Super Fund Service Falls Short for Many Australians

A recent mystery shopping exercise by Super Consumers Australia and Customer Service Benchmarking Australia tested call centres at 20 major super funds through 1,000 calls. The scenarios included prospective members, people assisting relatives from non-English speaking backgrounds, and callers experiencing distress while seeking access to their super. The overall result was poor, with the sector recording an average customer experience score of just under 50 out of 100.

The findings are important because super is not an optional extra. Most working Australians are required to have it, and many will rely on their fund for complex, high-stakes moments such as retirement planning, death benefit claims, insurance through super, hardship applications or account changes. In those situations, the ability to speak with someone who is clear, empathetic and practical can be just as valuable as a slick app or a strong annual return.

The study found that no fund achieved a score of 55 or higher, while several fell below 50. Some funds were criticised for call wait times, while others were marked down for shifting too much responsibility back to the caller. That matters particularly for vulnerable members, including people dealing with bereavement, injury, domestic violence, language barriers or financial stress.

Super funds and industry bodies have argued that call-centre mystery shopping does not capture the full member experience, especially when test callers may not pass normal identity checks or use digital channels that many members now prefer. That is a fair limitation. However, it does not erase the broader concern: when a member reaches out by phone, especially during a difficult moment, the service standard should be reliable.

For households, the practical lesson is not to switch funds based on call-centre results alone. Instead, service quality should sit alongside investment performance, fees, insurance settings and retirement tools when assessing whether a fund is still suitable. Members can test their own fund by asking questions, checking response times and keeping records of important interactions.

If an issue is unresolved, Australians should first use the fund’s complaints process. Most super complaints must be addressed within 45 days. If that does not resolve the matter, the Australian Financial Complaints Authority may be the next step. For more complex decisions, independent professional advice can help clarify options before making changes.

The episode also reinforces the value of staying informed. Super is a long-term investment, but service failures can affect people at the worst possible time. Better standards, clearer accountability and more transparent comparisons would help members judge funds by the experience they receive, not just the returns printed on an annual statement.