ACXPA Contact Centre CX Benchmarking
Benchmark your contact centre against over 80 performance metrics and see how you stack up against five competitors of your choice!
Gain powerful insights with over 80 benchmarking metrics for your contact centre—plus an in-depth comparison against five competitors of your choice.
Our Contact Centre CX Benchmarking service offers a complete picture of your contact centre’s performance from the customer’s perspective (Voice of Customer).
Whether you’re striving to boost Sales Conversions, Net Promoter Score (NPS), Customer Effort Score (CES), or Customer Lifetime Value (CLV), or to improve operational efficiency, our program provides the actionable data you need to drive results and reduce costs.
With decades of industry expertise behind it, this service delivers easy-to-understand metrics, targeted insights, and a transparent pricing model, helping you enhance both customer satisfaction and business efficiency.
From Agent Mastery—measuring critical soft skills like empathy, communication, and problem-solving—to Accessibility, which focuses on ease of connecting with a live agent, every key area is covered.
These metrics, which are universally applicable across all contact centres, provide a comprehensive framework for success.
What is the ACXPA Contact Centre CX Benchmarking Service?
The ACXPA Contact Centre CX Benchmarking Service provides independent, data-driven insights into your contact centre’s performance. Here’s how it works:
- Comprehensive Metrics: Over 80 individual metrics assess your contact centre across three key areas: Accessibility, Agent Mastery, and Overall Customer Experience (CX).
- Competitor Benchmarking: Compare your performance against five competitors of your choice to identify strengths and opportunities for improvement.
- Actionable Reporting: Receive monthly reports with detailed scores, call recordings, and tailored recommendations to help you improve efficiency, customer satisfaction, and business outcomes.
This service is ideal for organisations seeking to enhance customer interactions, optimise processes, and stay ahead in their industry.
Learn More About Sector-Specific Benchmarking Reports
This page offers an overview of our Contact Centre CX Benchmarking service, but we also provide tailored insights and solutions for specific sectors.
Select your sector below for more details, or continue reading to learn how our service can benefit your business.
What’s included when you purchase the Contact Centre CX Benchmarking?
Our Contact Centre CX Benchmarking service provides everything you need to gain actionable insights and improve performance:
- Mystery Shopping Calls: Six calls to your contact centre each month, with detailed call recordings and evaluator notes.
- Competitor Benchmarking: Six calls to each of your five nominated competitors every month, offering a clear view of how you stack up.
- Sector Insights: Aggregated data to show how your performance compares within your industry.
- Regular Reporting: Monthly data reports and quarterly trend analyses with tailored recommendations.
- Optional Workshops: Expert-led sessions for deeper analysis and strategic planning (available at an additional cost).
What Metrics/Insights Do I Get?
Our Contact Centre CX Benchmarking service evaluates over 80 metrics across two key categories, giving you a detailed and actionable view of your contact centre’s performance:
- Accessibility: Analyses how easy it is for customers to reach your contact centre, including IVR navigation, wait times, and other pre-call factors that affect customer effort.
- Agent Mastery: Assesses the soft skills, behaviours and effectiveness of your agents, focusing on five core competencies—Engage, Discover, Educate, Close, and Energy.
These metrics combine to create your Overall CX Score, which reflects your contact centre’s performance with deductions for common customer pain points such as long wait times or poor agent interactions.
Further details about Agent Mastery and Accessibility are explored below, ensuring you can focus on the areas most critical to your success.
Want to know how your contact centre measures up?
In this video, we’ll show you how the ACXPA Contact Centre CX Benchmarking service provides actionable insights to help you improve efficiency, boost customer satisfaction, and outperform your competitors.
Discover how over 80 benchmarking metrics can drive meaningful improvements and deliver measurable results.
How we Measure Agent Mastery in the Contact Centre
While metrics like NPS and CSAT reveal how customers feel about their experience, our Agent Mastery Score evaluates what actually happens during the interaction, offering a clear, actionable view of agent performance.
The Agent Mastery framework is grounded in the Australian Contact Centre Quality Standards, which have been developed and refined over decades to deliver the most accurate representation of both sales and service experiences in the Australian market.
This framework assesses agent performance across five core competencies—Engage, Discover, Educate, Close, and Energy—and evaluates 18 specific soft skills and behaviours that significantly impact customer satisfaction and business outcomes.
By focusing on these areas, Agent Mastery provides actionable insights to improve customer satisfaction and drive business outcomes such as First Contact Resolution, sales conversions, and customer loyalty.
FIVE AGENT MASTERY COMPETENCIES
Every call is assessed against five core Agent Mastery competencies consisting of 18 soft skills and behaviours:
How we Measure Contact Centre Accessibility
Accessibility is a critical component of the customer experience.
Our Accessibility framework contains five key ratings, evaluating how easy it is for customers to reach a live agent and navigate your systems, helping you identify and address potential barriers in the pre-call experience.
These five accessibility ratings are broken down into over 30 individual metrics, providing detailed insights into the customer journey before they reach a live agent.
By addressing these areas, the Accessibility Score helps identify opportunities to reduce customer effort, streamline processes, and improve the overall experience, setting your contact centre apart from the competition.
Deductions for Customer Pain Points
To ensure a seamless customer experience, the Accessibility framework applies deductions for common frustrations such as excessive wait times, repeated menu options, or an overemphasis on directing customers to online channels.
These insights allow you to pinpoint and prioritise areas for improvement, making it easier for customers to engage with your contact centre.
Reporting that matters
At ACXPA, we provide reports that are easy to understand and actionable. Instead of overwhelming you with complex portals, we focus on delivering insights and data that drive real improvements.
Monthly and Quarterly Reports
• Monthly Excel Report: A detailed breakdown of your performance, including all scores, individual call recordings, and evaluator notes. The Excel format allows you to easily extract the data you need for internal reporting and analysis.
• Quarterly Insights Report: In addition to the monthly data, the quarterly report includes actionable recommendations and trend charts to help you focus on long-term improvement areas.
What’s Included in Every Report:
• Overall Ranking Scores: See where your contact centre stands compared to competitors, with clear performance trends.
• Agent Mastery Scores: Detailed results across five core competencies and 18 specific call-handling behaviours.
• Accessibility Scores: Insights into the five core categories and 30+ metrics impacting customer effort.
• Call Recordings and Scoresheets: Access to all assessed calls, complete with evaluator notes for deeper analysis.
Optional Workshop for Deeper Insights
For even greater value, you can opt for a paid quarterly workshop, where our experts provide personalised insights, review your results, and offer tailored strategies to improve your performance.
By combining representative data with targeted recommendations and optional workshops, you’ll have the tools to confidently enhance your contact centre’s results and achieve your business objectives.
In addition to the standard monthly and quarterly reporting, you can enhance your results with a live Quality Insights Workshop, facilitated by Simon Blair, General Manager of our Quality Insights Programs.
These workshops provide:
• In-depth analysis of your results
• Industry trends
• Tailored recommendations to improve specific call competencies and behaviours
Designed for senior stakeholders, the workshops help develop both short- and long-term strategies for continuous improvement, building internal capability, and enhancing performance.
What’s Included in the Workshop:
• A one-hour facilitated session over Zoom (or your preferred platform), tailored to your organisation’s needs.
• Key insights from your performance data and trends.
• Focus on priority areas for improvement with actionable recommendations.
• Optional review of selected call recordings (with your approval), highlighting what’s working and areas for improvement.
• Live demonstrations and examples of best practices.
• Practical training, coaching, and quality tips.
• When approved, a live mystery shop call with real-time assessment and feedback (scary hey!).
This workshop delivers even greater value by helping you align performance data with actionable strategies, ensuring your contact centre continuously improves and achieves key business outcomes.
Experience you can trust
The ACXPA Contact Centre CX Benchmarking Service is backed by decades of expertise, combining the industry leadership of Justin Tippett, CEO of ACXPA, and Simon Blair, General Manager of our Quality Insights Programs.
As the co-creators of the Australian Contact Centre Quality Standards, Justin and Simon bring together a powerful combination of skills:
• Justin Tippett: With a proven track record of transforming contact centre operations and developing industry-leading frameworks, Justin has spent over 30 years driving improvements in contact centres across Australia.
• Simon Blair: Australia’s #1 expert in Contact Centre Quality Assessment and Mystery Shopping, Simon has personally assessed over 50,000 sales, service, and retention calls. His benchmarking expertise spans some of the country’s leading organisations, including Telstra, ANZ, Toyota, and Medibank.
Together, Justin and Simon have created a benchmarking program that is accurate, actionable, and tailored to help businesses achieve measurable results.
Whether improving sales conversions, enhancing customer satisfaction, or streamlining operational processes, their combined expertise ensures you’ll have the tools and insights to succeed.
Training Courses to Improve Performance
Some businesses prefer to take their benchmarking results and work on improvements independently—that’s perfectly fine!
For those seeking extra support, we offer tailored training courses designed to help you and your team achieve measurable improvements in Agent Mastery, Overall CX, and Accessibility.
These training programs are particularly useful for enhancing soft skills, such as empathy, communication, and problem-solving, which are vital for success in both sales and customer service roles.
These courses are an excellent option for organisations wanting targeted assistance to enhance their performance and benchmarking scores.
Whether it’s boosting sales, improving customer satisfaction, or streamlining processes, our training programs provide actionable skills to drive results.
Flexible Training Options
Our training is available for:
• Frontline Employees: Focused on mastering the five core Agent Mastery soft skills and call-handling behaviours to deliver exceptional service and results.
• Team Leaders: Equipping leaders with skills to coach, motivate, and enhance team performance.
• Contact Centre Managers: Covering advanced topics like contact centre management, workforce optimisation, and designing quality frameworks.
For detailed course descriptions, expand the dropdowns below:
Frontline Employees
Whether it’s for sales or service, we have purpose-built training courses that teach your employees the skills they need to improve your customer service benchmarking scores and, more importantly, improve the results for your business.
Recommend courses to improve customer service:
We’ve also got specific courses for technical support roles, reception roles and more. Learn more >
Recommend courses to improve inbound sales:
Team Leaders
One of the primary roles of the Team Leader is to improve the performance of their direct employees.
We have a specific course that will teach your Team Leaders HOW to improve the performance of their employees including:
- Ensuring they understand the quality assessment framework.
- How to coach and provide feedback.
- Specific techniques to improve performance against each of the core competencies and the 18 different behaviours.
Please note that we recommend Team Leaders complete the Frontline Employees training listed above for sales or service.
This way, they will first learn the Quality Framework they will be coaching in detail.
Learn more about the Contact Centre Coaching PRO course >
Other recommended courses for Team Leaders:
Contact Centre Managers
With over 75% of contact centre managers starting their career on the phones, it’s common that the majority of their skills were learnt on the job, and they have inherited pre-existing KPIs, processes and procedures that were already in place.
But regardless of your industry sector or the size of your contact centre, there are industry best-practice that every contact centre manager should know that will improve the efficiency and effectiveness of any contact centre.
We highly recommend the following courses:
All courses are delivered by CX Skills, a trusted provider with a 4.9/5.0 average customer review rating, having trained over 170 Australian organisations across various industries.
Take your contact centre’s performance to the next level with training that delivers measurable improvements and supports your business goals.
Sector-Specific Insights: Take the Lead in Your Industry
If you work in a sector like banking, councils, or car insurance, the value of our benchmarking service is immediately clear—we already publish sector-specific results in the Australian Call Centre Rankings, giving you a wealth of comparative data to leverage.
But what if your sector isn’t currently listed?
By purchasing this benchmarking service, you’ll initiate the process of adding your sector to the Australian Call Centre Rankings.
This means:
• You’ll still receive comprehensive benchmarking data for your business and five nominated competitors.
• Your participation will pave the way for the publication of sector-specific data, just like we’ve done for other industries.
• You’ll position your company as a leader in your sector, helping to set the benchmark for others to follow.
• Your sector will appear in all the benchmarking data, including a quarterly sector report and all Leaderboards.
We understand that some organisations may prefer to keep their performance private. That’s why you have the option to exclude your data from the published rankings, ensuring complete control over how your results are shared.
This service is ideal for organisations looking to gain powerful insights, enhance performance, and establish themselves as industry leaders—whether in well-established sectors or emerging industries.
View Industry Sector Specific Data:
Ready to Elevate Your Contact Centre Performance?
Gain powerful, independent insights into your contact centre’s performance with industry-leading benchmarking—all for a highly competitive price starting at just $1,297 per month (ex GST).
Why Choose ACXPA’s Benchmarking Service?
• Value-packed: Includes benchmarking for your business and five competitors, with actionable insights and trend analysis.
• Flexible commitment: Sign up for as little as three months, with the best value available for 12-month plans.
• Exclusive savings: ACXPA Members save 10%!
• Industry-driven: We’ve made this service affordable because we’re committed to enriching the contact centre industry. Your participation not only benefits your business but also helps build valuable, independent, sector-wide data for benchmarking.
Whether you want to improve customer satisfaction, boost sales, or streamline operations, our benchmarking service delivers the data and guidance you need to achieve measurable results.
Speak to an Expert
Want to learn more or discuss how benchmarking can benefit your business?
We’re here to help:
• Call us at +61 39492 2871
• Email us at insights@acxpa.com.au
• Book a session with our CEO, Justin Tippett
Or simply leave us a message via the form, and we’ll get back to you promptly.
Contact Centre CX Benchmarking Enquiry
Frequently Asked Questions (FAQs)
Have questions? We’ve compiled answers to some of the most common questions about our Contact Centre CX Benchmarking service to help you make an informed decision.
Frequently Asked Questions
How much does it cost?
Our Contact Centre CX Benchmarking service starts from just $1,297 per month (ex GST), and ACXPA Business Members enjoy a further 10% discount. View detailed pricing and options on our order form >.
How long do I have to sign up for?
The minimum commitment is three months, but the best value is available for 12-month plans.
Why is it so affordable compared to other benchmarking services?
As an industry association, our goal is to improve the contact centre industry, not maximise profits. By using a flexible, remote workforce and cutting unnecessary overheads, we can offer a cost-effective service while providing high-quality insights that benefit both your business and the wider industry.
How many calls do you assess each month?
For our standard package, we conduct six Mystery Shopping calls to your business and six calls to each of your five nominated competitors, totalling 30 calls per month.
Is six calls per month enough to assess performance?
Yes. Based on decades of experience, we’ve found that six calls provide a reliable and accurate assessment of your contact centre’s performance. However, if you’d like more calls each month, just let us know, and we’ll customise the service to your needs.
How many competitors can I benchmark against?
Our Standard Packages allows you to nominate five competitors in the same industry sector. If you’d like to benchmark against more competitors, this can be arranged for an additional cost—just let us know!
Can I use the benchmarking service without including competitors?
Yes! If you prefer to focus solely on your contact centre’s performance, our Call Quality Assessment Service offers the same proven framework, tailored specifically to track your strengths and areas for improvement without competitor comparisons.
What if my sector isn’t listed in the Australian Call Centre Rankings?
No problem! By joining the service, your sector will be automatically included in the Australian Call Centre Rankings. You’ll also help establish sector-specific benchmarks, positioning your company as a leader in your industry.
What type of scenarios do you use for Mystery Shopping?
Our scenarios are tailored to your industry and designed to reflect real customer interactions without revealing the mystery shopper’s identity. If you have specific scenarios you’d like tested (e.g., placing orders, handling account issues), we also offer a customised Customer Service Benchmarking Service >.
What data do you share with me?
For each of your six Mystery Shopping calls, you’ll receive:
- Call recordings
- Detailed scoring across over 60 individual metrics.
- Evaluator notes
You’ll also see how you compare against your competitors and aggregated sector data.
Can I exclude my results from the published Australian Call Centre Rankings?
Yes. If you prefer to keep your results private, you can opt to exclude your data from the published rankings.
Do you also benchmark live chat and emails?
Yes! Our Customer Service Benchmarking Service > includes benchmarking for live chat, emails, and more.
Can you assess calls that I send to you?
Absolutely. We offer a Call Quality Assessment Service > where we assess your recorded calls using the same standards. This is a great way to supplement your internal QA program.
How do I get started?
It’s easy! Simply complete our online order form >, and we’ll guide you through the setup process.
What industries do you currently benchmark?
We provide sector-specific benchmarking for industries such as aged care, banking, car insurance, councils, education, energy, and internet. Don’t see your sector? No problem—when you sign up, we’ll start benchmarking your sector and include it in the Australian Call Centre Rankings.
How quickly will I receive my reports?
Monthly reports are typically delivered within the first week of the following month. Quarterly reports, which include additional insights and trends, are provided shortly after the quarter ends.
What happens after the three-month minimum period?
After the three-month minimum period, you can choose to continue on a rolling quarterly basis or sign up for a longer-term plan for better value. The best pricing is available for 12-month plans.
When I sign up, will I get historical data for my business?
No, data for your business will only be available from the time you join. Benchmarking begins after your service is activated, and you’ll start receiving insights with your first monthly report.
