In 2019, "Voted Customer Service of the Year," our audit and competition concept, was launched in Germany. Against this backdrop, a population-representative survey was conducted on the topic of customer service in Germany - the results of the study (e.g. accepted waiting time on the phone, biggest annoyance in contact..) form the foundation of the test criteria we use to measure customer service within the audits. The study reflects current expectations of customer service in Germany and thus helps us to continually adapt the criteria accordingly and keep our finger on the pulse. 1,000 people between the ages of 18 and 69 who live in Germany were surveyed.
What do German consumers expect in terms of service? What is more important, good accessibility or good advice? Which aspects of customer service most influence customer satisfaction? The study provides answers to these and other questions. Use the findings as a benchmark for your service KPIs and stay up-to-date - what do German consumers expect?
- Despite the crisis: "service quality" beats "low prices": while in the last two years well over half of all respondents confirmed that good service was more important than low prices, this year the figure is just under 50%. Here it is apparent that more favorable prices have become more relevant, presumably due to last year's world events. Nevertheless, 88% of respondents still agree that good customer service has a significant influence on the purchase decision.
- Consumer expectations remain very high across all channels. Almost 40% expect to speak to a contact person after one minute or less. When inquiring via e-mail, 34% of Germans expect a response within 8 hours - 36% still find a response time within 24 hours acceptable.
- Use of channels, telephone back in first place: this year there was a decline in the email channel (from 51% to 48%), putting the telephone back in first place with an unchanged 50%. The chatbot is becoming more widely used, increasing from 12% to 26% from 2019 to 2022