Lünendonk List 2022

Leading Providers of Digital Experience Services in Germany

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The Lünendonk® List 2022 “Leading Providers of Digital Experience Services in Germany” provides a ranking of the leading full-service providers of digital services with a focus on digital experience services (DXS).

Learn more about the players in this market!

The Lünendonk® List 2022 “Leading Providers of Digital Experience Services”

When selecting their service providers for the support and implementation of digital projects and solutions, companies are placing increasing value on the fact that they have a full-service portfolio consisting of IT expertise, management consulting as well as design and creativity services. This has created the new provider type “Digital Experience Services”.

Lünendonk maps the leading providers in this market segment in Germany with this list. On average, the service providers studied were able to increase their turnover by 15.6 percent in 2021. You can learn more about the current developments in the industry and the forecasts for the coming years in the comprehensive Lünendonk Survey.

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Inclusion criteria for the Lünendonk® list:

Lünendonk defines digital experience service providers as full-service providers that generate at least 60 percent of their revenue with services in Germany (e.g. management and IT consulting, digital agency services) and generate significant revenue in each of the three segments Digital Consulting, Digital Agency Services and Digital Technology Services. Companies with a DXS revenue share of less than 50 percent must also generate at least €100 million in DXS services, and companies with a DXS revenue share of less than 30 percent must generate at least €200 million in DXS revenue.

Digital Consulting Services: Business Consulting: strategy development, business model innovation, organisational development, change management in the context of DX initiatives; CX Consulting: CX design & management, service & product innovation, ideation & requirements engineering, design thinking; Business Model Execution: support in the introduction of digital business models by optimising marketing, communication, sales and service; Marketing Consulting: marketing ROI development and planning, research & market analysis, development of data-driven marketing strategies; Data & Technology Consulting: technology consulting, IT architecture development, data strategy, data privacy & regulatory compliance;

Digital Agency Services: Usability Services: UX/UI, Usability & Design Testing, Voice UI; Visual Services: (3D) Motion Graphics, Animation, CGI, Visual Effects; Communication & Content Services: Content Creation, Email Marketing, Campaign Planning & Execution, Editorial Planning, Copywriting; Advertising & Performance Services: SEO, SEA, Programmatic & Marketplace Advertising, Affiliate Marketing, Social Commerce, Digital/Web Analytics; Media Services: Media Planning & Buying, Content & Influencer Marketing, Social Media Management.

Digital Technology Services: Technical realisation, implementation and hosting/managed services, excluding the items listed under “Digital Consulting” and “Digital Agency”, including implementation/system integration of content technologies (CMS, PIM, DAM), marketing technologies (e-commerce platforms, marketing automation platforms, customer data platforms, CRM), Customer Technologies (standard software implementations and custom software development, mobile apps, DevOps, rapid prototyping, test management), Data Technologies (master data management, business analytics, artificial intelligence, datalakes), Managed Services and Hosting (operation, maintenance, support and further development of the systems and applications listed above).

Cover photo: amnaj/stock.adobe.com

Access the survey

The Lünendonk® Survey “The Market for Digital Experience Services in Germany” includes all results of the survey of 26 digital experience service providers and 127 user companies.

The new edition of the survey has been published and is available for free download in English and German language.


Mario Zillmann


Mario Zillmann is your contact for research and consulting topics in the IT market. His focus is on the markets of IT consulting, IT sourcing consulting, BI software, customer experience services and engineering services. Thematically, he deals with topics such as customer experience services, cloud sourcing, artificial intelligence (AI), ambidexterity and agile transformation. If you have research and consulting needs for surveys, publications, moderations, workshops or seminars, please contact him directly.