Research shows that most German consumers base their purchasing decisions on the quality of service:

• 88% of customers expect their issue to be resolved within 15 minutes – longer waiting times lead to frustration (Capterra).

• 80% of European customers consider switching providers after just one bad experience (Zendesk).

• 92% believe that the quality of service directly shapes brand perception and impacts repeat purchases (Retail-News).

This means: companies that neglect customer service risk not only dissatisfied customers but also their reputation and market share.

Germans are more conservative than other European markets – traditional channels still dominate:

• Phone (57%) and email (56%) are the most commonly used forms of contact (Kundenservice-Barometer 2023).

• In-person contact (36%) plays an important role in certain sectors (e.g. banks, insurance).

• Online chat is preferred by around 23% of customers (E-commerce Germany).

• WhatsApp is becoming increasingly important: 81% of the population uses it, and up to 54% of customers prefer it for customer service (Verloop.io).

👉 In practice, this means: phone and email must be mastered flawlessly, while chat and WhatsApp are growing fastand becoming a necessity.

WhatsApp as the new standard

WhatsApp is the dominant app in Germany:

• Used by over 80% of the population, across generations.

• 54% of customers prefer WhatsApp for customer service.

• Main reasons: speed of response (33%), availability outside business hours (28%), and the ability to send photos and videos (26%) (Verloop.io).

Companies use WhatsApp for:

• fast handling of inquiries,

• sending order status notifications,

• processing complaints,

• one-to-one marketing.

👉 If you are entering the German market, WhatsApp is now part of the essential toolkit for customer service.

What customers ask about most

German customers most often contact support regarding:

• Complaints – the single most common reason for contact, making up 39% of all cases.

• Post-purchase issues, such as order changes and shipment tracking, which account for 33% of inquiries (Kundenservice des Jahres).

1. Speed and availability

German customers value fast responses. According to a Capterra study, 61% of customers expect to reach an agent in under 5 minutes, while 39% wait longer – something perceived very negatively (Capterra).

• Phone availability during business hours (9 am–5 pm)

• Email responses within 24 hours

• Live chats and messengers, especially popular with younger generations

2. Professional communication

A professional, clear, and respectful tone is a must. German customers expect accuracy and solution-oriented communication – empty phrases are seen as unprofessional (Handelskraft).

3. Multilingualism and localization

Companies selling in Germany should be able to handle at least German and English. Equally important is the localization of payment methods and legal information, such as the right of withdrawal or clear communication of delivery times (E-commerce Germany).

4. Balance between technology and human touch

Self-service options such as FAQs, chatbots, or video tutorials are popular – 70% of customers use them first (Retail-News).

At the same time, 95% of customers prefer personal contact (phone, email) when dealing with more complex inquiries (Retail-News).

👉 The most successful companies combine both: the speed of digital tools with the empathy of personal interaction.

5. Transparency and a proactive approach

Instead of hiding problems, German customers expect open communication. Proactively sharing information about delivery delays or changes prevents frustration and demonstrates responsibility (Cognism).

6. The importance of feedback and reputation

Reviews on Google, Trusted Shops, or Trustpilot carry significant weight. Companies that actively collect feedbackand respond transparently to criticism strengthen both trust and brand image (Zendesk).

When deciding on a new product or service, German customers rely primarily on independent sources. According to a 2022 Capterra survey:

• 35% consider online reviews from other users the most reliable.

• 29% rely most on recommendations from friends and family.

• 21% trust expert tests (articles, blogs, videos).

In contrast, content directly from brands or companies carries much less weight:

• Only 8% are influenced by brand reputation.

• 5% consider brand-produced content (e.g. videos or product descriptions).

• Just 1% trust influencers or celebrities.

👉 What does this mean in practice?

If you want to gain trust in Germany, you cannot rely solely on your own marketing. Authentic customer experiences (reviews), personal recommendations, and independent tests play the decisive role. Investments in review generation, cooperation with expert media, and community building pay off far more than a celebrity campaign.

German companies as well as international brands are increasingly turning to outsourcing customer service to meet the high expectations of customers while keeping costs under control. According to a Capterra study, 34% of companies in Germany see outsourcing as one of the most effective ways to speed up response times and handle the growing volume of requests (Capterra).

Key advantages of outsourcing include:

• Faster query handling, thanks to trained teams and 24/7 availability

• Scalability – capacity can flexibly adapt to seasonal peaks

• Access to technology that smaller companies could hardly afford on their own

However, German customers highly value personal interaction and localization. That’s why outsourcing should not mean an anonymous call center, but a service that respects both language and cultural norms. Customers show the greatest trust in teams that communicate in German and are familiar with the local context.

Well-designed customer service has an immediate impact on performance metrics. For instance, online shops that introduced detailed size charts and live chat often report a decrease in return rates.

Another example: companies that proactively update customers on order status via SMS or email achieve significantly better ratings and higher repeat purchase rates.

In the German market, clear process structures are highly valued – customers want to know exactly what will happen and when, from order confirmation to final delivery.

Customer service is evolving rapidly, and Germany is no exception. Key trends for the coming years include:

Personalization

German customers are sensitive to impersonal mass communication and expect to be treated individually. Companies are increasingly using data to tailor recommendations to specific customers:

• Zalando developed the Algorithmic Fashion Companion (AFC), which suggests outfits based on purchase history, preferences, and current trends. Algorithms ensure that recommendations match each customer’s individual style (aiexpert.network, froomle.ai).

AI and automation

Surveys show that more than 80% of German e-commerce companies see AI as crucial for growth. Automation can increase customer support efficiency by up to 70% (fulfin.com).

• Otto Group deployed an AI chatbot that answers over 70% of customer inquiries without human intervention, cutting response times and reducing repeat queries directed to call centers (otto.de – AI in Customer Service).

• Deutsche Telekom uses the virtual assistant “Frag Magenta”, which handles around 50,000 queries daily. Integrated across channels (web, app, voice assistant), it supports both technical help and billing (telekom.com).

👉 These examples show that AI is no longer “nice to have” – it is actively transforming how companies handle thousands of customer interactions every day.

Predictive service

Predictive analytics is becoming a new standard. Using data and AI, companies can anticipate problems and contact customers before they even notice them.

• For example, automated alerts about potential delivery delays or alternative product suggestions in case of low stock (ecommercegermany.com).

This approach reduces complaints and builds trust, as customers see the company actively looking out for their interests.

Customer service in Germany is a crucial success factor – especially for new market entrants. Speed, professionalism, transparency, and a balanced mix of self-service and personal contact are key to building trust. Companies that meet these expectations while also looking ahead (AI, personalization, predictive service) will secure not only satisfied customers, but also long-term growth and success in the German market.

Sources

1. Capterra: Kundenservice in Deutschland – Effizienz steigern

2. Handelskraft: Market Entry Strategy Germany

3. Zendesk: Erwartungen an den Customer Service

4. Retail-News: Kundenservice-Barometer 2024

5. E-commerce Germany: How to enter the German e-commerce market

6. Cognism: GTM-Strategien für den DACH-Markt