CS Index Report: 4 Key Trends In Europe

Europe is Doubling Down on Customer Success
European companies are leading the way in Customer Success growth, with investments increasing at 2X the rate of global respondents, according to our 2024 CS Index report. This regional momentum highlights a shift toward more proactive, localized strategies to drive customer outcomes—making Europe a key driver of CS innovation worldwide.

CS Budgets Are on the Rise
Over the past year, 52% of companies increased their CS budgets, with Europe leading the charge. European teams reported 15% more budget increases than other regions, reflecting a growing focus on scalability and enhancing the customer journey
through strategic investments.
Digital Customer Success in Europe
Balancing Strategy & Scalability

Priorities In Measuring Expansion Revenue
European B2B tech companies are advancing Digital CS to scale operations and boost outcomes. With 58% prioritizing expansion revenue—nearly double North America’s 28%—Europe’s focus on scalability is driving major growth.

Strategic Digital CS Investments Enhance the Customer Journey
Digital CS is strategically deployed at key lifecycle stages. Europe focuses on onboarding, renewals, and advocacy, while North America prioritizes training and engagement. These efforts boost retention, satisfaction, and scalability, with Europe leading in holistic, impactful solutions.

AI Adoption Gains Traction With Fewer Privacy Hurdles
Europe’s strong privacy regulations make data security a default expectation, reducing it as a barrier to AI adoption and allowing CS teams to focus on integration and expertise.
Additional Takeaways
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62% of B2B technology companies reported increasing their CS budget, with another 34% indicating budgets were remaining the same.
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The median CS expense was reported at 5% of total revenue.
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57% of respondents said CS efforts involve collaboration with Marketing and Product teams.
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The top digital engagement tools include online events and content (71%) and online communities.
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58% of respondents have incorporated Digital CS into their strategy, yet 96% still assign a dedicated CSM to each account.
Defining Trends Driving 2025 CS Priorities
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