Redefining CX Excellence
In a year dominated by talk of AI-driven digitisation, Specsavers’ rise to the top of KPMG’s Customer Experience Excellence (CEE) rankings tells a refreshingly different story. Their CX success wasn’t powered by algorithms — it was powered by empathy.
Over the past few years, the brand’s transformation has been deliberate and human-centred. From sixth place in 2021 to number one in 2025, Specsavers has embedded the foundational CX pillars of Empathy, Expectations, and Resolution into its operating model, demonstrating that sustained customer excellence comes from within the organisation, not only from the latest technology.
The Facts: AI Adoption
AI adoption in Australia is growing fast but remains uneven. Larger organisations are leading the charge, yet for many, adoption remains piecemeal rather than transformational. The Reserve Bank of Australia notes that uptake tends to occur in pockets, often employee-driven, focused on productivity gains rather than enterprise-level strategy or customer value creation.
Specsavers has taken a more deliberate route. Its CX evolution has focused on customer-centric organisational alignment; connecting their people and technology to a deep understanding of customer needs rather than chasing high-impact AI use cases. The business has invested in customer insight, listening to what customers value most and reshaping in-store and online experiences to reflect how their customers want to interact.
Measurable CX Results
The results are measurable. Year-on-year, Specsavers achieved gains across key CX drivers: +2 % in Personalisation, +3 % in Expectations, and significant lifts in Empathy (+6 %) and Resolution (+3 %). These aren’t abstract metrics; they represent stronger customer trust, faster resolution and more emotionally intelligent interactions across the network.
Crucially, Specsavers’ leadership recognises that technology doesn’t deliver empathy — people do. Customer insights directly inform the brand’s CX framework, embedded across training, onboarding, and recognition programs. Every partner and employee is educated, empowered and celebrated for the role they play in improving the customer journey.
Customers Need to Feel Valued
The result: a business that hasn’t lost sight of its purpose — delivering exceptional care through human connection. In an era where many brands are chasing automation, Specsavers’ performance is a timely reminder that CX excellence begins with understanding people and ends with experiences that make them feel valued.