CX Trends in Europe 2021 (2): Digital interactions in Europe and the UK surge to an all-time high

Zendesk’s 2021 Customer Experience Trends Report looked at data from more than 90,000 companies across 175 countries on the Zendesk platform, including 29,000 businesses in Europe and the UK. In our series 'CX Trends in Europe" we look at the most interesting findings for our audiences in Europe and the UK.

By Michael Schweidler, EMEA Content Marketing Manager

Published February 26, 2021
Last updated June 4, 2021

Customers have new expectations shaped by interactions with sectors that have grown fastest since COVID. Around 70% of customers are willing to spend more for good customer service in the majority of countries in Europe. 68% in Europe want to buy from companies that offer quick and easy online transactions and 57% a better customer experience. A notable exception is Germany where only 44% are willing to spend more for a better online experience.


Fig 1. YOY growth of online companies in 2020 in Europe & UK

The good news is: Investing in CX is an opportunity to grow: 57% of customers in EMEA (75% globally) will spend more to buy from a company that offers good CX

Fig. 2. Percentage of customers in EMEA that will spend more for a better online experience and percentage that will spend more for good customer service


To examine these trends in more detail, please read also our global Zendesk’s Customer Experience Trends Report 2021 – Redefining CX for a new era