Psychology in e-commerce: what aftercare service Germans and Hungarians expect

Expanding abroad is not just about translating a website or signing a contract with a courier service.

The real challenge begins after the sale itself – in the area of customer service. Germans, who represent the mature and formal DACH market, have completely different expectations than Hungarians, who value personal contact and flexibility typical of Central and Eastern European markets. Effective after-sales service requires an understanding of these cultural differences.

A single universal CX model used everywhere is the easiest way to lose margins and reputation today.

Formal versus friendly - differences in communication tone

The biggest differences between the DACH and CEE markets are evident in the very nature of communication:

🇩🇪 Germany: precision and adherence to rules

German customers expect reliability, clear procedures, and compliance with regulations. Communication should be formal, factual, and precise. According to a CX survey, consumers in Germany are less interested in the emotional aspect—they are primarily interested in specific information and timeliness.

Using overly informal forms of address, such as "Du" instead of "Sie," or inaccurate descriptions of returns can undermine the professionalism of the entire transaction.

🇭🇺 Hungary: speed and personal contact

Hungarians, like other customers from Central and Eastern Europe, value empathy and direct contact more than formal procedures. What is important is the speed of response and the impression that they are communicating with someone who really understands their problem.

Our customer service teams are able to adapt to these two extremes. Thanks to language audits and support from native speakers, communication is completely tailored: formal and precise in Germany, and fast and empathetic in Hungary.

Phone versus email - different communication preferences

Preferences for contact channels have a direct impact on the organization of the customer center.

🇩🇪 Germany: written form and order

Germans prefer email as their main contact channel – it gives them a sense of control and leaves a record. The telephone is seen as a last resort when other methods fail. Customers in Germany also like to use FAQs and chatbots – they welcome independent problem solving where they don't have to contact an e-shop representative.

🇭🇺 Hungary: instant conversation

Hungarians, on the other hand, are more likely to call. They value immediate responses and problem resolution on first contact. In CX reports for the Central and Eastern European region, the phone and social media are identified as the channels where customers expect the fastest response.

By introducing local phone numbers in Germany and Hungary, you can tailor your services to both models:

✅ In Germany, you provide a sense of accessibility and security.
✅ In Hungary, you provide speed and the convenience of conversation in the native language, which directly influences satisfaction and repeat purchases.

Returns as a right vs. returns as a benefit – different expectations in logistics

Returning goods is one of the most costly and sensitive parts of e-commerce.

🇩🇪 Germany: a flawless and compatible process

For Germans, the right to return goods within 14 days is an inviolable standard. They expect a transparent process, confirmation at every stage, and a timely refund. Any deviation from the procedure can undermine trust in the brand.

🇭🇺 Hungary: speed of refunds is what matters

In Hungary, the speed of fund transfers is key—delays immediately cause frustration. Research shows that for many customers in Central and Eastern Europe, the speed of refunds is a decisive factor in repeat purchases.

The implementation of local addresses for returns and bank accounts in EUR and HUF shortens the logistics process and enables immediate processing of returned goods – in line with German precision and Hungarian expectations of speed.

Local foundation of trust

Effective after-sales service is not possible without a local presence. German customers will not trust a company without a local address or telephone number. Hungarian buyers will also refrain from purchasing if they are not sure that they can rely on real support in case of a problem.

Therefore, a solid foundation for service is the native language, a local phone number, a local address for returns, and payments in local currency. These four elements are the pillars of trust that customers intuitively perceive – even before they place an order.

Summary

Success in customer support in the DACH or CEE markets depends on flexibility. With Germans, you need to be precise and formal, while with Hungarians, you need to be quick and empathetic.

This requires a multi-channel, native CX structure based on local resources and an understanding of cultural nuances. With this approach, after-sales service becomes not just a cost, but a strategic tool for building competitive advantage.

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