CGU claims top spot for best customer experience company

Telstra takes out people’s choice award

CGU Insurance has claimed pride of place at the top of the best consumer experience companies list 2014.

The list was compiled by consultancy firm Fifth Quadrant and analytics software developer Flamingo. The study was conducted in conjunction with Oracle and CMO Magazine.

The awards were announced following a process that involved a judging panel of industry professionals and participation from consumers through online voting. Fifth Quadrant said entries were evaluated utilising a rigorous and propriety framework to ensure that the assessment process was robust and objective.

According to the list, CGU Insurance, Bupa, CBA, Coles, RSPCA and AGL are among organisations which provide the best customer experience (CX) in Australia.

CGU Insurance won best CX company for 2014 and Bupa Australia took home the best CX, leading CX initiatives award. Inventium was honoured with the 2014 best CX organisational leadership award.

Several People’s Choice awards were included following a poll of 2500 consumers who were asked to nominate up to five organisations that they felt provided them with an amazing customer experience in Australia across six industry sectors.

Telstra was awarded Australia’s best CX company people’s choice 2014. The telco also won best CX company people’s choice for telco, paid media and internet providers.

The Commonwealth Bank won the people’s choice for finance, banking and insurance. AGL received the nod for utilities; the RSPCA for human and animal health; TAFE for government and education; and Coles received the people’s choice award for retail and wholesale.

Fifth Quadrant chief executive, Dr Catriona Wallace, said that customer experience was a large trend driving organisational transformation at the highest level.

“Fifth Quadrant has found that Australians are prepared to pay 14 per cent more for good, consistent customer experience. At the same time, organisations without a CX strategy churn customers and have higher costs. Nine in 10 Australians switch to a competitor because of a poor experience and eight in 10 actively advise friends and family to avoid companies that have provided a poor service.

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Tags CBAFifth QuadrantAGLRSPCAcolesDr Catriona WallaceTelstraCGUCustomer ExperienceBupa

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