Explore Australia’s Call Centre Industry Trends

The Overall CX Rankings gauge how effortlessly customers can connect with and communicate to a live customer service agent via the contact centre channel.

The final score is calculated using over 80 individual metrics drawn from across the customer journey. These include factors such as wait times, IVR usability, voice quality, agent soft skills and behaviours, and more.

Each metric is weighted according to its impact on the customer experience. For example, Agent Mastery is weighted more heavily than accessibility – because a flawless connection is meaningless if the agent delivers a poor experience.

To learn more about how these metrics align with our best-practice approach, view the Contact Centre CX Standards.

The Accessibility Rankings assess how simple and seamless it is for customers to connect with a live agent when contacting an organisation by phone.

The metric evaluates 48 distinct accessibility factors across five key categories: Search, Design, Ease, Audio, and Timing — covering everything from how easily customers can find a phone number, to how fast they navigate your IVR and reach a queue.

Each factor is scored and weighted to reflect its impact on customer effort. A well-designed, intuitive access journey can significantly reduce frustration and improve CX outcomes.

To learn more about how these metrics align with our best-practice approach, view the Contact Centre CX Standards.

The Agent Mastery Rankings assess the quality of human interaction delivered by customer service agents in contact centres.

This includes performance across five core behaviour categories: Engage, Discover, Educate, Close and Impact. These behaviours reflect how effectively the agent connects with the customer, uncovers needs, provides helpful information, wraps up the interaction, and leaves a lasting impression.

Each behaviour is scored independently and then combined to provide an overall Agent Mastery score. Strong performance here is critical – even fast, efficient systems can be undone by poor communication or a lack of empathy.

These measures are assessed using the ACXPA Contact Centre CX Standards, ensuring alignment with best-practice service delivery benchmarks.

The Engage competency is assessed by evaluating how the agent greets the customer, demonstrates confidence and ownership, and sets expectations for the interaction.

This includes delivering a natural, professional introduction, using the customer’s name where appropriate, and outlining intent with clarity. When done well, it builds immediate trust and frames the conversation for success.

Scoring is based on observable behaviours defined in the ACXPA Contact Centre CX Standards, providing a consistent framework for measuring first impressions and agent presence.

The Discover competency is assessed by how well the agent engages in open dialogue, listens actively, and confirms the customer's key needs and objectives.

It reflects the agent’s ability to uncover valuable context – not just process a question or request. Strong scores here lead to better outcomes, fewer repeat contacts, and more relevant service or sales recommendations.

Scoring is based on behaviours defined in the ACXPA Contact Centre CX Standards, ensuring consistency across industries and contact types.

The Educate competency is assessed by observing how clearly and confidently the agent delivers information tailored to the customer’s needs.

This includes presenting relevant details, checking for understanding, and confirming that the customer is ready to proceed or has what they need to resolve their enquiry.

Scores reflect not just what is said, but how well it’s delivered – using plain language, appropriate pacing, and confident tone – all aligned with the ACXPA Contact Centre CX Standards.

The Close competency is assessed by evaluating how clearly and professionally the agent concludes the interaction — including whether they check for any final needs, express appreciation, and finish with a warm, structured farewell.

It’s not just about saying goodbye — it’s about ensuring there are no loose ends and that the customer leaves feeling acknowledged and confident in what comes next.

Scoring is based on the observable behaviours defined in the ACXPA Contact Centre CX Standards, allowing for consistent benchmarking across agents and organisations.

The Impact competency is assessed by evaluating the overall impression the agent leaves – did the interaction feel effortless, respectful, human?

This includes the agent’s ability to maintain control while using clear language, appropriate tone and genuine empathy. Even when outcomes aren’t ideal, a strong Impact score reflects an experience the customer would happily repeat.

Scoring is based on observable behaviours aligned to the ACXPA Contact Centre CX Standards, helping to quantify emotional quality in a structured and consistent way.