The Lünendonk market study “Digital Experience Services” names Reply a leading provider in Germany

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The Market Study

Reply is one of the leading full-service providers of Digital Experience Services (DXS), according to the first-ever industry survey of “Digital Experience Services providers in Germany” by the market research company Lünendonk.

This study analyses the service performance of the top 20 IT and management consultancies and digital agencies that have significant revenues in three categories: Digital Consulting Services, Digital Agency Services and Digital Technology Services. Over 160 large user companies from Germany, Austria and Switzerland answered about their strategies, goals, investment themes and cooperation with service providers.


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Leader in the Digital Experience service market

Lünendonk rates Reply as a leading Digital Experience Service Provider with an above-average broad and rich portfolio – and correspondingly high market relevance.

Reply has proven IT competence, considered very important by 92% of the companies interviewed, as well as customer-centric approach and creativity.

Key takeaways from the Lünendonk study

In the provider comparison for Digital Experience related services, Reply is considered to be particularly competitive.

Getting in touch digitally: a necessity of the “new normal”

According to the study by Lünendonk, digital transformation has accelerated considerably since the outbreak of the corona crisis: 94% of companies agree with the statement that the pressure for further digitisation has increased as a result of the corona pandemic. Consequently, 71% of the companies believe that it is of high strategic relevance to become a part of the digital platform economy in the future. Customer focus and user experience along the entire customer journey are key factors in building a consistent brand experience in the digital platform economy. The majority of companies want an end-to-end portfolio from service providers.


Digital Experience is a key factor in digitization: Digital solutions are increasingly developed with user friendliness in mind and are characterized by simple, intuitive handling and transparent processes. Brands should appear tangible and authentic and inspire the customer or user via digital touchpoints. However, there is still potential for further expansion in this area: Just 8% of user companies rate the quality of their own company's Digital Experience as better than that of their closest competitors.


The lack of skilled workers with IT skills to accompany the digital transformation is challenging for 78% of the user companies. Similarly, the fragmentation of customer touchpoints into different online and offline channels is a problem for almost one in two respondents (49%). Furthermore, the cultural change towards a more agile way of working is an obstacle for the majority (65%) of the companies.


The surveyed medium-sized companies and corporations are planning to increase their budget for services related to business and IT transformation. The aim of most companies is to add digital value-added services to existing products and services and thus increase the value proposition and customer loyalty. In addition, analog and digital channels are to be better interlinked in the sense of Omnichannel and new digital business models are to be established. Users are also increasingly pushing the development and introduction of systems and applications with high process efficiency, which enable automation and cost savings.


On the way to digital and platform-based business models, users are relying on collaboration with external partners: 78% work very close or rather intensively with service providers. In addition to excellent IT know-how and references, it is also important to users that the service providers can operate as full-service providers. From strategy development, prototyping and the development of digital solutions to integration into the existing IT landscape and operation, service providers should be able to offer services from a single source. For service providers, this means that they must have expertise in the areas of consulting, design and creation, and technology.

Lünendonk & Hossenfelder has been analysing European business-to-business (B2B) service markets since 1983. The market researchers focus on the following sectors: management and IT consulting, auditing, tax and legal consulting, facility management and maintenance as well as personnel services (temporary employment, staffing). For decades, the market research and consulting company has been publishing the "Lünendonk® lists and studies", which are regarded as market barometers.  

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