Specsavers has been named the top-performing brand in Australia for customer experience in the 2025 KPMG Customer Experience Excellence (CEE) Report. The company achieved the highest overall score of 8.08 across 116 evaluated brands.
The report, now in its 16th year, is the largest global benchmark of customer experience excellence, assessing brands across six key pillars: personalisation, time and effort, expectations, integrity, resolution, and empathy.
The report, now in its 16th year, is the largest global benchmark of customer experience excellence, assessing brands across six key pillars
Specsavers led all six pillars among comparable health and retail brands, with standout performance in empathy, and time and effort, reflecting its commitment to customer-centric transformation.
Earlier this year, Specsavers was named the second best place to work in New Zealand and the fourth in Australia by Great Place to Work.1,2
Gareth Dixon, Director of Retail Operations ANZ, said the recognition reflected the “incredible work of our teams across Australia and New Zealand”.
“We’ve invested heavily in digital transformation, AI innovation, and frontline empowerment to ensure every customer interaction is meaningful, efficient, and empathetic. Being ranked number one is an honour, but more importantly, it reflects the trust our customers place in us every day,” he said.
Strategic initiatives implemented by Specsavers have included:
- Real-time feedback tools like the InMoment app, which enables store managers to respond to customer sentiment and improve service at a local level.
- InMoment analytics integration, that embeds customer insights into training, onboarding, and recognition programs to drive consistent service standards across stores.
- Optical coherence tomography (OCT) technology, which is offered to patients at no cost, improving early detection of eye conditions such as glaucoma, and
- Website personalisation and virtual try-on tools to assist in the online shopping experience.
“Specsavers’ customer experience strategy is underpinned by a strong employee experience (EX) culture,” said Mr Dixon. “The organisation fosters an inclusive, growth-focussed environment that encourages our team to bring their authentic selves to work. This investment in development and ownership has translated into higher engagement, accountability, and customer care.”
According to the report, Specsavers’ Net Promoter Score (NPS) remains high, with customers frequently praising the professionalism of staff, affordability of products, and ease of access to services, with the overall sentiment reflecting a deep trust in the Specsavers experience.
The report also highlighted Specsavers’ strong performance in both digital and physical channels, with an 8.42% increase in website satisfaction and a 3.28% uplift in in-store satisfaction year-on-year.
References
- Best Workplaces in Australia 2025. Available at greatplacetowork.com.au/best-workplaces-in-australia-2025 [accessed Nov 2025]
- Best Workplaces in New Zealand 2025. Available at greatplacetowork.co.nz/best-workplaces-in-new-zealand-2025 [accessed Nov 2025]
