Lexus on top for customer satisfaction

In a world where most of us dread calling customer service, Lexus has achieved the seemingly impossible – making 98.2 per cent of its customers happy enough to tell researchers about it.

The luxury car brand clinched Roy Morgan’s prestigious ‘Best of the Best’ Customer Satisfaction Award for a third time, setting a new record in the process.

The Japanese automaker edged out Aussie Broadband (96.1%) and booze supplier Dan Murphy’s (96.0%) to claim the top spot among 38 category winners.

Apparently, getting people excited about their luxury vehicles is slightly easier than selling alcohol, which says a lot about changing Aussie culture.

Lexus dominated throughout 2024, winning 11 monthly satisfaction awards and also securing its sixth Car Manufacturer of the Year title.

Roy Morgan’s CEO, Michele Levine, said: “Lexus has returned to the top spot of Australian brands in 2024,” before rattling off a string of percentages that prove Australians really do keep score.

The annual awards, based on Roy Morgan’s comprehensive ‘Single Source’ survey of over 60,000 Australians, also recognised several other companies with high satisfaction ratings.

Samsung (94.8%) and Singapore Airlines (94.3%) ranked highly, while clothing retailer Suzanne Grae (93.4%) continued its three-year streak in the top 10, proving that in-store shopping and the human touch are important to customers.

Meanwhile, neobank Up maintained its position among the elite satisfiers for a second year running with 92.0% satisfaction, demonstrating that even banking can occasionally avoid making people miserable, while Mexican-inspired fast-food chain Zambrero scored 92.1%, suggesting you can inspire people with a burrito.

For companies wondering how to achieve these stratospheric satisfaction levels, Roy Morgan helpfully notes they track “customer satisfaction, trust and distrust, switching, engagement, loyalty, advocacy and NPS [Net Promoter Score].”

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