Qantas Super CSBA Retirement Confidence Index

CSBA and Qantas Super recently formed a joint initiative to launch the Qantas Super CSBA Retirement Confidence Index. For the first time in Australia, an industry standard measurement index improves insight into Australian’s engagement with Superannuation and retirement planning. The Index, launched in March 2018 will be tracked quarterly by Qantas Super and CSBA, bringing innovative and valuable trends and insight into Superannuation, and perceptions and expectations of Australians (and different segments of the population) in relation to retirement planning. Please click on the following link for further information, or contact

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It’s not always about the money for members who are planning to switch Superannuation Funds

21st November, 2017

A recent CSBA and FEAL survey of over 6,000 members from 34 Australian superannuation funds found that 10% of members intend to switch away from their current fund in the next 12 months. Only around one third of these members plan to switch for better financial returns or lower fees, with a similar proportion intending to switch due to a change in employment, seeking better customer service or to consolidate their superannuation with another fund.

FEAL CEO Joanna Davison stated that funds have a degree of control over member retention through communication and customer experience.

“There are many reasons members consider leaving their fund including member experience, products and entitlements. Funds may retain members who are considering leaving the fund through great service and proactive education. Communicating the option to take their current superannuation to a new job, and consistently providing experiences that lead members to consolidate with your fund rather than with an alternative fund can improve retention rates. Funds participating in this industry benchmarking program are evaluating member feedback on a regular basis and benchmarking their performance against other funds, as well as gaining insight into best practice within and beyond the sector.

 The study also found that member loyalty was strongly linked to members’ level of trust in their fund and members feeling valued by their fund. David Laffin, CSBA Superannuation CX Research Director highlighted an increasing challenge for funds to retain members.

“Member expectations of Superannuation funds are increasing and it is so much easier to compare and switch your fund these days. Funds with a strong and consistent member focus, funds that listen to their members and act on member feedback, making interactions easy for members and making members feel valued at all touchpoints build trust and loyalty.”

 “As expected, we continue to see differences in engagement and loyalty across different age groups, and as an industry, building stronger engagement with younger people gives funds a head-start in building trust, which leads to long-standing relationships. It is important that funds consistently demonstrate that they care about each of their members.”

 “Some members suggested more personalised service would help increase their engagement with superannuation, and it is no surprise that leading funds prioritise member segmentation and profiling to better understand how different member segments think, what their needs are, and how communications can be tailored accordingly, helping to build engagement, trust and reducing the risk of members leaving their fund.”

For more information contact David Laffin, CX Research Director, Financial Services, CSBA on 03 9605 4921 or

About CSBA

CSBA, a leading customer experience research consultancy, has been working closely with financial institutions across Australia to improve customer experience since 1997. For the past 9 years, CSBA has partnered with the Fund Executives Association Limited (FEAL) and Melbourne Business School to help Superannuation funds better understand member needs and to deliver quality customer experience, with more than 50 funds and over 55,000 members involved in one of the largest independent Superannuation Customer Experience research programs in Australia. Contact CSBA on 03 9605 4900 or

CSBA Superannuation Press Release in Money Management Newsletter:

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Introducing A New Way To Measure Customer Experience

Introducing A New Way To Measure Customer Experience

20 years ago, when CSBA first started measuring customer experience, it was all about time, connect time, call duration, getting to an answer as quickly as possible. Customer servicing was a cost, something to be managed down.
Customer’s expectations are rising exponentially;   They want their query resolved the best way, not just the fastest way. They want it to be easy, they want it to be consultative.  They want to be treated like an individual.  Our Customers expect the best from us, they’ve challenged us to look for a more contemporary approach to training and assessing the Multi Channel Customer Experience of today. 

Given the rapid shift in customer expectations we’re seeing we think that makes a lot of sense…Introducing SenseCX.

SenseCX raises the bar. The SenseCX approach:

  1. Brings to life the latest research about customer experience and reflects the ever increasing needs of your customers
  2. Is based on the latest customer research by both CSBA and the industry
  3. Is overwhelmingly the preferred interaction customers want
  4. Doubles the measures previously captured by our widely used quality program
  5. Provides measures that are actionable by you and your teams
  6. You can start it at anytime and run it for as long as you want
  7. Online dashboard reporting available within 24hrs of an assessment

SenseCX provides you with the platform you need for training, quality assurance and mystery shopping that lets you raise your customer interactions to the next level.  It makes sense.

Download more information here or call CSBA on 03 9605 4900 to talk to us about how we can help.




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Top 10 Customer Service Providers

Each quarter CSBA assesses over 250 organisations to provide the Customer Service Index. The top performers per quarter are listed via industry and overall. But what does this mean and how do we come up with the top performer each quarter ?

CSBA’s Customer Service Index is calculated using the Customer Service Grid. The Customer Service Grid assesses an organisation’s performance based on a customer’s overall experience from when they are searching for information to ultimately having their enquiry resolved.


QUARTER 2, 2016-17

1. GWM Water
3. Strathbogie Shire Council
4. Town Mosman Park
5. Hobart City Council
6. City of Yarra
Eurobodalla Shire Council
8. University of Western Australia
Coliban Water
10. Link Housing
Townsville City Council
1. Automotive Nissan
2. Banks – General ING Direct
3. Banks – Loans NAB
Home Loans
4. Energy ActewAGL
5. Housing Services Link Housing
6. Insurance AAMI
7. Local Government Strathbogie Shire Council
8. Superannuation Colonial First State First Choice Superannuation Trust
9. TAFE Chisolm
10. Telecommunications  Virgin Mobile
11. Tenancy Authority NSW Fair Trading Tenancies
12. University University of Western Australia
13. Water GWM Water

If you are assessing or reviewing your customer service to monitor and improve performance, CSBA’s quarterly customer service benchmarking assessment can provide an independent validation of your internal assessment of the customer experience as well as benchmarking you against others. It generates specific, objective feedback you can use to reward and reinforce great performance as well as practical insights you can implement  to improve the customer experience. Enrolments for the next quarter are open now so if your team could your team benefit from external feedback, contact CSBA to find out.



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Staff driving change in VicRoads Customer Service

Staff driving change in VicRoads Customer Service

CSBA were delighted to be able to host a group of clients to tour and experience the new VicRoads Customer Service Centre hub@exhibition.  Designed and driven by customer service staff, the new service centre sets the standard in customer focused design.  VicRoads used customer feedback to redefine the customer service roles, induction programs, uniforms, processes and the actual customer service centre itself.  The result is a new state of the art centre capable of serving the increasing number of VicRoads customers able to access services through the new central CBD location.

“Having conducted a range of customer service feedback over the years, we felt we finally had enough input to really redesign every aspect of customer service and the results have been very positive”, says Michael Coughlan, Area Manager from VicRoads.  “Our goal was to make a connection, make it easy and make a difference and this first hub will do just that”.

“We have worked with VicRoads for more than 3 years providing them with insights based on the feedback from their clients.  It is great to see these insights put to such great use in totally redesigning the customer experience” said CSBA MD Paul van Veenendaal.  “This is what real feedback and research is all about, not just numbers but being able to make a real difference to customer service.”



Click here to download.

For more information contact:

  • Megan Sulzberger, Marketing Manager, CSBA
  • 03 9605 4900,

About CSBA

CSBA are customer experience and research specialists and we have worked with a large number of government instrumentalities and infrastructure businesses across Australia since we began operations in 1997.   This depth of experience has provided us with an understanding of the major issues facing these organisations.  We work closely with the Melbourne Business School to ensure our methods are world class and our research robust.  We know government, we know service and we want to bring the sum of this experience along with our clients’ inside knowledge to help organisations deliver the best customer experience possible.

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Tertiary News

Congratulations UTS:INSEARCH
2016 ATEM Award winner for
‘Excellence in Telephone Customer Service’

CSBA presented the much coveted award for ‘Excellence in Telephone Customer Service’ to UTS:INSEARCH at the ATEM Student Service Centre Conference in Perth on June 1 – 3.
CSBA are pleased to announce that UTS:INSEARCH is the first pathway to participate in the program and awards, and we are delighted to congratulate them on winning the overall award against all other participants. Each participating institution was contacted by telephone from February through to March and simple questions were asked to determine how effectively the institution met its callers’ needs. Calls were rated using different criteria that reflect the service quality of each call. The results were then collated and the winner revealed.
CSBA is a proud sponsor of the ATEM SSC Conference and the theme of this year’s Conference was “Navigating change in Higher Education – how do we provide high quality customer service in an ever evolving environment?” 
The conference gave participants the opportunity to share best practice through fabulous key note and concurrent sessions.


UTS:INSEARCH is the leading provider of English Language education and pathways for the University of Technology Sydney.
It has been teaching English to international students for more than 25 years. It is this experience and commitment which makes it a leading English language provider in Australia, and supports its strong reputation globally.  Today, UTS:INSEARCH not only offers its Academic English program in Sydney, but also collaborates with partners to deliver English in China, Korea, Indonesia, Myanmar and Vietnam.
UTS:INSEARCH’s vision is to bring university success within reach of more people around the world.  It does this because education plays an important part in our society and world, not only in helping individuals to learn, create and pursue new opportunities, but also in empowering them to help others.
To support this commitment to excellence and manage the growth in its student population, its Sydney Operations team – which includes Student Admissions, the Student Centre and Student Events and Activities  – have been undertaking a continuous improvement program and developing innovative solutions to ensure their service is of a high standard, and is continually evolving.

The team has developed a new service philosophy, based on caring, accountability, responsiveness and empowerment which is encouraging this continuous commitment to excellence.

Online enrolment and first call resolution – the key to improving student experience

In the biannual round of the syndicated Student Enrolment Satisfaction study the big improvement driver was online enrolment and speed of resolution. Perhaps in the age of digital disruption this should not come as a surprise to anyone, but what might be of interest is the disparate experience students report depending on their college or faculty.

The CSBA program runs in Feb/Mar and July/Aug to coincide with the key intake periods on most campuses.  The program contains two elements – a mystery shopping component where trained CSBA operatives conduct phone, email and face to face “mock” enrolment related enquiries as well as an online student satisfaction survey.  The satisfaction survey provides rich insights into which aspects of enrolment are working well, and what areas there are for improvement.

For further information contact Lisa Calandro, Business Development Manager on 03 9605 4900 or download a copy of the prospectus 2016 Student Customer Experience Index (SCEI) Prospectus


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CSBA’s Customer Service Index

Each quarter CSBA assesses over 250 organisations to provide the Customer Service Index. The top performers per quarter are listed in the newsletter via industry and overall. But what does this mean and how do we come up with the top performer each quarter ?

CSBA’s Customer Service Index is calculated using the Customer Service Grid. The Customer Service Grid assesses an organisation’s performance based on a customer’s overall experience from when they are searching for information to ultimately having their enquiry resolved.


CS Grid

Annoyed Quadrant (upper left)
Annoyed Quadrant highlights experiences where callers have had their call quickly and correctly answered (Getting Through), however have received inconsistent service through an Agent not properly engaging them or resolving their query in the right way (Service Delivery).

Dissatisfied Quadrant (lower left)
Dissatisfied Quadrant reveals areas of poor customer service as callers generally felt irritated with their experience. Calls either dialled out, were only answered after excessive waiting times or were not answered appropriately (Getting Through). Lengthy connect times (4+ minutes) also means callers were unable to receive the service they initially called for. Callers can also become increasingly frustrated with Agents who deal with them in an unacceptable way or were unable to effectively resolve their query (Service Delivery).

Satisfied Quadrant (upper right)
Satisfied Quadrant is where callers were relatively pleased with their overall experience. Their calls generally were answered within a reasonable timeframe, and they were greeted warmly and correctly (Getting Through). Agents also ensured they dealt with the caller in the appropriate manner, and all their enquiries were adequately resolved (Service Delivery).

Restless Quadrant (lower right)
Restless Quadrant is where callers become increasingly frustrated with their initial experience as a result of having to wait for their call to be answered or transferred (Getting Through), despite eventually dealing with an Agent who was personable and promptly resolved their query (Service Delivery)

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Press Release: Federation announces a new partnership with CSBA, the Customer Service Specialists

The NSW Federation of Housing Associations is proud to announce a new partnership with CSBA, the Customer Service Specialists, to provide members with access to experts in improving customer service and centricity.  With extensive experience in improving the customer service of Housing Providers, CSBA’s services include:

  • Independent measurement of customer service performance and customer feedback
  • Training in Service Excellence, Handling Customer Complaints and Managing Service Challenges
  • Consulting services to guide clients on the journey to true company-wide customer centricity

CSBA have a proven record of success in this field, employing unique and effective methodologies while staying firmly aligned with the values and aspirations of their client. We greatly look forward to engaging all our Associations with CSBA’s program and achieving positive and sustainable improvements.

David Laffin, CSBA’s consultant working with Housing Providers to improve customer service, says

“We are seeing many businesses, including Housing Providers, focus more on their customers, developing customer service standards, measuring service performance on a regular basis, and undertaking training to improve the quality and consistency of service. Housing Providers are undertaking training programs specific to their sector to help staff manage service challenges and complaints, an area of weakness for the sector. As well as servicing customers more effectively, some Housing Providers are reporting greater staff engagement and satisfaction through staff feeling more confident to provide quality service to customers.”

Please see the links below for services tailored for Housing Providers:

Mystery shopping benchmarking information

Customer Service training program

For more information please contact Megan at  or on 03 9605 4945

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Press Release: Australians overwhelmingly grateful for mandatory super

Australians overwhelmingly grateful for mandatory super

New study reveals Australians are disengaged, yet have no regrets when it comes to superannuation

Sydney, April 2015: Despite a lack of engagement with their superannuation, the overwhelming majority of Australians have no regrets about investing in super.

This is one of the surprisingly strong findings from the 2014 Net Promoter Score Survey (the Survey), an annual joint initiative of the Fund Executives Association (FEAL), Customer Service Benchmarking Australia (CSBA) and Melbourne Business School (MBS).

The Survey is now in its seventh year, and is designed to benchmark member satisfaction with their super fund by assigning each fund a net promoter score (NPS)[1] based on responses collated from over 4,500 interviews with fund members twice a year. The difference in the July 2014 survey was that additional questions around the subject of ‘regret’ were added to the Survey by Professor Don O’Sullivan, Associate Professor of Marketing, and Ujwal Kayande, Professor of Marketing, at MBS.

Professor O’Sullivan was interested in understanding what Australians really feel about mandatory superannuation, given how little thought most people give to their super choices, and at a time when super is very much in the spotlight in terms of its structure, adequacy and interaction with the tax system.

Professor O’Sullivan said most people do not make an active decision to join a super fund. Sixty-eight percent end up in the default fund, and only 13% follow recommendations. Most do not fully understand what they are buying.

“Engagement with super is incredibly low. In fact, most Australians do not apply a rational decision making process to their choices about super, they give it about as much thought as buying a bar of chocolate, and unless something goes horrifically wrong, their on-going strategy could best be described as set-and-forget.

“That’s why we chose to ask questions about regret, to find out what Australians ultimately think about the outcome of super choices that, due to their own inaction, are made for them by others,” Professor O’Sullivan explained.

Questions included, “If I had the choice, I would not have put my money into a superannuation fund”, and participants were also asked whether they regretted their decision to join a particular fund, and whether they regretted their current investment option with a particular fund.

Professor Kayande said that regret was revealed to be so low as to be negligible, and lowest of all among older Australians. This is no doubt because older Australians are closest to retirement and accessing their savings, but statistically there was very little difference between the levels of regret of younger versus older Australians.

When it came to the differences between default and customised super options and putting money into super, the Survey found that levels of regret across all three groups were extremely low.

“And that’s great news for the founding fathers of our super system, like Paul Keating, who had to fight so hard to introduce mandatory super and to sell the benefits,” said Joanna Davison, CEO of FEAL.

Speaking about the member satisfaction results, Ms. Davison  said that NPS scores recorded were excellent again this year. Most of the funds surveyed received a positive NPS, which is widely seen as a strong result in any industry.

“This is a great overall finding, but for super funds aiming to continue to meet and exceed member expectations, the Survey also revealed a number of insights into what members value most.

“Service was the number one driver of satisfaction, with members citing reliability, a strong reputation or brand and responsiveness as most important,” Ms Davison said.

Ms Davison said that participation in the Survey, including analysis of results at the subsequent workshop conducted by Professor O’Sullivan had once again proved to be of enormous benefit to funds. Funds looking to benchmark their performance and identify ways of measuring and improving member satisfaction and engagement were all able to take away actionable insights which could be applied to their overall business strategy.

In conclusion, Ms Davison said that the results of the Survey, and in particular the findings about regret were unexpected yet very revealing.

“If Australians do not regret contributing to super and are ultimately happy with the outcomes that the industry provides for them, then super funds are doing what they were set up to do.

Which is great news for all Australians,” she said.

<< ENDS >>

For more information, or to arrange an interview, please contact:

Alicia Eu
BlueChip Communication
(02) 9018 8603 / 0412 552 004
Valentina Ciampi

BlueChip Communication  
(02) 9018 8609 / 0404 053 001


About the Fund Executives Association Ltd:

Fund Executives Association Ltd (FEAL) is an association dedicated to supporting the professional development of leaders in the superannuation industry. It provides members with an arena in which to discuss industry issues and learn from peers. Events include a National Conference, a Fund Executive Forum and national luncheon briefings. Members also have access to scholarships and award programs.

[1] An NPS is a widely use measure of customer loyalty around the world.


Press Release_FEAL_2014 NPS Survey_Regret_2015

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We have been seeing more and more companies seeking to become a customer centric organisation. So what does this mean?  We believe it is almost impossible to separate the principle of customer-centricity without factoring in technology and corporate culture. After all, customer experience success can hardly be maintained if it’s not at the core of a company’s operating fabric.

So when we were asked how we would define a customer centric organisation we came up with the following ‘Six Cs’:

  1. Clarity. Clarity is something that every leadership team should have. Without a clearly defined purpose, strategy and message, you will find it difficult to connect to your customers – and engage your staff.
  2. Commitment. Commitment is about showing that you are willing and able to invest the time, effort, people, and financial resources to do what it takes to deliver and improve your performance – not just in the short term, but year in, year out.
  3. Connectivity. This is about working across the organisation, taking an end to end view and keeping everyone up-to-date on the progress of what everyone does every day.
  4. Capability. Making sure that people have the right skills, are given the right tools and knowledge and are trained and supported to provide great customer service.
  5. Consistency. A consistent voice is imperative across various touch points, content and channels because it defines your brand ‘voice’ and makes you more credible and trustworthy.
  6. Cohesion. This is the ‘glue’ that describes what it is like to work here, the everyday practices and the shared values that everyone understands is  really important for the company. It’s that little bit extra that helps day to day but really makes a difference in emergencies or in service recovery.

We have developed a useful checklist to help identify and plan what can be done to move your organisation to being more customer centric. If you would like to know more please feel free to contact us for a chat.

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