Australia’s big brands and service sectorsAustralia's three most valuable brands spanned three different industries in 2020; supermarket giant Woolworths, telecommunications provider Telstra, and one of the so-called 'Big Four' banks, Commonwealth Bank. The three sectors represented here were the leading sectors in terms of Australian brand value. Customer satisfaction is important for all three, with these sectors dependent on customers purchasing their products and services in the B2C space.
Customer satisfaction across sectorsCustomer satisfaction is affected by different factors depending on the sector. The key drivers of customer satisfaction in supermarkets were value for money, the freshness of produce, and customer service and accessibility of staff. With many customers favoring budget-friendly grocery stores, it comes as no surprise that Aldi was one of the most recommended supermarkets in Australia.
In the finance sector, most banking customers were already satisfied with their primary bank. The Big Four banks tended to have slightly lower satisfaction ratings than their customer-owned counterparts. Additionally, the security of assets and quality of advice were important reasons for changing financial service providers in Australia.
Looking at telecommunications, most Australians were satisfied with their current mobile carrier. Mobile phone services made up just under a third of the share of total complaints made by telecommunications customers to the industry ombudsman in Australia. In terms of internet service, most users were unlikely to change their home internet provider, indicating Australians were mostly satisfied with the services they received in this sector.