We selected a blend of major banks and newer challengers that represent the diversity of customer experiences across Australia's financial services sector — focusing on institutions that Australians commonly consider when opening accounts, applying for loans, or managing existing banking relationships.
These banks weren't included because they funded the program (they haven't). We selected them to ensure the benchmarking reflects authentic customer interactions with established names — giving the industry trustworthy, independent data on where service quality excels and where improvement opportunities lie.
Every call is assessed using the Australian Contact Centre CX Standards — a national framework measuring both Agent Mastery (conversation effectiveness across Engage, Discover, Educate, Close and Impact) and Accessibility (how readily customers reach a live representative). This ensures objective, standardised assessment across all institutions.
We purposefully use smaller sample sizes because customer loyalty is shaped by individual encounters, not statistical models. Our focus is on identifying clear service trends — the patterns that surface just as readily in 5 calls as in 50 — and providing actionable recommendations that contact centres can apply immediately.
To ensure ongoing independence, we fully fund this public benchmarking initiative. For banks seeking deeper performance analysis, our Banking Sector Benchmarking Services provide confidential metrics, competitive positioning data, and tailored strategies to improve service quality, operational efficiency, and customer retention.
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