New data has revealed which Aussie brands offer the best online customer service, and which have room for serious improvement.
Inside Retail’s December 2024 Online Customer Experience (CX) Index revealed footwear brand at Midas offers the best online customer service experience for Aussie shoppers.
It was followed by teen fashion brand Supre and homewares and lifestyle brand Sage and Clare, which claimed second and third place respectively.
Compiled by Inside Retail and Humii, the Online CX Index evaluates retailers on delivery, returns, overall experience and customer service using data from Humii’s network of online mystery shoppers.
Metrics for the customer service rating include the availability of self-service support options, FAQ pages, live chat, email support, support response and resolution times and overall quality.
Midas’ customer service rating
Midas is a footwear brand offering a range of shoes inspired by Italian and European fashion including boots, heels, and sandals.
Midas secured its position at the top of the Index with a score of 80.95 out of 100. The brand was recognised for its swift dispatch times and consistent communication, as well as its commitment to keeping customers informed at every stage of their order.
The retailer was also rated highly for its detailed FAQ page and live chat function, as well as free 30-day returns.
Supre’s customer service rating
Supre is a fashion brand owned by the Cotton On Group, offering a variety of clothing and accessories designed for 16 to 20 years old.
Supre earned the number two spot in the Online CX Index, with a score of 80.02 out of 100. The retailer is praised by consumers for providing responsive, friendly and effective support across its live chat, email and help centre.
In addition to its focus on customer service, Supre has implemented a hassle-free returns process, allowing customers to exchange or refund items at any time after purchase.
Sage and Clare’s customer service rating
Sage and Clare is a homewares and lifestyle brand founded in Melbourne that specialises in colourful hand-made textiles, décor and accessories.
The brand secured the third spot, with a rating of 79.54 out of 100. Customers noted the brand’s attention to detail, clear communication and personal touches throughout their transaction journey.
Inside Retail noted the brand’s FAQ page was detailed and helped customers find information without contacting the brand directly. If shoppers do need help from a customer service representative, the brand’s email response time is within four hours, reflecting the homewares industry’s standard.
Driving better online retail standards
Canstar Blue’s Consumer Editor Meagan Lawrence said the competitive online shopping market means brands have to offer quality service if they want to entice customers to return.
“Online shoppers are savvier than ever and care about more than just products and prices,” she said.
“People are looking for brands that align with their own values, and they want to be treated like more than a transaction.
“Brands that recognise this and offer personalised, quality customer service are more likely to see shoppers coming back for more.”
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