According to Forrester’s 2024 Australia Customer Experience Index (CX Index™) Rankings, unveiled at the 2024 CX Summit APAC, the CX quality of most brands and agencies included in the study either flatlined or declined. 

Based on a survey of more than 8,900 adults in Australia, Forrester’s Australia CX Index benchmarks the customer experience quality of 30 brands across four industries, and measures how well a brand’s customer experience strengthens the loyalty of its customers. 

Key findings from each of the four industries for 2024 include: 

  • Banking. This year, the Australian banking industry saw the lowest average score ever since 2020. ING and Bendigo lead the industry and are the only banks in Australia in the ‘good’ category of CX.  
  • Government. The average score for the government sector in Australia fell by 3.5 points compared to last year. This year’s decline results in the government’s lowest average score ever, with all ten government agencies in the study ranking in the ‘poor’ or ‘very poor’ categories of CX.
  • Superannuation. The overall CX quality of Australian superannuation firms has flatlined, with no firm standing out with good CX. There is also a lack of differentiation in the industry, with a mere 2.4 points separating the highest- and lowest-scoring brands.  
  • Investment. The average score for investments firms in the inaugural year of this study was in the ‘OK’ category of CX. The industry also suffers from a lack of differentiation, with minimal difference between the highest- and lowest-scoring brands.  

“The quality of customer experience has been mostly flat in the last few years, with 2024 seeing a further decline,” said Riccardo Pasto, principal analyst at Forrester and author of the reports. “Despite the continued drop in CX quality, the silver lining is that more organizations are aware that they need to prioritize their customers’ needs to drive business growth. In this digital age, companies need to leverage and infuse emerging technologies like AI into human capabilities to create differentiated experiences for their customers. When companies invest in improving their CX quality, they receive many benefits, including higher customer loyalty, retention, and devotion.” 

Additional insights are available in this blog. If interested in receiving a media copy of the report for each industry, contact