Public Study B2B Global 2025

Customer service in the AI age 2025

AI is no longer a futuristic add-on — it’s already transforming how customer service teams operate. Regional leaders, particularly in Asia, are already showing what full-scale AI implementation can look like. The question now: is everyone else ready to catch up? This report from Roland Berger and Potloc points the way forward.

How is AI shifting the structure of customer service?

To capture how businesses’ currently and plan to use AI for customer service, Roland Berger and Potloc partnered on a B2B survey across 10 countries — the biggest of its kind to date. 

Simone Schatto

Director, Roland Berger

Antoine Béguerie

Account Executive, Potloc

Sampling details.

  • 10

    countries and five industries targeted.

  • 550

    senior decision-makers surveyed.

  • 200K

    employees represented across businesses.

Key survey support.

  • GlobeStand

    10 global markets reached.

    Potloc’s experts managed fieldwork complexities end-to-end to source and verify niche targets from across the Americas, Europe, and Asia.

  • Calculator

    Quantitative depth.

    Potloc conducted 550+ surveys in 12 days, employing 14 data quality controls and ensuring representativeness in regions, industries, and company sizes.

  • PresentationChart

    Analysis simplified.

    Potloc’s platform allowed the team to monitor fieldwork live. Auto-analysis tools helped them filter, crosstab, and test significance — powering faster conclusions.

Collaborating with Potloc has been seamless and efficient. Their expertise in conducting these interviews helped us understand changes in customer service organizations, particularly the widespread and positive impact of AI. Potloc’s platform streamlined our analysis, making it easy to extract value quickly. I highly recommend Potloc for reliable, top-tier research.
Simone Schatto BW
Simone Schatto Director, Roland Berger
RB_Logo_Combination_Black_Digital

Key trends to watch.

1

Existing AI use is almost universal.

Current AI adoption in customer service is high.
Pie chart showing 95% of customer service departments have already implemented some form of AI.
Around 95% of customer service departments have already implemented some form of AI in their operations.
2

Decision-makers agreed on the growing importance of AI.

Predicted importance of AI in customer service by 2027.
Chart showing 83% of decision-makers expect AI to be of high importance in three years, a fourfold increase.
83% of respondents believe AI will be of high importance to their work in 3 years.
3

Decision-makers anticipate good returns on AI.

Belief that AI will improve the customer experience.
Chart of expected AI gains: 73% shorter response times, 65% higher net promoter score, 59% better process efficiency.
The survey makes it clear: Customer service leaders expect AI to lead to significant performance improvements.

Our team.

Antoine Béguerie
ACCOUNT EXECUTIVE
antoine.beguerie@potloc.com 

Kickstart your next thought leadership survey.

With unmatched sample quality, time-saving analysis tools, and dedicated research experts at your disposal, Potloc is the go-to survey partner for PE & consulting firms.

Cover of the Roland Berger x Potloc report Service with a Silicon Smile, on customer service in the age of AI.
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