Every year, the value of Customer Success (CS) grows and not just in our hearts (although that does happen). Companies across EMEA prove year after year that they recognize the business value of CS by investing more resources and expanding CS team responsibilities.
We surveyed companies across industries for the CS Index 2024. The following trends emerged for EMEA teams that we believe will dictate strategies in 2025 in the region.
To help you stay competitive and increase the impact of your own CS team, we’ve pulled out the most important considerations to pay attention to.
1. Growing Budgets Means Growing Impact
The ultimate vote of confidence from any company is where it puts its money. If executives and other champions don’t see the business case for any initiative, you won’t see budget for it—that’s just the reality.
So, it’s exciting to see CS is earning more trust than ever, with over half of survey respondents (52%) saying they plan to invest even more budget into their CS function in 2025. In EMEA, companies indicated that they plan to invest 15% more budget into CS than their American counterparts.
But what does this increased investment actually mean?
- Better tools for the customer journey: Gone are the days when CS teams could scrape by with generic systems or makeshift Customer Relationship Management tools (CRMs) trying to match the functionality of a dedicated Customer Success Platform (CSP). Today, companies need a comprehensive suite of tools that work together to support every stage of the customer journey—from onboarding to renewal and beyond. CSPs are at the heart of that, offering proactive insights, automation, and collaboration that teams on the frontlines can rely on to deliver exceptional customer experiences.
- Higher expectations: But with greater investment comes greater accountability. Empowered by more robust tools, customers and executives alike will expect a better customer experience that delivers across all metrics. For CS teams, that puts a premium on the high-value engagements that serve each customer and drive measurable results for the business. The bottom line: CS teams are in the spotlight more than ever.
2. Expansion Takes Top Priority for Digital CS
The CS Index 2024 also indicated that EMEA companies are not only investing more into CS than their North American counterparts, but they also know exactly where they want to put the resources: Digital CS and expansion.
According to our report, European companies more than doubled their investments in digital or tech touch CS programs compared to 2023, leaning into digital scale to support CS program delivery. This trend is reflected globally, with an overall global increase in digital of 15% YoY.
The focus of digital investments in EMEA? Expansion. EMEA companies see digital CS as a way to both increase revenue and retention, as well as a key means of expanding existing customers. European respondents listed expansion as a key digital metric at almost double that of North America (58% vs. 28%). This means EMEA teams see digital as a key way to expand customer lifetime value (CLTV), beyond driving better experiences and retention.
3. Partnership Drives Customer Retention
EMEA companies embody the core of Customer Success: partnership. When asked about retention, EMEA respondents favored logo retention over Gross Revenue Retention (GRR). In North America, respondents tended towards GRR instead of logos.
What does that tell us? For EMEA CS teams, customer retention isn’t just about hitting numbers; it’s equally about building a partnership with their customers that will create more opportunities to expand and scale.
To make the most out of customer partnerships, EMEA CS teams should:
- Collaborate on shared goals
- Anticipate and address customer needs proactively
- Build trust through open communication
4. AI Ushers in a New Era of CS
The topic of AI is on everyone’s mind, and respondents to the CS Index 2024 were no different. For teams in EMEA, though, there’s an unexpected advantage: stricter data privacy laws.
At first glance, tighter regulations might seem like a hurdle, but they can simplify a huge part of AI adoption. Unlike their peers in North America, who often struggle with privacy compliance, EMEA teams can focus on onboarding and integrating AI into their workflow. It may sound like a small detail, but it makes a world of difference in terms of time-to-value (TTV) and scale.
Of course, adopting AI isn’t without challenges. Like everyone else, EMEA CS teams
still face challenges related to integrating AI into existing workflows and internal resistance. Still, the benefits of adopting AI outweigh the challenges, and CS teams that can overcome these hurdles can realize the benefits, like real-time insights to gain the most accurate picture of customer health and reduce churn.
Conclusion
CS is evolving into a more strategic, value-driven function, especially at EMEA companies. Today, CS teams are moving beyond reactive support to become proactive partners in their customers’ success. How? By focusing on scaling impact, strengthening relationships, and driving measurable outcomes. We’re so excited to see what happens next in our evolving industry!
Learn More: Download the Report
Dive into more insights and results by downloading the CS Index 2024. See the state of your competitors and useful strategies for making 2025 your most successful year yet.
