In 2025, "Voted Customer Service of the Year," our audit and competition concept, was launched in the United Kingdom. Against this backdrop, a population-representative survey was conducted on the topic of customer service in the United Kingdom - 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 the United Kingdom 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 the United Kingdom were surveyed.
What do British 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?
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.