New consumer study online - The Customer Service Barometer 2024 is here!
Published on 2024-10-08
Large majority of Germans satisfied with customer service in Germany. Download the barometer now.
Mainz 02.10.2024 - The use of customer service remains high: 78% of respondents have made use of customer service in the past 12 months. In addition, the vast majority of Germans are satisfied with customer service in Germany. The study shows that the use of customer service is above average among men and people under 35. It also shows that people with higher incomes use customer service more frequently than average. When it comes to the choice of contact channel, the email channel is just ahead of the telephone channel this year. In terms of satisfaction and trust in the channels, the greatest trust is still in personal contact (on site), followed by the telephone. Although chatbots and digital assistants are in fifth place due to their “round-the-clock” availability, they are also among the channels that customers trust the least. The relevance of customer service in general remains undisputed among consumers: 92% state that customer service shapes the overall image of a company and that good service significantly influences their decision to make repeat purchases. When it comes to self-service, 82% of customers state that they prefer to seek direct personal contact. At the same time, however, the study also shows that more and more consumers are trying to resolve their concerns themselves, e.g. via websites and self-service offers (70%).
A look at customer service communication: choice of channel and occasions
The two dominant contact channels, telephone and email, are still of crucial importance for communication with customer service. The e-mail channel (54%) is just ahead of the telephone (52%). There were no significant changes compared to the previous year. The use of the website and on-site visits continue to rank third and fourth in the use of contact options. It can be deduced that the reasons for choosing the first point of contact are very different. Trust in “human” service (on site, telephone, email) contrasts with the efficiency of individual digital channels. 74% stated that they would only choose a chatbot for efficiency reasons (quick response, always available), but trust in the channel is rather low - only 43% stated that they trust the response of a chatbot.
The survey also shows that complaints remain the main reason for contacting customer service in 41% of cases. They are followed by other post-purchase concerns such as order changes and tracking (33%). Customer service continues to be contacted less frequently regarding personal details or subscriptions and purchases (20%). This can presumably be attributed to the fact that these issues are now easy to deal with in the self-service areas of companies.
Trust and satisfaction
A total of two thirds of respondents stated that they were satisfied with the service experience in the last year. However, only 9% were “very satisfied” with the service. The level of trust among respondents in relation to various contact channels is worth highlighting. Personal contact (on site) enjoys the highest level of trust at 95%, followed by telephone calls (89%). Postal contact has replaced email in third place this year (93% in 2024 vs. 84% in 2023), with emails in 4th place in the trust ranking at 88%. In contrast to last year, social media enjoy growing trust: Instagram 79% and Facebook 75% - the chatbot is the channel least trusted by customers at 43%.
The highest level of satisfaction has changed significantly compared to last year: According to the study, the Instagram and Facebook channels are used the least (both by only 7% of respondents), but satisfaction is very high. While personal contact and telephony led the ranking in 2023, personal contact and contact via Instagram are the leading channels in 2024 with 87% (2023: 69%). Facebook increases to 83% (2023: 71%), followed by telephony at 80%. In general, consumers are satisfied to very satisfied with most contact channels. In the survey, customers expressed the least satisfaction with chatbots (43%) - which also had the highest rate of “not at all satisfied” (17%).
Consumers have high expectations at various levels
Consumers' expectations regarding the efficiency of customer service are extremely diverse and reflect the increasingly diverse communication channels. 50% of respondents state that they insist on being connected to a customer service representative within a maximum of 4 minutes when making telephone inquiries. For 33%, an even faster connection of less than one minute is the benchmark. In contrast, click-to-call inquiries show a surprising variance in customer requirements, ranging from a few minutes to an hour's waiting time. 19% even state that the “waiting time” is unimportant as long as the pre-arranged time is adhered to.
With regard to written inquiries by email, around two thirds of respondents expect a response within 24 hours. In social media, there is a widespread expectation of a response within just one hour, while just 4 minutes is considered an appropriate response time for chat services.
Service quality before low prices
92% of respondents agree that customer service influences their general image of a company. A full 86% agree with the statement that customer service influences a repurchase. Changes in consumer behavior reflect the fact that consumers' priorities continue to shift towards high-quality customer service. In this context, 50% of respondents emphasize the importance of service quality in terms of customer loyalty in general, both in-store and in online or telephone interactions. In contrast, 45% of respondents attach more importance to attractive prices in their purchasing decisions.
Not all self-service is the same
82% of Germans agree that they prefer to use customer service rather than tackling the problem themselves first, e.g. via a website or chat. 70% say that they would first go to a self-service channel such as the website or their customer area before contacting them by phone, for example. In contrast, however, only 36% say that they would tackle their problem themselves using a service such as a chatbot or an assistant.
The most important criteria for ideal customer service
The points mentioned for ideal customer service all contribute to the same goals: efficiency and quality. The most important criterion for ideal customer service was named by 78% of consumers as competent employees and knowledgeable staff. This is in line with the second point: quick problem solving (72%), followed by short waiting times / quick availability (65%). Friendliness and empathy (41%) as well as the variety of channels (22%) are less important to consumers.
What customers don't want to experience in service
A look at the biggest annoyances in contact with customer service shows that these are similar to the criteria for ideal customer service. Long waiting times (62%) are the biggest annoyance for customers, followed by repeating and explaining the issue several times until the problem is resolved (48%). Both points are at the top of the criteria for ideal customer service (short waiting times, competent staff). There were significant changes in terms of “eloquence and vocabulary” - while in 2023 only 12% said that a lack of language skills was a nuisance, in 2024 this figure had risen to 17%. From the consumers' perspective, this suggests that eloquence and competence go hand in hand.
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- Customer service is highly relevant: 78% of Germans have had contact with a customer service department in the last 12 months.
- Very high approval rating: 92% agree that the quality of customer service influences the general image of the company and determines whether they will buy from it again.
- 40% of Germans have had contact with customer service several times for the same query
Mainz 02.10.2024 - The use of customer service remains high: 78% of respondents have made use of customer service in the past 12 months. In addition, the vast majority of Germans are satisfied with customer service in Germany. The study shows that the use of customer service is above average among men and people under 35. It also shows that people with higher incomes use customer service more frequently than average. When it comes to the choice of contact channel, the email channel is just ahead of the telephone channel this year. In terms of satisfaction and trust in the channels, the greatest trust is still in personal contact (on site), followed by the telephone. Although chatbots and digital assistants are in fifth place due to their “round-the-clock” availability, they are also among the channels that customers trust the least. The relevance of customer service in general remains undisputed among consumers: 92% state that customer service shapes the overall image of a company and that good service significantly influences their decision to make repeat purchases. When it comes to self-service, 82% of customers state that they prefer to seek direct personal contact. At the same time, however, the study also shows that more and more consumers are trying to resolve their concerns themselves, e.g. via websites and self-service offers (70%).
A look at customer service communication: choice of channel and occasions
The two dominant contact channels, telephone and email, are still of crucial importance for communication with customer service. The e-mail channel (54%) is just ahead of the telephone (52%). There were no significant changes compared to the previous year. The use of the website and on-site visits continue to rank third and fourth in the use of contact options. It can be deduced that the reasons for choosing the first point of contact are very different. Trust in “human” service (on site, telephone, email) contrasts with the efficiency of individual digital channels. 74% stated that they would only choose a chatbot for efficiency reasons (quick response, always available), but trust in the channel is rather low - only 43% stated that they trust the response of a chatbot.
The survey also shows that complaints remain the main reason for contacting customer service in 41% of cases. They are followed by other post-purchase concerns such as order changes and tracking (33%). Customer service continues to be contacted less frequently regarding personal details or subscriptions and purchases (20%). This can presumably be attributed to the fact that these issues are now easy to deal with in the self-service areas of companies.
Trust and satisfaction
A total of two thirds of respondents stated that they were satisfied with the service experience in the last year. However, only 9% were “very satisfied” with the service. The level of trust among respondents in relation to various contact channels is worth highlighting. Personal contact (on site) enjoys the highest level of trust at 95%, followed by telephone calls (89%). Postal contact has replaced email in third place this year (93% in 2024 vs. 84% in 2023), with emails in 4th place in the trust ranking at 88%. In contrast to last year, social media enjoy growing trust: Instagram 79% and Facebook 75% - the chatbot is the channel least trusted by customers at 43%.
The highest level of satisfaction has changed significantly compared to last year: According to the study, the Instagram and Facebook channels are used the least (both by only 7% of respondents), but satisfaction is very high. While personal contact and telephony led the ranking in 2023, personal contact and contact via Instagram are the leading channels in 2024 with 87% (2023: 69%). Facebook increases to 83% (2023: 71%), followed by telephony at 80%. In general, consumers are satisfied to very satisfied with most contact channels. In the survey, customers expressed the least satisfaction with chatbots (43%) - which also had the highest rate of “not at all satisfied” (17%).
Consumers have high expectations at various levels
Consumers' expectations regarding the efficiency of customer service are extremely diverse and reflect the increasingly diverse communication channels. 50% of respondents state that they insist on being connected to a customer service representative within a maximum of 4 minutes when making telephone inquiries. For 33%, an even faster connection of less than one minute is the benchmark. In contrast, click-to-call inquiries show a surprising variance in customer requirements, ranging from a few minutes to an hour's waiting time. 19% even state that the “waiting time” is unimportant as long as the pre-arranged time is adhered to.
With regard to written inquiries by email, around two thirds of respondents expect a response within 24 hours. In social media, there is a widespread expectation of a response within just one hour, while just 4 minutes is considered an appropriate response time for chat services.
Service quality before low prices
92% of respondents agree that customer service influences their general image of a company. A full 86% agree with the statement that customer service influences a repurchase. Changes in consumer behavior reflect the fact that consumers' priorities continue to shift towards high-quality customer service. In this context, 50% of respondents emphasize the importance of service quality in terms of customer loyalty in general, both in-store and in online or telephone interactions. In contrast, 45% of respondents attach more importance to attractive prices in their purchasing decisions.
Not all self-service is the same
82% of Germans agree that they prefer to use customer service rather than tackling the problem themselves first, e.g. via a website or chat. 70% say that they would first go to a self-service channel such as the website or their customer area before contacting them by phone, for example. In contrast, however, only 36% say that they would tackle their problem themselves using a service such as a chatbot or an assistant.
The most important criteria for ideal customer service
The points mentioned for ideal customer service all contribute to the same goals: efficiency and quality. The most important criterion for ideal customer service was named by 78% of consumers as competent employees and knowledgeable staff. This is in line with the second point: quick problem solving (72%), followed by short waiting times / quick availability (65%). Friendliness and empathy (41%) as well as the variety of channels (22%) are less important to consumers.
What customers don't want to experience in service
A look at the biggest annoyances in contact with customer service shows that these are similar to the criteria for ideal customer service. Long waiting times (62%) are the biggest annoyance for customers, followed by repeating and explaining the issue several times until the problem is resolved (48%). Both points are at the top of the criteria for ideal customer service (short waiting times, competent staff). There were significant changes in terms of “eloquence and vocabulary” - while in 2023 only 12% said that a lack of language skills was a nuisance, in 2024 this figure had risen to 17%. From the consumers' perspective, this suggests that eloquence and competence go hand in hand.
Download the barometer now.