Venture recently undertook a one-month CX benchmarking study across 10 ANZ operators, analysing three CX channels (IVRs, Web and social):

• Leading ANZ telcos have surprisingly poor IVRs – e.g. 100+ options with near-zero self-containment in poorly structured trees. In comparison, global best practice offer higher self-containment, visual IVR, and well-executed NLP

• Their websites are in better shape. But some market leaders are still grappling with decade-old challenges such as high page load time and poor browser compatibility. In the meanwhile, global peers offer clean, minimalist websites with <7 clicks for purchase, customer reviews, and auto live chat for idle pages.

• Social media channels remain under-utilized in terms of their potential to influence sales and brand, and can improve even on basic responsiveness to Messenger and comments

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Executive summary

Over the past quarter, we have built up a detailed picture of the IVR, website and social media performance of ten ANZ telcos for key Sales and Service transactions

Our findings suggest there is a lot of room for improvement on both website and IVR design for ANZ operators

Major operators have extremely complex IVRs – customers need to navigate through multi-layered options that are not structured intuitively …

… and often do not result in problem resolution

Major operators had very long purchase journeys, and in some cases, unhelpful FAQs/ self-help sections

All operators can look to drive more value from a more active presence on social media

The good news is that there are short term quick fixes to elevate CX, while more medium-term measures are put in place to set operators up for a post-coronavirus “new normal”