How satisfied are German consumers with customer service – and what expectations do they have of companies?The Customer Service Barometer provides the answers. Since 2019, our audit and competition concept “Voted Customer Service of the Year” has offered valuable insights into the world of service. Based on a representative survey of 1,000 people between the ages of 18 and 69, the study highlights current trends, key challenges, and the factors that determine customer satisfaction and brand loyalty today.Make use of the findings from our latest study to gain valuable insights for your own customer service. Identify trends at an early stage, benchmark your performance against consumer expectations, and derive concrete measures for optimization.
What do German consumers really expect from good customer service?Is quick accessibility more important than thorough advice? Which factors determine whether customers are satisfied and willing to return? The Customer Service Barometer 2025 provides clear answers to these questions – and offers companies valuable guidance to review their own service KPIs and make targeted improvements.
High use of customer services: 77% of respondents had contact with a customer service department in the past 12 months. Younger consumers and those with higher incomes are particularly active. 40% had to reach out multiple times for the same issue.
High expectations for response times: One third of Germans expect an answer by phone within one minute. Emails should be answered within 24 hours at the latest, and responses on social media are expected within one hour.
Trust in personal contacts: Personal interactions enjoy the highest level of trust in response quality and deliver the greatest satisfaction. Chatbots, on the other hand, show the lowest trust and satisfaction ratings.
Service as a success factor: For 52%, the quality of customer service is more important than price or advertising. 91% are convinced that service quality shapes a company’s image, and 84% state that it directly influences their purchasing decisions.