Capita CX Study 2024
2,002 survey participants
represent a cross-section of German customer service users between the ages of 16 and 69 over the last 12 months
30+ questions
and answers on the topics of customer service usage, customer expectations, as well as digital and AI-supported customer experience
100 % reliable
thanks to Hopp Marktforschung as a strong partner for study design, implementation and evaluation
3rd market study on customer experience
insights and customer service trends
An excellent customer experience is a vital factor in a company‘s success. Customers not only expect high-quality products and services, but also outstanding service and support. Especially in the age of AI, digitalisation and self-service, they want to feel valued and understood, and they expect fast, friendly and effective support when they need it.
Launched in 2022, Capita CX studies aim to analyse current trends and best practices in Germany‘s customer experience field and understand how businesses can improve their customer retention and satisfaction through effective service strategies. Each year, our studies alternate between the perspectives of end customers and businesses.
The Capita CX Study in its 3rd edition – conducted on our behalf by hopp Marktforschung – provides a representative picture of German online users aged between 16 and 69 who have used customer service within the last twelve months (survey period: 27 June – 30 July 2024). In a panel-based online survey, 2,002 participants in the study evaluated their last customer service contact, gave the reasons for their contact and provided an assessment of the increased relevance of new contact channels.
Selected insights from the study
01
Consistently high satisfaction with customer service
Almost three quarters of customer service users are explicitly satisfied with their last service contact. Gathering information is still the predominant reason for contacting customer service (31%), followed by technical support (25%) and submitting complaints (23%).
02
Poor service frequently leads to a provider change
Customers who are dissatisfied with their last service contact often switch providers. Of the 7% of customers who were explicitly dissatisfied, 12% subsequently switched providers, while a further 33% were seriously considering switching providers. This means that even a small proportion of dissatisfied customers can be relevant, as almost half of the dissatisfied service contacts led to the termination of customer relationships or prior considerations in this regard.
Anbieterwechsel
03
Self-service increasingly important
The ability to deal with service issues independently is becoming increasingly important to users. Of those surveyed, 50% use customer portals and 26% regularly use service apps on their smartphone for self-service. 35% of respondents would like to be able to deal with more service issues themselves in future. Even in the 60+ age group, 29% of respondents prefer self-service to personal contact. Against this backdrop, 83% of users are already (very) satisfied with how existing self-service offerings of companies are working.
SelfService
04
Digital and AI-supported service channels
AI will play a decisive role in customer service in the future. Today, 58% of the survey respondents already use chatbots and 55% have already been in contact with intelligent voice dialogue systems. Respondents‘ trust in AI-supported applications is also increasing. 46% of users can imagine using AI to gather information, 33% even for technical support.
These and many other interesting results can be found in the Capita CX Study 2024, which will be available for you to download here as a PDF from September 30. Capita has been publishing the study annually since 2022 to continuously and analytically highlight customer experience developments. We hope you enjoy reading it.