Specsavers has been named the top-performing brand in Australia for customer experience in the 2025 KPMG Customer Experience Excellence (CEE) Report.
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.
In a media release, Specsavers said it led all six pillars among comparable health and retail brands, with standout performance in empathy and time and effort.
It had the highest overall score of 8.08 across 116 evaluated brands.
Mr Gareth Dixon, director of retail operations ANZ, said: “This recognition is a testament to 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.”
Specsavers said the result was driven by a series of strategic initiatives, including:
• Real-time feedback tools like the InMoment app, empowering store managers to respond to customer sentiment and improve service at a local level.
• InMoment analytics integration, embedding customer insights into training, onboarding, and recognition programs to drive consistent service standards across stores.
• OCT technology at no cost to the customer, improving early detection of eye conditions such as glaucoma and website personalisation and virtual try-on tools to assist in the online shopping experience.
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.
