High-quality care for children is essential in Australia. According to the Australian Competition and Consumer Commission’s (ACCC) Childcare Inquiry 2023 Interim Report, around 1.09 million children under five and 655,000 children aged 6 to 13 accessed childcare services in 2022. That’s 60% of children aged 0–5 and 25% of those aged 6–13.
But families aren’t just looking for supervision. They want services that make their children feel safe, supported, and engaged. Meeting these expectations means more than offering care, as it also means creating experiences that build trust and confidence. For childcare and Out of School Hours Care (OSHC) providers, delivering on these expectations is now a key competitive advantage.
How Childcare and OSHC Are Evolving in the ANZ Region
In recent years, families have shifted how they engage with childcare and OSHC. Market research from customer experience solutions provider Resonate CX highlights these changes and the dynamics behind them. According to the firm’s Childcare Customer Opportunities ANZ 2025 report, most families in Australia and New Zealand accessing these services (61%) have two full-time working parents, and 69% are high-income. Among surveyed households, 55% used childcare, 34% used OSHC, and 11% relied on both.
One of the biggest shifts from 2024 to 2025 was a 6% drop in families using childcare three days a week, with increases in one-day and five-day attendance. This shift reflects changes in work arrangements and financial pressures. Parents returning to on-site work are booking more days, while others cut back to manage costs. These shifts can contribute to churn. In the past year, for instance, 23% of childcare users and 19% of OSHC users changed providers. Location and accessibility were top drivers for this change, but staffing concerns and changing family needs were also significant factors. As families reassess their priorities more frequently, flexible and responsive providers are better positioned to retain trust and loyalty.
How Satisfied Are ANZ Parents with Childcare and OSHC Services?
A Net Promoter Score (NPS) of +50 is considered strong in the childcare and OSHC sectors. The current ANZ average sits at +35. It’s positive, but 30 points below Resonate CX’s customer average, suggesting a significant room for improvement.
Understanding customer expectations and standards can help centres measure up to them. Let’s take a closer look at how families define excellent customer experiences. In childcare, quality curriculum stands out as a top driver of satisfaction. It’s also cited by 25% of parents as an area needing improvement. Extended pick-up times (23%) and a need for more qualified staff (22%) are also common concerns. For OSHC, 21% of parents want better facilities, while staffing remains a significant factor.
Importantly, families are open to paying more for value-added services. Around 80% of childcare users and 74% of OSHC users are willing to pay extra for perks like fresh meals, on-site cafés, and transport services. Childcare users tend to be more demanding, as nearly 6 in 10 say they would switch providers for better offerings. While OSHC families are somewhat more content, 1 in 2 would also consider moving, and 22% express no interest in extras. This shows a more varied set of expectations.
Why Curricula Matter in Parents’ Choice of Childcare and OSHC Services
Curriculum plays a major role in how families evaluate service quality. Nearly 8 in 10 parents report being satisfied or very satisfied with the curriculum offered, but that still leaves a significant minority with unmet expectations. For many, the ideal curriculum balances academic development with play, including outdoor activities that keep children active and socially engaged. These are key decision points for parents weighing their options.
Another growing priority is regular feedback. Parents want to know how their children are progressing and where they may need support. This trend mirrors a wider consumer expectation for transparency and communication. Centres that offer assessments and progress updates are poised to reassure families and encourage continued attendance.
Ongoing involvement also matters. About 44% of families value parent-teacher meetings for curriculum discussions. Fortunately, this level of engagement doesn’t require major infrastructure—just a consistent commitment to communication.
How Staff Impact Parent Decisions in Choosing Childcare and OSHC Services
Staff quality is perhaps the most important factor in shaping family perceptions. When asked about staffing priorities, 44% of parents said safe and secure care mattered most. Next was warmth and friendliness (37%), which are traits that are often overlooked but deeply influential in building parent trust. This reflects broader customer experience trends: people value personal, human connections. In childcare, this starts with how staff interact with both children and parents from the outset.
Among the areas flagged for improvement are stronger child development focus (33%), more individualised attention (31%), consistent care routines (29%), and better staff qualifications (29%). Even if a centre already meets these benchmarks, it may not be communicating its efforts to do so clearly enough.
To stand out, providers should highlight their strengths during centre tours and initial conversations, especially when it comes to developmental focus, care routines, and staff training. These early impressions help parents feel confident in their choice.
Top Improvements Childcare and OSHC Institutions Can Make in 2025
According to the Resonate CX report, there are several clear opportunities to improve experiences in both sectors:
- Streamline communication: Parents want timely updates, be it in the form of photos of daily activities, incident reports, or reminders. A user-friendly app or portal can go a long way.
- Offer flexibility: Modern families need more adaptable booking options. That means casual sessions, easy rescheduling, and transparent cancellation policies.
- Enhance environment quality: From indoor play areas to outdoor spaces, physical surroundings matter. Cleanliness, safety, and design all contribute to trust and comfort.
- Focus on emotional safety: Children thrive in spaces where they feel seen, heard, and supported. Your policies, culture, and staffing all need to reflect this.
- Elevate onboarding experiences: First impressions matter. From your website to your centre tour, every touchpoint should reinforce professionalism, warmth, and transparency.
If you can consistently deliver on these, you’re not just meeting expectations. Rather, you’re setting the bar. In a market where trust and quality are everything, great childcare and OSHC experiences don’t just happen—they’re designed. By tuning into what parents truly value and evolving alongside their changing needs, you position your business to lead, not follow.
