarios, there is often a wide range of times reflecting different processes, different experience levels etc. and as a rule, it is better for the customer and the business if calls are handled more efficiently, without any compromise on quality.

0
Minutes

Industry Average

0
Minutes

Lead Sector: Council

0
Minutes

Longest Sector: Internet

Banks (Sep 2023)
Average Talk Time
Lowest:Bendigo Bank02:52
Highest:ANZ07:25
BANKS AVERAGE04:33

View all Banking Data >

Councils (Sep 2023)
Average Talk Time
Lowest:Monash (Vic)02:23
Highest:Willoughby (NSW)06:41
COUNCILS AVERAGE04:18

View all Council Data >

Energy (Sep 2023)
Average Talk Time
Lowest:Simply Energy06:49
Highest:Red Energy08:51
ENERGY AVERAGE07:32

View all Energy Data >

Internet (Sep 2023)
Average Talk Time
Lowest:Aussie Broadband04:27
Highest:iiNet14:18
INTERNET AVERAGE08:07

View all Internet Data >

Quality Competencies by Sector (September 2023)

The information below contains additional insights into the performance of the contact centres as assessed against five core competencies that directly correlate to better outcomes for the customer and the business.

Engage Competency

“Build a strong first impression and build trust by taking ownership, personalising and revealing how you will help satisfy the customer’s needs.”

Engage Competency
By Sector (Sep 2023)
1. Banks47.2%
2. Energy46.5%
3. Councils42.4%
4. Internet41.0%
5. TAFES20.8%
INDUSTRY AVERAGE39.6%

Discover Competency

“Conversation that explores and confirms both what customers need from the call and what they wish to achieve through your products and services.”

Discover Competency
By Sector (Sep 2023)
1. Banks76.9%
2. Councils72.7%
3. Internet64.8%
4. Energy63.9%
5. TAFES61.1%
INDUSTRY AVERAGE67.9%

Educate Competency

” Fully inform the customer with targeted, relevant information that checks suitability, understanding, commitment and resolution.”

Educate Competency
By Sector (Sep 2023)
1. Councils69.7%
2. Energy67.4%
3. Internet59.7%
4. Banks54.2%
5. TAFES50.0%
INDUSTRY AVERAGE60.2%

Close Competency

“Control the end of the call with a strong final check, expression of gratitude and thanks to create a strong final impression.”

Close Competency
By Sector (Sep 2023)
1. Energy59.3%
2. TAFE54.6%
3. Banks52.8%
4. Councils50.5%
5. Internet46.3%
INDUSTRY AVERAGE52.7%

Energy Competency

“Energy, empathy, clarity and efficient call management that builds connection and makes it easy for the customer to get what they need.”

Energy Competency
By Sector (Sep 2023)
1. Councils86.4%
2. Banks81.3%
3. Energy78.5%
4. TAFES75.0%
5. Internet63.2%
INDUSTRY AVERAGE76.9%

, thanks for being an ACXPA member! You can view and download the monthly report below.

Australian Call Centre Rankings September 2023

How many contact centres do you assess in each sector?

Each month we do a snapshot of the industry and typically mystery shop a minimum of five different businesses in each sector.

Can I get the data for each contact centre that was assessed in each sector?

Yes, businesses that join the Contact Centre CX Benchmarking Service receive data on all the contact centre centres assessed in the same sector as you (we guarantee a minimum of five other competitors you can benchmark against).

How many mystery shopping calls do you conduct for each business?

A real customer makes their assessment off the single call that they make – they don’t care about averages and minimum sample sizes – their entire judgement will be made from that one call. Harsh, but true.

At a minimum, we will conduct at least three different calls at different times and days to each business and we assess each call across over 40 different metrics.

Learn more about how we assess performance >

Is there a way to ensure my contact centre is included?

Yes, please refer to our Contact Centre CX Benchmarking Service which offers a fixed-priced model.  Businesses that are subscribed to the service will have their results included in the published results each month.

I didn’t see my business sector – is there a way to get benchmarking data for my business sector?

Yes! If you join our Contact Centre CX Benchmarking Service, you’ll receive insights for your contact centre, plus five other competitors you nominate.

This will provide you with both industry sector information and some great insights into how to improve your own contact centre’s performance and how you compare against others in the industry. Learn more >

Is there trend data available?

Yes. We started publishing reports in August 2023 – view the YTD data >

View Additional Information By Sector:

Banks  |  Car Insurance  |  Councils  |  Energy Providers  | Internet Providers  | TAFES

View Year-to-Date (YTD) Rankings > 

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