CS Index Report: 4 Key Trends In Europe

The business dashboard highlights key trends in customer health metrics, such as churn score and engaged customers. A smiling woman in a green blazer and glasses stands on the right. The portfolio summary below, influenced by the CS Index Report, includes company and revenue data from 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.

Bar chart titled "CS Budget Change in the Last 12 Months" from the CS Index Report shows three bars: "Increased" at 52%, "Stayed the Same" at 32%, and "Decreased" at 16%. Notably, 15% more respondents from Europe reported increased budgets, highlighting key trends across regions.

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

Bar chart from the CS Index Report compares digital CS programs in North America and Europe, highlighting key trends. Categories include Onboarding, Training, and Feature Adoption. North America generally leads, while Europe excels in Advocacy/NPS; both show similar Renewal Process rates.

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.

The bar chart titled "Digital CS Metrics" visualizes key trends in North America and Europe. It highlights metrics like Expansion Revenue, CSM: Account Ratios, Customer Logo Churn, Gross Revenue Retention, Net Revenue Retention, and Customer Retention from the CS Index Report with varying percentages.

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.

Bar chart titled "Top Barriers to AI Adoption" juxtaposes the Spring 2024 State of AI Research with the Fall 2024 CS Index Report. Categories include Lack of Internal Expertise, Integration Complexities, and Output Reliability, highlighting key trends across Europe in Data Privacy Concerns and team resistance.

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

  • 62% of B2B technology companies reported increasing their CS budget, with another 34% indicating budgets were remaining the same.

  • The median CS expense was reported at 5% of total revenue.

  • 57% of respondents said CS efforts involve collaboration with Marketing and Product teams.

  • The top digital engagement tools include online events and content (71%) and online communities.

  • 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

AI Is Changing Customer Success

AI is revolutionising customer success by enhancing workflows, improving early warnings, and offering deeper insights. It strategically ties actions to outcomes, highlights high-value efforts, and optimises resource allocation for maximum impact.

Scaling Smarter with Digital CS Tools

Digital CS tools enable scalable, effective engagement without increasing headcount. As product differentiation narrows, exceptional customer experiences powered by these tools are becoming a competitive advantage.

CS Takes Center Stage In Growth

With rising importance of CSQLs, CS teams are driving expansion by identifying upsell and cross-sell opportunities. As customer acquisition gets tougher, CS plays a critical role in fueling revenue growth.

Retention Still Reigns Supreme

Retention, from GRR to logos, remains vital for CS. While Europe favours logo retention and North America GRR, aligning metrics with ACV context ensures actionable insights for sustainable growth.

Want to Dig Deeper?

View, Filter and Learn More About Trends Shaping Digital CS Programs in Europe.

A laptop screen displays a CS Metrics dashboard from the latest CS Index Report. It features a bar graph titled "Organizations With Established CS Function," revealing 94% have this function, while 6% do not. Key trends in Europe are highlighted alongside menu options and a download button.