2018联网消费者的状况报告

2020-03-01 489浏览

1.SECOND EDITION State of the Connected Customer Insights from 6,700+ consumers and business buyers on the intersection of experience, technology, and trust
2.About This Report State of the Connected Customer 2 For this second edition “State of the Connected Customer” report, Salesforce Research surveyed over 6,700 consumers and business buyers worldwide todiscover:• How customers’ expectations of companies are changing • Which emerging technologies are influencing the future of customer experience • Why customer trust is increasingly important, and how companies can foster it Data in this report is from a double-blind survey conducted from March 26–April 12, 2018, that generated responses from 6,723 individuals in Australia/New Zealand, Brazil, Canada, France, Germany, Hong Kong, India, Japan, Mexico, the Netherlands, the Nordics, Singapore, the United Kingdom, and the United States. 2,223 1,350 900 2,250 All respondents are third-party panelists (not limited to Salesforce customers). See page 56 for detailed respondent demographics. Salesforce Research provides data-driven insights to help businesses transform how they drive customer success. Browse all reports at salesforce.com/research. Salesforce Research
3.About This Report State of the Connected Customer 3 In this report, we examine survey results from three primarygroups:Consumers Those reporting on their interactions with companies when purchasing for themselves Business Buyers Those reporting on their interactions with companies when purchasing on behalf of their employers Customers Aggregated consumers and business buyers Business Buyers Consumers All Customers Due to rounding, not all percentages may add to the sum total. All comparison calculations are made from total numbers (not rounded numbers). Salesforce Research
4.Contents State of the Connected Customer Executive Summary...................................................................................................................................................... 5 01 Customer Expectations Hit All-Time Highs................................................................................................... 6 02 Companies Face a New Connected Mandate.............................................................................................. 10 03 Technology Sets New Benchmarks for Innovation...................................................................................... 15 04 Customers Balance Personalization and Privacy Amid a Crisis of Trust.................................................... 19 Last Look......................................................................................................................................................................... 22 Country & Regional Profiles........................................................................................................................................ 23 Appendix......................................................................................................................................................................... 42 Demographics................................................................................................................................................................ 56 4 Salesforce Research
5.Executive Summary Rising generations take for granted that they can order almost anything by just talking to a device. But their parents remember when mail-order catalogs were the norm. Suffice to say, technology is raising customer standards at a breakneck pace. For businesses, there’s more focus than ever on going beyond the expected product or service, to deliver a customer experience that truly differentiates. But while expectations for personalized, connected experiences are soaring, trust in companies to responsibly handle the data they require is bottoming out. This report examines the evolution of these expectations, the technology that’s driving them, and the balance of trust between customers and companies. State of the Connected Customer 01 5 Customer Expectations Hit All-Time Highs (See page 6) With more choice, more access to information, and less incentive to be loyal, today’s customers are firmly in control of their relationships with companies. Consumers and business buyers alike seek differentiated experiences based on trust and understanding, and will shop around to find them. Eighty percent of customers say the experience a company provides is as important as its products and services. 02 Companies Face a New Connected Mandate (See page 10) From product recommendations to proactive service, customers expect engagement that’s uniquely personalized. What’s more, customers are looking for interactions that are connected and contextualized at every turn. Seventy percent of customers say connected processes are very important to winning their business. 03 Technology Sets New Benchmarks for Innovation (See page 15) As technology evolves at a head-spinning pace, customers have been conditioned to expect newer and better experiences. Customers are far more likely to view various emerging technologies as revolutionary, rather than hyped, with artificial intelligence (AI) playing an increasingly prominent role in their daily lives. Fifty-six percent of customers actively seek to buy from the most innovative companies. 04 Customers Balance Personalization and Privacy Amid a Crisis of Trust (See page 19) Delivering personalized experiences requires a data-driven, 360-degree view — but more than half of respondents are uncomfortable with how their data is used. Customers say companies can earn their trust by taking certain steps, such as giving them control over how their data is applied, and being transparent with how it’s used. Eighty-six percent of customers are more likely to trust companies with their relevant information if they explain how it provides a better experience. Salesforce Research
6.01 Customer Expectations Hit All-Time Highs Tethered to their smartphones and accustomed to nonstop innovation, today’s consumers and business buyers are more informed and less loyal than their predecessors. In this era of exponentially disruptive technological change, often referred to as the Fourth Industrial Revolution, products and services that are cutting-edge one day are outdated the next. In this context, the experience a company offers is increasingly its differentiator. But the scope of customer experience is changing, too. To win hearts and wallets, companies must not only deliver amazing marketing, sales, ecommerce, and service interactions, but also prove that they have the customers’ best interests in mind. State of the Connected Customer 6 a STAGGERING 95% of customerS say trusting a company increases their loyalty. Customers Push Companies to Do Better Consumers Business Buyers 79% 81% 80% of customers say the experience a company provides is as important as its products and services 94% 64% 96% 73% 95% of customers say they are more likely to be loyal to a company they trust 67% of customers say their standard for good experiences are higher than ever Salesforce Research
7.01 Customer Expectations Hit All-Time Highs Customers expect a lot from companies, but don’t have faith in them to deliver — much less in a principled fashion. About half of customers say most companies fall short of their expectations for great experiences. This would be troubling enough, but there are signs of an even deeper discontent; nearly six in 10 consumers don’t believe companies have their best interests in mind. The reality is that today’s customers expect companies to understand and care about them as individuals, and treat them accordingly. 76% of customers expect companies to understand their needs and expectations. State of the Connected Customer 7 Companies Are Missing the Mark on Experience Consumers Business Buyers 53% 59% 45% 44% 51% of customers say most companies fall short of their expectations for great experiences 54% of customers don’t believe companies have their best interests in mind Salesforce Research
8.01 Customer Expectations Hit All-Time Highs The ripple effect of a single bad experience goes beyond one lost sale. Fifty-seven percent of customers have stopped buying from a company because a competitor provided a better experience. What’s more, 62% of customers say they share bad experiences with others. With the proliferation of peer review sites and social media, this practice can inflict widespread reputational damage. But this new dynamic is not all doom and gloom. Seventy-two percent of customers share good experiences with others — a full 10% more than those that share the negative. State of the Connected Customer 8 Two-thirds of customers will even pay a premium to companies that offer superior experiences, thereby introducing not just competitive differentiation, but increased or even new revenue streams. 76% of customers say it’s easier than ever to take their business elsewhere. Experience Impacts the Bottom Line, for Better or Worse Consumers Business Buyers 61% 63% 62% of customers say they share bad experiences with others 61% 50% 57% of customers have stopped buying from a company because a competitor provided a better experience 70% 77% 72% of customers say they share good experiences with others 63% 74% 67% of customers say they’ll pay more for a great experience Salesforce Research
9.SPOTLIGHT State of the Connected Customer 9 B2B Expectations Mirror B2C Standards Naturally, business buyers also have personal lives as consumers — and their expectations as consumers have seeped into their professional world. 82% of business buyers want the same experience as when they’re buying for themselves. At a time when personalized recommendations, proactive engagement, and deeply relevant content are table stakes, more than seven in 10 business buyers expect vendors to personalize engagement to their needs. And for 84% of business buyers, trust is a critical factor in choosing vendors. Business Buyer Expectations Get Consumerized Percentage of Business Buyers Who Agree with the Following I expect vendors to personalize engagement to my needs I expect Amazon-like buying experiences 72% 69% I think vendors are providing more retail-like experiences than ever before 67% I have switched vendors for a more consumer-like experience 67% See appendix page 44 for generational breaks. To put a fine point on this convergence of B2C and B2B worlds, 69% of business buyers expect an Amazon-like business buying experience. However, only 27% of business buyers say companies generally excel at meeting their standards for an overall experience, signaling ample room for improvement. Salesforce Research
10.02 Companies Face a New Connected Mandate Today’s customers want to be understood and respected as individuals. Eighty-four percent of customers say being treated like a person, not a number, is very important to winning their business. For teams accustomed to owning only one stage of the customer journey, it’s a tricky proposition. Customers judge companies based on their experience as a whole — not just interactions with individual departments — and they expect consistency. 70% of customers say connected processes — such as seamless handoffs or contextualized engagement based on earlier interactions — are very important to winning their business. State of the Connected Customer 10 Connected Customers Demand Connected Journeys Percentage of Customers Who Say the Following Are Very Important to Winning Their Business All Customers Consumers Business Buyers Connected processes 67% 84% 70% 83% 84% of customers say being treated like a person, not a number, is very important to winning their business 75% Understanding how they use products/services 67% 70% 76% Instant, on-demand engagement 63% 66% 73% Today’s customers seek contextualized experiences — meaning their engagement with a company reflects an understanding of past actions, product usage, and a myriad of other factors. Yet, 37% of customers feel less connected to companies than they did two years ago. Salesforce Research
11.02 Companies Face a New Connected Mandate What experiences are customers looking for before they even make a purchase? Many say that user-generated content — such as product reviews and photos from other customers — is important. Personalization is another common thread that customers say is important. Even if a customer hasn’t interacted with a company, they still want to feel known. Customers are 2.1x more likely to view personalized offers as important, versus unimportant. 59% of customers say tailored engagement based on past interactions is very important to winning their business. One area where business buyers differ from consumers is advertising. Business buyers place more importance on retargeted offers and personalized cross-channel ads than do consumers. State of the Connected Customer 11 Before They Buy, Marketing Personalization Matters Likelihood of Customers Rating Each Quality as Important vs. Unimportant Consumers 2.4x more likely 1.9x more likely 1.3x more likely 1.1x less likely Important Unimportant Important Unimportant User-generated content (e.g., product reviews, photos, testimonials, and other content from other customers) Business Buyers 2.9x more likely Personalized offers (i.e., a discount based on my purchase history) 2.7x more likely Personalized communications (e.g., email newsletters, etc.) 2.2x more likely Retargeted offers (i.e., ads on one channel based on my actions on another channel, like an online ad for a previously viewed product) 1.8x more likely Respondents were not required to rate a quality as important or unimportant. Data is based off respondents who elected to rate a quality as such. Not a complete list. See appendix page 46 for a full list broken by generational segmentations. Salesforce Research
12.02 Companies Face a New Connected Mandate When it comes time to buy, today’s customers expect more than knowledgeable salespeople and a quick and easy checkout. Increasingly drawn to ecommerce sites, they value product comparison tools as well as mobile apps. On top of it all, they want to move seamlessly between various digital and offline channels, often browsing on one in the morning only to close the deal on another in the evening. Customers are 3.7x more likely to view seamless transitions between channels as important, versus unimportant. With their professional reputations — and often large sums of money — at stake, business buyers have set the bar even higher. Seventy-eight percent of business buyers seek salespeople that act as trusted advisors with knowledge of their needs and industry. Business buyers are more likely than consumers to value product recommendations and mobile apps — a testament to the blurring lines between B2C and B2B behavior. State of the Connected Customer 12 When They Buy, Customers Seek Ease, Seamlessness, and Consultants Likelihood of Customers Rating Each Quality as Important vs. Unimportant Consumers 5.7x more likely 3.4x more likely 1.7x more likely 1.3x more likely Important Unimportant Important Unimportant Product comparison tools Business Buyers 7.1x more likely Seamless transitions between channels (e.g., online to in-store) 4.4x more likely Mobile apps 2.5x more likely Product recommendations (that match my buying habits) 2.3x more likely Respondents were not required to rate a quality as important or unimportant. Data is based off respondents who elected to rate a quality as such. Not a complete list. See appendix page 46 for a full list broken by generational segmentations. Salesforce Research
13.02 Companies Face a New Connected Mandate Customer service isn’t just a reactionary cost center — it’s a core element of differentiated customer experience. To meet current standards, service must be quick, readily available anywhere, and even proactive. Increasingly unfamiliar with the concept of “waiting,” customers are keen on self-service tools that empower them to find quick answers on their own, when they do need more personalized help, they’re not apt to wait on hold. Customers are 4.7x more likely to view real-time messaging as important versus unimportant. Despite this trend, there will always be instances when nothing but a human touch will do. Consumers, in particular, expect empowered service reps armed with decisionmaking authority and a full understanding of their unique journeys. Even customer service that comes to them — such as via field agents — is increasingly important, particularly to business buyers. 70% of customers say service agents’ awareness of sales interactions is very important to keeping their business. State of the Connected Customer 13 After They Buy, Customers Seek Service Beyond the Call Center Likelihood of Customers Rating Each Quality as Important vs. Unimportant Consumers 4.5x more likely 4.8x more likely 2.4x more likely 2.0x more likely — Important Unimportant Important Unimportant Real-time messaging when I need service Business Buyers 5.0x more likely Self-service tools (e.g., account portals, FAQ) 5.2x more likely Customer service that comes to me (i.e., mobile service agents with the same information and capabilities as those in a call center) 3.2x more likely Proactive service (e.g., based on IoT) 3.2x more likely Online communities (e.g., customer forums) 1.7x more likely Respondents were not required to rate a quality as important or unimportant. Data is based off respondents who elected to rate a quality as such. Not a complete list. See appendix page 46 for a full list broken by generational segmentations. Salesforce Research
14.SPOTLIGHT Customers Flock to a Growing Roster of Channels 14 State of the Connected Customer As options for communicating multiply, many companies struggle to prioritize the channels they invest in. If younger generations point the way to preference trends, however, social, online communities, and voice assistants are critical. Sixty-seven percent of millennials and Gen Zers use voice-activated personal assistants like Siri and Alexa to connect with companies — 1.7x more than traditionalists and baby boomers who do the same. In all, the average customer uses 10 channels to communicate with companies, and lists six of those channels as preferred. Unsurprisingly, millennials and Gen Zers are the most omni-channel generation, using an average of 11 channels, versus nine for traditionalists and baby boomers. Yet, members of older generations are hardly Luddites. Seventy-two percent of traditionalists and baby boomers use mobile apps, for example, and 78% use text/SMS to communicate with companies. And as the consumer goes digital, so does the business buyer. Sixty-seven percent of business buyers prefer to buy through digital channels. Use of Digital Channels Spans Generations Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies Gen Xers Traditionalists/Baby Boomers Prefer to use Total use Millennials/Gen Zers Prefer to use Total use Prefer to use Total use Online portals (e.g., self-service account information) Mobile app 31% 72% 45% 35% 42% 82% 61% 39% Text/SMS 35% 80% 53% Online knowledge bases (e.g., self-service FAQ, searchable libraries of info, etc.) 76% 37% 51% 29% 69% 86% 86% 52% Voice-activated personal assistants (e.g., Siri, Alexa) 51% 10% 67% 43% 81% Social media 14% Online communities (i.e., forums to interact with other customers) 77% 44% 81% 47% 27% 78% 38% 89% 28% 88% 51% 70% 15% 83% 90% Online chat/live support (e.g., pop-up support window on a company’s website) 24% 77% 39% 18% 80% 50% 35% 67% Not a complete list. See appendix page 47 for full channel use and preference data, including all customer, consumer, and business buyer segmentations. Salesforce Research
15.03 Technology Sets New Benchmarks for Innovation In recent years, the word “innovation” has been everywhere — but actually delivering it is a different story. A new crop of capabilities, such as AI, continues to raise the bar on what’s seen as innovative. And for a majority of customers, innovation impacts purchasing habits. State of the Connected Customer 15 Innovation Comes Standard for the Connected Customer Percentage of Customers Who Agree with the Following All Customers Consumers Business Buyers 59% 56% percent of customers (including 66% of business buyers) actively seek to buy from the most innovative companies. There was a time when the mere presence on a social channel or existence of a mobile app would satisfy demands — but no more. Fifty-nine percent of customers say companies need cutting-edge digital experiences to keep their business. 63% I expect companies to provide new products/ services more frequently than ever before 71% 64% 66% It takes more for a company to impress me with new products/services than ever before I actively seek to buy from the most innovative companies (i.e., those that consistently introduce new products/services based on customer needs and new technology) 72% 50% 56% 66% 71% of customers say they buy products and services they didn’t know would exist five years ago. Salesforce Research
16.03 Technology Sets New Benchmarks for Innovation Which technologies are driving higher expectations for innovation? Smartphones, social media, and other entrenched technologies that created our “always-on” culture are only the tip of the iceberg. In the eyes of customers, new capabilities fueled by AI, the Internet of Things (IoT), and other emerging technologies are far more likely to be seen as revolutionary versus insignificant. Customers are 9.5x more likely to view AI as revolutionary versus insignificant. While consumers and business buyers generally see eye to eye on the impact of various technologies, there are some notable differences. Consumers, for example, put greater stock in the revolutionary impact of smartphones, while business buyers are more wowed by voice-activated personal assistants and cloud computing. State of the Connected Customer 16 Modern Technology Advances Are Seen as Revolutionary, Not Hype Likelihood of Customers Rating Each Technology as Revolutionary vs. Insignificant Consumers Revolutionary Insignificant Revolutionary Insignificant 9.7x more likely Artificial intelligence (AI) 7.3x more likely Internet of Things (IoT) 4.1x more likely Blockchain 2.4x more likely Cryptocurrencies 2.4x more likely Virtual/augmented reality Business Buyers 9.1x more likely 7.4x more likely 4.8x more likely 2.6x more likely 3.7x more likely 10.2x more likely Cybersecurity 10.1x more likely 18.3x more likely Smartphones 14.9x more likely 2.4x more likely Voice-activated personal assistants 9.9x more likely Cloud computing 3.3x more likely Respondents were not required to rate a technology as revolutionary or insignificant. Data is based off respondents who elected to rate a technology as such. Not a complete list. See appendix page 51 for a full list broken by consumer and business buyer segmentations. 11.8x more likely Salesforce Research
17.03 Technology Sets New Benchmarks for Innovation Most customers believe that these technologies — and the differentiated experiences they produce — will transform their interactions with companies in the very near term. In fact, a majority of customers say their expectations are already impacted by up-and-coming technologies like the IoT (60%), voice-activated personal assistants (59%), and AI (51%). A nod to the role of trust in today’s customer dynamic, 64% say cybersecurity is transforming their expectations. Even blockchain, which puts up the lowest numbers, is expected to pack a punch; 41% of customers say it has or is actively transforming their expectations. On average, 56% of consumers say a given technology is transforming their expectations. That figure rises to 63% for business buyers, who are more likely to experience an impact from virtual/augmented reality (54%), cryptocurrencies (50%), and blockchain (51%), in particular. State of the Connected Customer 17 The Fourth Industrial Revolution Is in Full Swing Percentage of Customers Who Believe the Following Technologies Will Transform Their Expectations of Companies Already transformed Actively transforming Cybersecurity Artificial intelligence (AI) 20% 40% 29% Voice-activated personal assistants 39% 20% Virtual/augmented reality 15% Chatbots 15% 11% 14% 38% 34% 35% 30% 30% Sum 23% 37% 20% Cloud computing Cryptocurrencies 44% 14% Internet of Things (IoT) Blockchain Will transform within five years 87% 36% 87% 26% 86% 18% 86% 25% 84% 28% 78% 27% 77% 31% 72% 27% 71% Not a complete list. See appendix page 49 for full data, including all customer, consumer, and business buyer segmentations. Percents may not add to the sum total due to rounding. Salesforce Research
18.SPOTLIGHT State of the Connected Customer 18 Customers Have a Bright Outlook on AI AI is often portrayed as something out of a science fiction novel, yet, customers have come to like — or even love — a variety of everyday technologies that would be impossible without AI. Credit card fraud detection, email spam filters, and automatic reminders are among the most popular AI use cases. More than half of customers have grown fond of voice-activated personal assistants like Siri or Alexa. Other uses, like self-driving cars, are viewed with less enthusiasm. AI-Driven Experiences Are Winning Customers Over Percentage of Customers Who Love or Like the Following Love Like Sum Credit card fraud detection 46% Email spam filters Sixty-seven percent of customers recognize the good that can come from AI, and 61% believe the technology presents positive opportunities for society. Yet, customer trust is a delicate thing; 31% of customers are wary of companies’ use of new technologies. Thus, educating customers about the technology will be critical as companies explore new ways to differentiate with AI. 27% Predictive traffic alerts 49% 21% Predictive text 19% Smart thermostats 20% Mobile check deposit 48% 43% 23% Personalized recommendations 16% Voice-activated personal assistants Predictive image categorization 46% 34% Automatic reminders 59% of customers are open to companies using AI to improve their experiences. 40% 20% 15% Self-driving cars 17% 76% 70% 62% 60% 36% 58% 33% 29% 81% 40% 40% 35% 86% 56% 53% 50% 46% See appendix page 50 for generational segmentations. Base excludes respondents who said “Don’t Know” for each technology. Percents may not add to the sum total due to rounding. Salesforce Research
19.04 Customers Balance Personalization and Privacy Amid a Crisis of Trust Providing the experiences customers expect takes a new breed of technologies, as well as a thorough understanding of unique needs and expectations — and that takes data. But, as recent incidents have laid bare, not all companies are earning their customers’ trust to do the right thing with these technologies and data. State of the Connected Customer 19 In a World of Vulnerabilities, Customers Are Increasingly Distrustful Percentage of Customers That Agree with the Following All Customers Consumers Business Buyers 63% 62% of customers say they’re more afraid of their data being compromised now than they were two years ago. The issue, however, goes deeper than a fear of malicious hackers. Fundamentally, customers have lost trust in companies to do the right thing when it comes to their data. Fifty-seven percent of customers (including 62% of consumers) are uncomfortable with how companies use their personal information. Part of this discomfort may stem from the simple fact that so many customers — half of consumers, for instance — feel confused about how companies use their data in the first place. 59% I believe my personal information is vulnerable to a security breach 50% 62% 57% I’m uncomfortable with how companies use my personal/business information 48% 50% I’m confused about how companies use my data 45% 34% Salesforce Research
20.04 Customers Balance Personalization and Privacy Amid a Crisis of Trust State of the Connected Customer On the surface, it may seem that companies face aparadox:How can they provide personalized experiences when customers don’t trust them with the data necessary to provide them? Customers Will Swap Data for a Better Experience As it turns out, customers are actually fine with companies using their personal information for the stated purpose of meeting their elevated expectations. Overwhelming majorities are willing to share relevant personal information (or in the case of business buyers, professional information) in exchange for perks like personalized offers, personalized shopping experiences, and consistent omni-channel interactions. Connections between digital and in-person experiences 79% of customers are willing to share relevant information about themselves in exchange for contextualized interactions in which they’re immediately known and understood. In other words, companies that stay true to using data to provide a better overall experience have a green light to create truly differentiated customer journeys. As other research has shown, this opens up broad opportunities for firms in the media, healthcare, and banking sectors, and everywhere in between. 20 Percentage of Customers Who Are Willing to Share Relevant Information About Themselves for the Following ACROSS THE JOURNEY 82% Consistent interactions across every channel 80% Contextualized interactions 79% Connected devices or services 75% BEFORE THEY BUY Personalized offers or discounts 88% Personalized online shopping experiences 80% Personalized in-store shopping experiences 80% Personalized product recommendations 79% WHEN & AFTER THEY BUY Simpler purchasing process 88% Proactive customer service 85% More consultative help from salespeople 81% See appendix pages 53-54 for consumer, business buyer, and generational segmentations. Salesforce Research
21.SPOTLIGHT State of the Connected Customer 21 Fostering Trust in the Data-Value Exchange The challenge for companies seeking to differentiate with data-driven experiences isn’t that customers don’t want their information applied for such purposes, but that they don’t trust that their data will be used for such purposes alone. Forty-eight percent of customers (including 51% of consumers) believe companies do a bad job at protecting their personal information. Companies must develop strong privacy policies and demonstrate a commitment to safeguarding data to show that they have customers’ best interests at heart. What’s more, companies earn trust by being transparent about how customer information is used, and explaining how it provides a better experience. But while sound policies and transparency are critical, companies earn the most trust by putting customers in the driver’s seat of data use. Ninety-two percent of customers are more likely to trust companies that give them control over what information is collected about them. The ROI of sound data practices extends beyond trust. One study of retailers found, compared to competitors with flat or decreasing revenue, companies with at least 10% annual revenue growth are 1.6x more likely to have sound customer security practices.1 1 Salesforce and Deloitte, “Consumer Experience in the Retail Renaissance,” March 2018. Transparency About Customers’ Data Use Earns Their Trust Percentage of Customers Who Say They’re More Likely to Trust Companies with Their Personal Information If They Do the Following Give me control over what information is collected about me 92% Are transparent about how my information is used 91% Show their commitment to protecting my information 91% Have a strong privacy policy 90% Ask for my explicit consent to use my information 88% Vow not to share my information without permission 88% Explain how using my information gives me a better customer experience 86% Use my information to fully personalize my customer experience 78% See appendix page 55 for consumer and business buyer segmentations. Salesforce Research
22.Last Look State of the Connected Customer 22 The Values That Drive Loyalty Winning customers — let alone their loyalty — has never been more challenging than it is today. In a time when great products and services alone won’t cut it, companies have to go the extra mile. We asked the consumers and business buyers in our survey about a dozen corporate values and their impact on their loyalty to a company. Here are the top three factors they told us are most important. 01 EXPERIENCE Today’s connected customers have more access to information — and more choice in who they give their business to — than ever before. At the same time, they’re harder to impress. The experience that a company provides is what stands out in customers’ minds when it’s time to swipe their credit card. Sixty-four percent of customers say providing an excellent customer experience strengthens their loyalty. 02 CUSTOMER SUCCESS Companies focused on quick sales will face strong headwinds in today’s customer landscape. Customers take their time when evaluating purchases — whether to compare options online, ask friends on social media for references, or use a different device. Winning customers today requires demonstrating a firm understanding of their unique needs, objectives, and circumstances. It also takes an ongoing investment in the relationship well after the deal is done. Sixty-one percent of customers say a commitment to their success or satisfaction strengthens their loyalty. 03 DATA GUARDIANSHIP Customers are wary of how companies use and protect their data, and with good reason. When privacy policies require a law degree to decipher, and “trusted” brands experience major breaches with alarming frequency, it’s natural for privacy and security practices to come under the microscope. Still, customers expect companies to leverage data insights and new technologies to take their experiences to a whole new level. Companies that view these seemingly opposing trends as an opportunity, rather than an impediment to their business, are already on the right track. Fifty-four percent of customers say a commitment to safeguarding their data strengthens their loyalty. Salesforce Research
23.State of the Connected Customer 23 COUNTRY & REGIONAL PROFILES* * Please keep in mind that cultural bias impacts survey results across regions. Salesforce Research
24.CountryProfile:United States 24 State of the Connected Customer 600 Consumers & 300 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs 65% of all customers Most companies fall short of my expectations for a great experience 61% Companies need cutting-edge digital experiences to keep my business say their standard for good customer experiences is higher than ever 52% 65% 77% of all customers I will pay more for a great experience 71% 76% 68% say the experience a company provides is as important as its products/services I’ve stopped buying from a company because a competitor provided a better experience 82% of business buyers 73% want the same experience as when they’re buying for themselves 66% 77% Customers Dictate the Experiences They Want 85% of all customers 10 channels are used, 9 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Customers Set New Benchmarks for Innovation on average, by business buyers to communicate with companies on average, by consumers to communicate with companies I expect companies to provide new products/services more frequently than before 41% 51% 48% 37% 57% 48% 42% of all customers recognize the good that can come from AI say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 46% of business buyers recognize the good that can come from AI say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 39% of consumers recognize the good that can come from AI Mobile apps 41% Online portals 43% Online communities 16% Voice-activated personal assistants (e.g., Siri, Alexa) 18% Prefer to use 44% 63% 52% 52% 56% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 43% 41% A Data-Value Exchange Rises as Customer Trust Falls Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies 47% 46% believe AI presents good opportunities for society I’m confused about how companies use my data Text/SMS 58% believe AI presents good opportunities for society I believe my personal info is vulnerable to a security breach 48% 79% 43% 51% 72% 82% 82% 82% 81% 52% 48% Total use Top Actions That Increase Customer Trust Giving me control over what information is collected about me Having a strong privacy policy Asking for my explicit consent to use my information Giving me control over what information is collected about me Having a strong privacy policy Asking for my explicit consent to use my information Salesforce Research
25.CountryProfile:Australia/New Zealand 25 State of the Connected Customer 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Most companies fall short of my expectations for a great experience 57% 51% 61% I will pay more for a great experience 67% 69% 66% I’ve stopped buying from a company because a competitor provided a better experience 62% 51% 68% 70% of all customers Companies need cutting-edge digital experiences to keep my business say their standard for good customer experiences is higher than ever 80% of all customers say the experience a company provides is as important as its products/services 85% of business buyers want the same experience as when they’re buying for themselves Customers Dictate the Experiences They Want 85% of all customers 10 channels are used, 9 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Customers Set New Benchmarks for Innovation on average, by business buyers to communicate with companies on average, by consumers to communicate with companies 58% 67% 54% recognize the good that can come from AI 43% Text/SMS 45% Mobile apps 43% say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 45% of business buyers recognize the good that can come from AI 18% Prefer to use 46% 48% 67% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 42% of consumers recognize the good that can come from AI 53% 58% 52% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 43% 44% A Data-Value Exchange Rises as Customer Trust Falls I believe my personal info is vulnerable to a security breach 48% 63% 30% 57% 50% 70% 78% 78% 73% 59% 24% 57% believe AI presents good opportunities for society I’m confused about how companies use my data Online portals Voice-activated personal assistants (e.g., Siri, Alexa) 50% 61% 54% 43% of all customers Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies Online communities I expect companies to provide new products/services more frequently than before Top Actions That Increase Customer Trust Giving me control over what information is collected about me Having a strong privacy policy Asking for my explicit consent to use my information Having a strong privacy policy Giving me control over what information is collected about me Vowing not to use my information without permission 43% Total use Tie Explaining how my information provides a better customer experience Salesforce Research
26.CountryProfile:Brazil 26 State of the Connected Customer 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customers Set New Benchmarks for Innovation Customer Standards Hit All-Time Highs Most companies fall short of my expectations for a great experience 43% 36% 47% I will pay more for a great experience 76% 83% 72% I’ve stopped buying from a company because a competitor provided a better experience 54% 51% 55% 67% of all customers say their standard for good customer experiences is higher than ever 89% of all customers say the experience a company provides is as important as its products/services 92% of business buyers want the same experience as when they’re buying for themselves Customers Dictate the Experiences They Want 94% of all customers 12 channels are used, 11 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Companies need cutting-edge digital experiences to keep my business on average, by business buyers to communicate with companies on average, by consumers to communicate with companies I expect companies to provide new products/services more frequently than before 80% 84% 85% 78% 89% 82% 68% of all customers recognize the good that can come from AI say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 68% of business buyers recognize the good that can come from AI say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 68% of consumers recognize the good that can come from AI 59% Online portals 84% 39% Text/SMS 42% Voice-activated personal assistants (e.g., Siri, Alexa) Prefer to use 84% 72% Total use 87% 78% 81% 82% open to AI improving the customer experience 74% 74% A Data-Value Exchange Rises as Customer Trust Falls I believe my personal info is vulnerable to a security breach 38% 44% 42% 36% 38% 47% 96% 92% 48% Online communities 76% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies 76% 75% believe AI presents good opportunities for society I’m confused about how companies use my data Mobile apps 84% believe AI presents good opportunities for society Top Actions That Increase Customer Trust Showing a commitment to protecting my information Giving me control over what information is collected about me Being transparent about how my information is used Being transparent about how my information is used Showing a commitment to protecting my information Giving me control over what information is collected about me Salesforce Research
27.CountryProfile:Canada 27 State of the Connected Customer 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs 69% of all customers Most companies fall short of my expectations for a great experience 60% Companies need cutting-edge digital experiences to keep my business say their standard for good customer experiences is higher than ever 49% 65% 80% of all customers I will pay more for a great experience 69% 74% 67% say the experience a company provides is as important as its products/services I’ve stopped buying from a company because a competitor provided a better experience 78% of business buyers 69% want the same experience as when they’re buying for themselves 63% 72% Customers Dictate the Experiences They Want 84% of all customers 11 channels are used, 9 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Customers Set New Benchmarks for Innovation on average, by business buyers to communicate with companies on average, by consumers to communicate with companies 52% 54% 64% 45% 65% 49% 44% of all customers recognize the good that can come from AI open to AI improving the customer experience 52% of business buyers recognize the good that can come from AI 42% 77% 39% Text/SMS 26% Online communities 16% Prefer to use 55% 67% say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 40% of consumers recognize the good that can come from AI 65% 65% 59% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 49% 50% A Data-Value Exchange Rises as Customer Trust Falls I believe my personal info is vulnerable to a security breach 44% 66% 33% 50% 55% 72% 80% 41% Mobile apps 54% believe AI presents good opportunities for society I’m confused about how companies use my data Online portals 62% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies Voice-activated personal assistants (e.g., Siri, Alexa) I expect companies to provide new products/services more frequently than before Top Actions That Increase Customer Trust Having a strong privacy policy Being transparent about how my information is used Giving me control over what information is collected about me Giving me control over what information is collected about me Having a strong privacy policy Being transparent about how my information is used 74% 59% 44% Total use Tie Showing a commitment to protecting my information Salesforce Research
28.CountryProfile:France 28 State of the Connected Customer 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs 59% of all customers Most companies fall short of my expectations for a great experience 47% Companies need cutting-edge digital experiences to keep my business say their standard for good customer experiences is higher than ever 40% 50% 82% of all customers I will pay more for a great experience 66% 82% 58% say the experience a company provides is as important as its products/services I’ve stopped buying from a company because a competitor provided a better experience 91% of business buyers 49% want the same experience as when they’re buying for themselves 41% 53% Customers Dictate the Experiences They Want 84% of all customers 11 channels are used, 9 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Customers Set New Benchmarks for Innovation on average, by business buyers to communicate with companies on average, by consumers to communicate with companies 75% 86% 70% recognize the good that can come from AI 30% Mobile apps 32% Text/SMS 30% 21% 17% Prefer to use 74% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 57% of business buyers recognize the good that can come from AI 66% 65% 83% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 44% of consumers recognize the good that can come from AI 73% 74% 69% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 63% 61% A Data-Value Exchange Rises as Customer Trust Falls I’m confused about how companies use my data Online portals Voice-activated personal assistants (e.g., Siri, Alexa) 70% 81% 64% 48% of all customers Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies Online communities I expect companies to provide new products/services more frequently than before I believe my personal info is vulnerable to a security breach 51% 63% 33% 60% 49% 70% 77% 73% 70% 62% 55% Total use Top Actions That Increase Customer Trust Giving me control over what information is collected about me Asking for my explicit consent to use my information Asking for my explicit consent to use my information Giving me control over what information is collected about me Tie Showing a commitment to protecting my information Being transparent about how my information is used Salesforce Research
29.CountryProfile:Germany 29 State of the Connected Customer 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs 64% of all customers Most companies fall short of my expectations for a great experience 56% Companies need cutting-edge digital experiences to keep my business say their standard for good customer experiences is higher than ever 45% 62% 74% of all customers I will pay more for a great experience 62% 71% 57% say the experience a company provides is as important as its products/services I’ve stopped buying from a company because a competitor provided a better experience 75% of business buyers 51% want the same experience as when they’re buying for themselves 45% 55% Customers Dictate the Experiences They Want 87% of all customers 11 channels are used, 10 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Customers Set New Benchmarks for Innovation on average, by business buyers to communicate with companies on average, by consumers to communicate with companies 24% 60% 52% recognize the good that can come from AI 76% 74% 25% 66% 15% 16% Prefer to use 55% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 50% of business buyers recognize the good that can come from AI 54% 49% 61% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 45% of consumers recognize the good that can come from AI 61% 55% 53% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 51% 46% A Data-Value Exchange Rises as Customer Trust Falls I believe my personal info is vulnerable to a security breach 43% 58% 36% 47% 52% 62% 82% 25% Text/SMS Voice-activated personal assistants (e.g., Siri, Alexa) 55% I’m confused about how companies use my data Mobile apps Online communities 54% 65% 48% 47% of all customers Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies Online portals I expect companies to provide new products/services more frequently than before 46% Total use Top Actions That Increase Customer Trust Giving me control over what information is collected about me Vowing not to share my information without permission Showing a commitment to protecting my information Asking for my explicit consent to use my information Giving me control over what information is collected about me Vowing not to share my information without permission Salesforce Research
30.CountryProfile:Hong Kong 30 State of the Connected Customer 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customers Set New Benchmarks for Innovation Customer Standards Hit All-Time Highs Most companies fall short of my expectations for a great experience 48% 44% 49% I will pay more for a great experience 61% 61% 60% I’ve stopped buying from a company because a competitor provided a better experience 51% 45% 54% 71% of all customers 86% of all customers say the experience a company provides is as important as its products/services 78% of business buyers want the same experience as when they’re buying for themselves 73% of all customers 12 channels are used, 11 channels are used, on average, by business buyers to communicate with companies on average, by consumers to communicate with companies 61% 76% 69% 57% 79% 74% 53% of all customers recognize the good that can come from AI open to AI improving the customer experience 59% of business buyers recognize the good that can come from AI 64% 46% Online portals 88% 38% Text/SMS 19% Prefer to use 82% 62% Total use 63% 75% say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 51% of consumers recognize the good that can come from AI 63% 67% 72% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 61% 61% A Data-Value Exchange Rises as Customer Trust Falls I believe my personal info is vulnerable to a security breach 61% 70% 49% 67% 63% 74% 94% 91% 39% Online communities 61% believe AI presents good opportunities for society I’m confused about how companies use my data Mobile apps 73% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies Voice-activated personal assistants (e.g., Siri, Alexa) I expect companies to provide new products/services more frequently than before say their standard for good customer experiences is higher than ever Customers Dictate the Experiences They Want say it’s very important for companies to treat them as a person, not a number, to win their business Companies need cutting-edge digital experiences to keep my business Top Actions That Increase Customer Trust Showing a commitment to protecting my information Tie Vowing not to share my information without permission Having a strong privacy policy Vowing not to share my information without permission Tie Having a strong privacy policy Giving me control over what information is collected about me Salesforce Research
31.CountryProfile:India 31 State of the Connected Customer 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customers Set New Benchmarks for Innovation Customer Standards Hit All-Time Highs Most companies fall short of my expectations for a great experience 32% 27% 34% I will pay more for a great experience 88% 89% 88% I’ve stopped buying from a company because a competitor provided a better experience 36% 25% 42% 87% of all customers Companies need cutting-edge digital experiences to keep my business say their standard for good customer experiences is higher than ever 92% of all customers say the experience a company provides is as important as its products/services 88% of business buyers want the same experience as when they’re buying for themselves 86% of all customers 13 channels are used, 12 channels are used, on average, by business buyers to communicate with companies 92% 91% 93% 91% 91% 91% 71% of all customers recognize the good that can come from AI on average, by consumers to communicate with companies say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 74% of business buyers recognize the good that can come from AI say AI is already or actively transforming their expectations of companies open to AI improving the customer experience recognize the good that can come from AI 72% Online portals 65% Text/SMS 68% Online communities 62% Voice-activated personal assistants (e.g., Siri, Alexa) Prefer to use Total use 86% 85% 82% 87% 84% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 80% 86% A Data-Value Exchange Rises as Customer Trust Falls Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies 78% 81% believe AI presents good opportunities for society I’m confused about how companies use my data Mobile apps 84% believe AI presents good opportunities for society 69% of consumers Customers Dictate the Experiences They Want say it’s very important for companies to treat them as a person, not a number, to win their business I expect companies to provide new products/services more frequently than before I believe my personal info is vulnerable to a security breach 31% 25% 19% 36% 13% 31% 98% 95% Top Actions That Increase Customer Trust Having a strong privacy policy Showing a commitment to protecting my information Giving me control over what information is collected about me Having a strong privacy policy Giving me control over what information is collected about me Being transparent about how my information is used 93% 93% 89% Tie Explaining how my information provides a better customer experience Salesforce Research
32.CountryProfile:Japan 32 State of the Connected Customer 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs 48% of all customers Most companies fall short of my expectations for a great experience 53% Companies need cutting-edge digital experiences to keep my business say their standard for good customer experiences is higher than ever 52% 54% 63% of all customers I will pay more for a great experience 43% 59% 35% say the experience a company provides is as important as its products/services I’ve stopped buying from a company because a competitor provided a better experience 55% of business buyers 58% want the same experience as when they’re buying for themselves 55% 59% Customers Dictate the Experiences They Want 67% of all customers 10 channels are used, 8 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Customers Set New Benchmarks for Innovation on average, by business buyers to communicate with companies on average, by consumers to communicate with companies 36% 47% 30% recognize the good that can come from AI say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 48% of business buyers recognize the good that can come from AI 65% 29% 24% Online portals 65% 20% 12% Prefer to use 76% 46% 65% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 45% of consumers recognize the good that can come from AI 81% 52% 48% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 74% 42% A Data-Value Exchange Rises as Customer Trust Falls I believe my personal info is vulnerable to a security breach 58% 68% 42% 66% 60% 72% 70% 32% Mobile apps 54% believe AI presents good opportunities for society I’m confused about how companies use my data Text/SMS Voice-activated personal assistants (e.g., Siri, Alexa) 37% 47% 32% 46% of all customers Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies Online communities I expect companies to provide new products/services more frequently than before 55% Top Actions That Increase Customer Trust Being transparent about how my information is used Asking for my explicit consent to use my information Having a strong privacy policy Having a strong privacy policy Vowing not to share my information without permission Being transparent about how my information is used 44% Total use Salesforce Research
33.CountryProfile:Mexico 33 State of the Connected Customer 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customers Set New Benchmarks for Innovation Customer Standards Hit All-Time Highs Most companies fall short of my expectations for a great experience 35% 34% 35% I will pay more for a great experience 78% 81% 76% I’ve stopped buying from a company because a competitor provided a better experience 36% 30% 39% 82% of all customers say their standard for good customer experiences is higher than ever 94% of all customers say the experience a company provides is as important as its products/services 88% of business buyers want the same experience as when they’re buying for themselves Customers Dictate the Experiences They Want 93% of all customers 12 channels are used, 11 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Companies need cutting-edge digital experiences to keep my business on average, by business buyers to communicate with companies on average, by consumers to communicate with companies 42% 83% 86% recognize the good that can come from AI 92% 32% 77% 25% 22% Prefer to use 80% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 65% of business buyers recognize the good that can come from AI 76% 75% 83% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 88% of consumers recognize the good that can come from AI 80% 77% 79% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 73% 74% A Data-Value Exchange Rises as Customer Trust Falls I believe my personal info is vulnerable to a security breach 29% 36% 24% 31% 31% 39% 93% 52% Mobile apps Voice-activated personal assistants (e.g., Siri, Alexa) 85% I’m confused about how companies use my data Online portals Text/SMS 86% 87% 86% 69% of all customers Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies Online communities I expect companies to provide new products/services more frequently than before 74% 70% Total use Top Actions That Increase Customer Trust Being transparent about how my information is used Showing a commitment to protecting my information Having a strong privacy policy Showing a commitment to protecting my information Having a strong privacy policy Giving me control over what information is collected about me Tie Salesforce Research
34.CountryProfile:Netherlands 34 State of the Connected Customer 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customers Set New Benchmarks for Innovation Customer Standards Hit All-Time Highs 55% of all customers Most companies fall short of my expectations for a great experience 52% say their standard for good customer experiences is higher than ever 50% 53% 69% of all customers I will pay more for a great experience 56% 53% 57% say the experience a company provides is as important as its products/services I’ve stopped buying from a company because a competitor provided a better experience 78% of business buyers 63% want the same experience as when they’re buying for themselves 61% 64% Customers Dictate the Experiences They Want 82% of all customers 11 channels are used, 10 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Companies need cutting-edge digital experiences to keep my business on average, by business buyers to communicate with companies on average, by consumers to communicate with companies 51% 60% 47% recognize the good that can come from AI 49% say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 37% of business buyers recognize the good that can come from AI 28% Online communities 16% Prefer to use 49% 56% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 41% of consumers recognize the good that can come from AI 51% 49% 62% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 56% 49% A Data-Value Exchange Rises as Customer Trust Falls 81% I believe my personal info is vulnerable to a security breach 45% 64% 41% 47% 57% 68% Top Actions That Increase Customer Trust Having a strong privacy policy Showing a commitment to protecting my information Giving me control over what information is collected about me Tie Being transparent about how my information is used Giving me control over what information is collected about me Having a strong privacy policy Asking for my explicit consent to use my information Tie Being transparent about how my information is used 68% 27% 54% 85% 37% Online portals 60% believe AI presents good opportunities for society I’m confused about how companies use my data Mobile apps Voice-activated personal assistants (e.g., Siri, Alexa) 46% 51% 43% 40% of all customers Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies Text/SMS I expect companies to provide new products/services more frequently than before 67% 45% Total use Salesforce Research
35.CountryProfile:Nordics 35 State of the Connected Customer 300 Consumers & 123 Business Buyers All Customers Business Buyers Consumers Customers Set New Benchmarks for Innovation Customer Standards Hit All-Time Highs 52% of all customers Most companies fall short of my expectations for a great experience 53% say their standard for good customer experiences is higher than ever 53% 53% 65% of all customers I will pay more for a great experience 57% 67% 53% say the experience a company provides is as important as its products/services I’ve stopped buying from a company because a competitor provided a better experience 83% of business buyers 68% want the same experience as when they’re buying for themselves 60% 71% Customers Dictate the Experiences They Want 81% of all customers 11 channels are used, 10 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Companies need cutting-edge digital experiences to keep my business on average, by business buyers to communicate with companies on average, by consumers to communicate with companies 39% 46% 54% 32% 58% 41% 42% of all customers recognize the good that can come from AI open to AI improving the customer experience 49% of business buyers recognize the good that can come from AI 40% Mobile apps 40% 31% Online communities 11% 80% 75% 69% 35% Prefer to use 50% 72% say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 39% of consumers recognize the good that can come from AI 62% 59% 56% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 45% 47% A Data-Value Exchange Rises as Customer Trust Falls I believe my personal info is vulnerable to a security breach 47% 62% 31% 53% 52% 66% 85% 42% Text/SMS 50% believe AI presents good opportunities for society I’m confused about how companies use my data Online portals 61% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies Voice-activated personal assistants (e.g., Siri, Alexa) I expect companies to provide new products/services more frequently than before Total use Top Actions That Increase Customer Trust Giving me control over what information is collected about me Having a strong privacy policy Being transparent about how my information is used Giving me control over what information is collected about me Having a strong privacy policy Being transparent about how my information is used Salesforce Research
36.CountryProfile:Singapore 36 State of the Connected Customer 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customers Set New Benchmarks for Innovation Customer Standards Hit All-Time Highs Most companies fall short of my expectations for a great experience 50% 45% 53% I will pay more for a great experience 69% 84% 61% I’ve stopped buying from a company because a competitor provided a better experience 55% 47% 58% 70% of all customers say their standard for good customer experiences is higher than ever 88% of all customers say the experience a company provides is as important as its products/services 89% of business buyers want the same experience as when they’re buying for themselves Customers Dictate the Experiences They Want 84% of all customers 12 channels are used, 11 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Companies need cutting-edge digital experiences to keep my business on average, by business buyers to communicate with companies on average, by consumers to communicate with companies 69% 71% 85% 61% 84% 64% 57% of all customers recognize the good that can come from AI open to AI improving the customer experience 61% of business buyers recognize the good that can come from AI 61% 61% Mobile apps 43% Online communities 24% Prefer to use 91% say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 55% of consumers recognize the good that can come from AI 81% 75% 81% 71% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 68% 67% A Data-Value Exchange Rises as Customer Trust Falls I believe my personal info is vulnerable to a security breach 42% 53% 27% 49% 47% 56% Top Actions That Increase Customer Trust Having a strong privacy policy Asking for my explicit consent to use my information Giving me control over what information is collected about me Having a strong privacy policy Being transparent about how my information is used Showing a commitment to protecting my information 89% 80% 58% Total use 72% 92% 53% Text/SMS 71% believe AI presents good opportunities for society I’m confused about how companies use my data Online portals 75% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies Voice-activated personal assistants (e.g., Siri, Alexa) I expect companies to provide new products/services more frequently than before Salesforce Research
37.CountryProfile:United Kingdom 37 State of the Connected Customer 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Most companies fall short of my expectations for a great experience 51% 43% 54% I will pay more for a great experience 71% 83% 65% I’ve stopped buying from a company because a competitor provided a better experience 58% 41% 67% 74% of all customers Companies need cutting-edge digital experiences to keep my business say their standard for good customer experiences is higher than ever 80% of all customers say the experience a company provides is as important as its products/services 84% of business buyers want the same experience as when they’re buying for themselves Customers Dictate the Experiences They Want 86% of all customers 12 channels are used, 10 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Customers Set New Benchmarks for Innovation on average, by business buyers to communicate with companies on average, by consumers to communicate with companies 64% 76% 57% recognize the good that can come from AI 44% Text/SMS 43% Mobile apps 44% say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 60% of business buyers recognize the good that can come from AI Prefer to use 54% 55% 73% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 41% of consumers recognize the good that can come from AI 67% 67% 58% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 47% 50% A Data-Value Exchange Rises as Customer Trust Falls I believe my personal info is vulnerable to a security breach 39% 54% 19% 49% 42% 60% 81% 80% 78% 30% 26% 63% believe AI presents good opportunities for society I’m confused about how companies use my data Online portals Voice-activated personal assistants (e.g., Siri, Alexa) 61% 81% 51% 47% of all customers Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies Online communities I expect companies to provide new products/services more frequently than before 60% 50% Total use Top Actions That Increase Customer Trust Showing a commitment to protecting my information Giving me control over what information is collected about me Giving me control over what information is collected about me Tie Having a strong privacy policy Tie Having a strong privacy policy Being transparent about how my information is used Salesforce Research
38.RegionalProfile:North America 38 State of the Connected Customer 900 Consumers & 450 Business Buyers in Canada and the U.S. All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Most companies fall short of my expectations for a great experience 61% 51% 65% I will pay more for a great experience 70% 75% 68% I’ve stopped buying from a company because a competitor provided a better experience 72% 65% 75% 67% of all customers Companies need cutting-edge digital experiences to keep my business say their standard for good customer experiences is higher than ever 78% of all customers say the experience a company provides is as important as its products/services 81% of business buyers want the same experience as when they’re buying for themselves Customers Dictate the Experiences They Want 85% of all customers 10 channels are used, 9 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Customers Set New Benchmarks for Innovation on average, by business buyers to communicate with companies on average, by consumers to communicate with companies I expect companies to provide new products/services more frequently than before 44% 52% 53% 40% 60% 48% 42% of all customers recognize the good that can come from AI say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 48% of business buyers recognize the good that can come from AI say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 40% of consumers recognize the good that can come from AI Mobile apps 41% 80% Text/SMS 44% 79% Online communities 19% Voice-activated personal assistants (e.g., Siri, Alexa) 18% Prefer to use 48% 64% 56% 56% 57% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 45% 44% A Data-Value Exchange Rises as Customer Trust Falls Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies 43% 49% believe AI presents good opportunities for society I’m confused about how companies use my data Online portals 59% believe AI presents good opportunities for society I believe my personal info is vulnerable to a security breach 47% 75% 40% 50% 66% 79% 81% 55% 47% Total use Top Actions That Increase Customer Trust Giving me control over what information is collected about me Having a strong privacy policy Being transparent about how my information is used Giving me control over what information is collected about me Having a strong privacy policy Showing a commitment to protecting my information Salesforce Research
39.RegionalProfile:Latin America 39 State of the Connected Customer 600 Consumers & 300 Business Buyers in Mexico and Brazil All Customers Business Buyers Consumers Customers Set New Benchmarks for Innovation Customer Standards Hit All-Time Highs Most companies fall short of my expectations for a great experience 39% 35% 41% I will pay more for a great experience 77% 82% 74% I’ve stopped buying from a company because a competitor provided a better experience 45% 41% 47% 75% of all customers say their standard for good customer experiences is higher than ever 92% of all customers say the experience a company provides is as important as its products/services 90% of business buyers want the same experience as when they’re buying for themselves Customers Dictate the Experiences They Want 93% of all customers 12 channels are used, 11 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Companies need cutting-edge digital experiences to keep my business on average, by business buyers to communicate with companies on average, by consumers to communicate with companies I expect companies to provide new products/services more frequently than before 83% 85% 86% 82% 86% 84% 69% of all customers recognize the good that can come from AI say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 67% of business buyers recognize the good that can come from AI say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 70% of consumers recognize the good that can come from AI 92% 81% 40% Online communities Text/SMS 32% Voice-activated personal assistants (e.g., Siri, Alexa) 32% Prefer to use 76% 71% Total use 85% 79% 79% 81% open to AI improving the customer experience 74% 74% A Data-Value Exchange Rises as Customer Trust Falls I believe my personal info is vulnerable to a security breach 34% 40% 33% 34% 35% 43% 94% 51% Online portals 76% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies 64% 75% believe AI presents good opportunities for society I’m confused about how companies use my data Mobile apps 82% believe AI presents good opportunities for society Top Actions That Increase Customer Trust Showing a commitment to protecting my information Being transparent about how my information is used Giving me control over what information is collected about me Showing a commitment to protecting my information Giving me control over what information is collected about me Being transparent about how my information is used Salesforce Research
40.RegionalProfile:JAPAC 40 State of the Connected Customer 1,500 Consumers & 750 Business Buyers in Japan, Australia/New Zealand, Hong Kong, India, and Singapore All Customers Business Buyers Consumers Customers Set New Benchmarks for Innovation Customer Standards Hit All-Time Highs Most companies fall short of my expectations for a great experience 48% 44% 50% I will pay more for a great experience 66% 73% 62% I’ve stopped buying from a company because a competitor provided a better experience 52% 45% 56% 69% of all customers say their standard for good customer experiences is higher than ever 82% of all customers say the experience a company provides is as important as its products/services 79% of business buyers want the same experience as when they’re buying for themselves Customers Dictate the Experiences They Want 79% of all customers 11 channels are used, 10 channels are used, say it’s very important for companies to treat them as a person, not a number, to win their business Companies need cutting-edge digital experiences to keep my business on average, by business buyers to communicate with companies on average, by consumers to communicate with companies 62% 66% 71% 57% 74% 62% 54% of all customers recognize the good that can come from AI open to AI improving the customer experience 57% of business buyers recognize the good that can come from AI 49% say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 52% of consumers recognize the good that can come from AI 39% Online communities 27% Prefer to use 75% 71% 69% 65% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 65% 60% A Data-Value Exchange Rises as Customer Trust Falls 84% I believe my personal info is vulnerable to a security breach 48% 56% 33% 55% 46% 60% Top Actions That Increase Customer Trust Having a strong privacy policy Giving me control over what information is collected about me Asking for my explicit consent to use my information Having a strong privacy policy Giving me control over what information is collected about me Vowing not to share my information without permission 83% 46% Text/SMS 63% 84% 55% Mobile apps 67% believe AI presents good opportunities for society I’m confused about how companies use my data Online portals 69% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies Voice-activated personal assistants (e.g., Siri, Alexa) I expect companies to provide new products/services more frequently than before 75% 59% Total use Salesforce Research
41.RegionalProfile:EMEA 41 State of the Connected Customer 1,500 Consumers & 723 Business Buyers in France, Germany, the Netherlands, the Nordics, the United Kingdom All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs 61% of all customers Most companies fall short of my expectations for a great experience 52% Companies need cutting-edge digital experiences to keep my business 74% of all customers I will pay more for a great experience 62% 72% 58% say the experience a company provides is as important as its products/services I’ve stopped buying from a company because a competitor provided a better experience 82% of business buyers 58% want the same experience as when they’re buying for themselves 49% 62% Customers Dictate the Experiences They Want 84% of all customers 11 channels are used, 10 channels are used, on average, by business buyers to communicate with companies on average, by consumers to communicate with companies 58% 68% 53% recognize the good that can come from AI 36% say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 51% of business buyers recognize the good that can come from AI 78% 74% 33% Text/SMS 25% 17% Prefer to use 56% 54% 69% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 42% of consumers recognize the good that can come from AI 63% 61% 60% believe AI presents good opportunities for society say AI is already or actively transforming their expectations of companies open to AI improving the customer experience 52% 50% A Data-Value Exchange Rises as Customer Trust Falls I believe my personal info is vulnerable to a security breach 45% 60% 32% 51% 50% 65% 81% 38% Mobile apps 63% believe AI presents good opportunities for society I’m confused about how companies use my data Online portals Voice-activated personal assistants (e.g., Siri, Alexa) 54% 67% 48% 45% of all customers Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies Online communities I expect companies to provide new products/services more frequently than before say their standard for good customer experiences is higher than ever 46% 54% say it’s very important for companies to treat them as a person, not a number, to win their business Customers Set New Benchmarks for Innovation 65% 47% Total use Top Actions That Increase Customer Trust Giving me control over what information is collected about me Showing a commitment to protecting my information Having a strong privacy policy Giving me control over what information is collected about me Having a strong privacy policy Asking for my explicit consent to use my information Salesforce Research
42.State of the Connected Customer 42 APPENDIX Salesforce Research
43.Appendix State of the Connected Customer 43 Customer Expectations Hit All-Time Highs Percentage of Customers Who Agree with the Following, by Customer Type Consumers Business Buyers 79% 81% 74% 79% 74% 81% 80% 76% of customers of customers say the experience a company provides is as important as its products/services expect companies to understand their needs and expectations 63% 74% 76% of customers say it’s easier than ever to take their business elsewhere 67% of customers are willing to pay more for a great experience Percentage of Customers Who Agree with the Following, by Generation Traditionalists/Baby Boomers Say the experience a company provides is as important as its products/services 76% 79% 83% Gen Xers Millennials/Gen Zers Expect companies to understand their needs and expectations 69% Say it’s easier than ever to take their business elsewhere 74% 74% 83% 75% 78% Are willing to pay more for a great experience 57% 66% 75% Salesforce Research
44.Appendix State of the Connected Customer 44 Customer Expectations Hit All-Time Highs Percentage of Business Buyers Who Agree With the Following, by Generation Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers I expect vendors to personalize engagement to my needs 56% 71% 80% I expect Amazon-like business buying experiences 54% 66% 77% I think vendors are providing more retail-like experiences than ever before 50% 66% 75% I have switched vendors for a more consumer-like experience 50% 67% 74% Salesforce Research
45.Appendix State of the Connected Customer 45 Companies Face a New Connected Mandate Percentage of Customers Who Say the Following, by Customer Type Consumers Business Buyers 41% 56% 68% 29% 67% 76% 37% of customers feel less connected to companies compared to two years ago 59% of customers say tailored engagement based on past interactions is very important to winning their business 70% of customers say service agents who are aware of sales interactions are very important to keeping their business Salesforce Research
46.Appendix State of the Connected Customer 46 Companies Face a New Connected Mandate Traditionalists/Baby Boomers Important Unimportant Net Difference Easy-to-access product information 53% 2% 51% User-generated content (e.g., product reviews, photos, testimonials, and other content from other customers) 27% 18% Personalized offers (i.e., a discount based on my purchase history) 24% Personalized communications (e.g., email newsletters, etc.) Gen Xers Important vs. Unimportant Important Unimportant Net Difference 26.5x more likely 51% 3% 48% 8% 1.5x more likely 36% 15% 23% 1% — 33% 22% 26% -4% 1.2x less likely Retargeted offers (i.e., ads on one channel based on my actions on another channel, like an online ad for a previously viewed product) 14% 32% -18% Personalized ads across all channels (e.g., online ads, mobile, social media, etc.) 13% 38% Knowledgeable salespeople 51% Quick and easy checkout Millennials/Gen Zers Important vs. Unimportant Important Unimportant Net Difference Important vs. Unimportant 18.1 more likely 50% 5% 45% 10.5x more likely 21% 2.4 more likely 44% 11% 33% 4.1 more likely 15% 18% 2.2 more likely 39% 12% 28% 3.4 more likely 28% 20% 8% 1.4 more likely 37% 15% 22% 2.5 more likely 2.3x less likely 25% 23% 3% 1.1 more likely 33% 17% 16% 2.0 more likely -24% 2.9x less likely 20% 29% -9% 1.4 less likely 31% 19% 11% 1.6 more likely 3% 48% 19.4x more likely 50% 3% 47% 19.5 more likely 51% 5% 46% 10.7 more likely 50% 2% 48% 24.5x more likely 51% 3% 48% 16.9 more likely 50% 5% 46% 10.4 more likely Product comparison tools 37% 8% 29% 4.7x more likely 43% 7% 36% 6.4 more likely 45% 7% 39% 7.0 more likely Seamless transitions between channels (e.g., online to in-store) 30% 13% 17% 2.3x more likely 36% 10% 27% 3.8 more likely 43% 9% 34% 5.0 more likely Mobile apps 22% 29% -7% 1.3x less likely 33% 17% 17% 2.0 more likely 41% 11% 30% 3.8 more likely Product recommendations (that match my buying habits) 20% 26% -6% 1.3x less likely 28% 20% 8% 1.4 more likely 38% 14% 25% 2.8 more likely Service agents that are empowered to resolve my issue (i.e., with information, tools, and decision-making authority) 51% 3% 48% 15.5 more likely 48% 4% 44% 11.1 more likely 50% 5% 45% 9.7 more likely Real-time messaging when I need service 38% 11% 28% 3.6 more likely 42% 9% 33% 4.6 more likely 44% 8% 36% 5.6 more likely Availability of my preferred service channels 34% 9% 25% 3.8 more likely 39% 7% 33% 5.7 more likely 43% 7% 36% 6.0 more likely Self-service tools (e.g., account portals, FAQ) 35% 9% 26% 3.9 more likely 39% 8% 31% 4.8 more likely 42% 7% 35% 5.8 more likely Customer service that comes to me (i.e., mobile service agents with the same information and capabilities as those in a call center) 29% 17% 11% 1.7 more likely 35% 14% 21% 2.6 more likely 40% 11% 29% 3.5 more likely Proactive service (e.g., based on IoT) 26% 18% 9% 1.5 more likely 32% 16% 17% 2.1 more likely 39% 12% 28% 3.4 more likely Online communities (e.g., customer forums) 18% 37% -18% 2.0 less likely 28% 26% 3% 1.1 more likely 38% 16% 22% 2.4 more likely Automated service assistants (e.g., chatbots) 12% 33% -21% 2.7 less likely 21% 26% -6% 1.3 more likely 31% 17% 14% 1.8 more likely BEFORE THEY BUY WHEN THEY BUY AFTER THEY BUY Net difference is based on the percentage of respondents viewing a quality as important and those viewing it as unimportant using the followingformula:(important - unimportant). Respondents were not required to rate a quality as important or unimportant. Data is based off respondents who elected to rate a quality as such. Salesforce Research
47.Appendix 47 State of the Connected Customer Companies Face a New Connected Mandate Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies, by Customer Type All Customers Consumers Prefer to use Total use Business Buyers Prefer to use Total use 98% 73% Prefer to use Total use 98% 73% 97% 73% Email 94% 64% In person Phone (e.g., landline phone) Online portals (e.g., self-service account information) 63% 93% 60% 58% 84% 44% 48% 82% 34% 96% 64% 92% 41% 83% 37% 67% 94% 87% 43% 81% 95% 86% Online forms 82% 48% Mobile app Online knowledge bases (e.g., self-service FAQ, searchable libraries of info, etc.) 82% 39% Online chat/live support (e.g., pop-up support window on a company’s website) Voice-activated personal assistants (e.g., Siri, Alexa) 68% 30% 23% 54% 45% 86% 79% 46% 86% 45% 63% 48% 84% 79% 46% 66% 26% 18% 80% 68% 30% 87% 54% 76% 37% 71% 34% Social media Online communities (i.e., forums to interact with other customers) 37% 72% 40% Messenger apps 38% 78% 40% Text/SMS 36% 81% 41% 80% 44% 81% 44% 79% 40% 32% 67% Salesforce Research
48.Appendix State of the Connected Customer 48 Technology Sets New Benchmarks for Innovation Percentage of Customers Who Agree with the Following, by Customer Type All Customers Consumers Business Buyers Companies need cutting-edge digital experiences to keep my business 54% 59% 68% Percentage of Customers Who Agree with the Following, by Generation Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers Companies need cutting-edge digital experiences to keep my business 39% 58% 72% I actively seek to buy from the most innovative companies (e.g., those that consistently introduce new products/services based on customer needs and new technology) 38% 52% 69% Salesforce Research
49.Appendix State of the Connected Customer 49 Technology Sets New Benchmarks for Innovation Percentage of Customers Who Believe the Following Technologies Will Transform Their Expectations of Companies, by Customer Type Already transformed Actively transforming All Customers Consumers Smartphones Cloud computing Cybersecurity 20% Internet of Things (IoT) 20% Voice-activated personal assistants 20% 3D printing 19% Drones 39% 29% 40% 38% 34% 17% 14% 37% Chatbots 15% 35% Virtual/augmented reality 15% Blockchain 14% 11% 34% 30% 30% 18% 26% 18% 30% 29% 38% 27% 23% 25% 34% Artificial intelligence (AI) Cryptocurrencies 18% 44% 33% 13% 38% 17% 34% 16% 33% 36% 27% 14% 34% 28% 13% 12% 31% 9% 26% 37% 19% 27% 24% 40% 13% 36% 18% 43% 33% 29% 27% 37% 15% 41% 36% 14% 41% 21% 20% 17% 22% 41% 24% 30% 17% 44% 25% 23% 36% 41% 33% 25% 29% 31% 13% 51% 40% 13% 37% 34% 13% 39% 32% 12% 49% 39% 14% 38% Social media Business Buyers 32% 12% 49% Mobile apps Will transform within five years 25% 40% 36% 35% 25% 30% 29% 37% 36% 26% 18% 37% 29% 28% 18% 37% 30% 27% 17% 33% 31% 16% 35% 28% 31% Salesforce Research
50.Appendix State of the Connected Customer 50 Technology Sets New Benchmarks for Innovation Percentage of Customers Who Love or Like the Following, by Generation Traditionalists/Baby Boomers Like Love Credit card fraud detection 42% Email spam filters 52% Predictive traffic alerts 48% Smart thermostats 40% Love 29% 16% Voice-activated personal assistants 29% 10% 32% 29% 35% 23% 7% 45% 47% 20% 15% 40% 44% 32% 20% 17% 15% 46% 33% 27% 42% 26% 43% 26% 39% 36% 38% 14% 27% 34% 47% 17% 34% 13% 45% 19% 18% 47% 39% 25% 49% 36% Love 34% 49% 6% 6% Like 40% 10% Mobile check deposit Self-driving cars Like 36% 15% Predictive text Predictive image categorization Millennials/Gen Zers 46% 48% Automatic reminders Personalized recommendations Gen Xers 29% 28% 46% 40% 33% 25% 23% 25% Base excludes respondents who said "Don't know" for each technology. Salesforce Research
51.Appendix State of the Connected Customer 51 Technology Sets New Benchmarks for Innovation Percentage of Customers Who Say the Following Technologies Are Revolutionary or Insignificant, by Customer Type Consumers Revolutionary Insignificant Net Difference Artificial intelligence (AI) 32% 3% 29% Internet of Things (IoT) 28% 4% Blockchain 19% Cryptocurrencies Business Buyers Revolutionary vs. Insignificant Revolutionary Insignificant Net Difference Revolutionary vs. Insignificant 9.7x more likely 34% 4% 31% 9.1x more likely 24% 7.3x more likely 31% 4% 27% 7.4x more likely 5% 14% 4.1x more likely 24% 5% 19% 4.8x more likely 18% 8% 11% 2.4x more likely 20% 8% 12% 2.6x more likely Virtual/augmented reality 22% 9% 13% 2.4x more likely 26% 7% 19% 3.7x more likely Chatbots 14% 14% 0% — 20% 11% 9% 1.8x more likely Cybersecurity 23% 2% 21% 10.2x more likely 28% 3% 25% 10.1x more likely Mobile apps 29% 4% 25% 6.9x more likely 31% 4% 27% 8.4x more likely Smartphones 44% 2% 41% 18.3x more likely 40% 3% 38% 14.9x more likely Social media 20% 8% 12% 2.6x more likely 24% 6% 18% 3.9x more likely Voice-activated personal assistants 21% 9% 12% 2.4x more likely 24% 7% 17% 3.3x more likely Cloud computing 29% 3% 26% 9.9x more likely 31% 3% 29% 11.8x more likely Drones 26% 6% 20% 4.2x more likely 26% 5% 21% 4.8x more likely 3D printing 38% 4% 34% 9.9x more likely 36% 4% 31% 8.1x more likely Net difference is based on the percentage of respondents viewing a technology as revolutionary and those viewing it as insignificant using the followingformula:(revolutionary - insignificant). Respondents were not required to rate a technology as revolutionary or insignificant. Data is based off respondents who elected to rate a technology as such. Salesforce Research
52.Appendix State of the Connected Customer 52 Customers Balance Personalization and Privacy Amid a Crisis of Trust Percentage of Customers Who Say the Following, by Customer Type Business Buyers Consumers 61% Percentage of Customers Who Say the Following, by Generation Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers Fear of my data being compromised has increased over the past two years 59% 63% 58% 66% 62% I’m uncomfortable with how companies use my personal/business information 71% of customers 60% say their fear of their data being compromised has increased over the past two years 46% I’m confused about how companies use my data 53% 47% 37% Salesforce Research Research Salesforce
53.Appendix 53 State of the Connected Customer Customers Balance Personalization and Privacy Amid a Crisis of Trust Percentage of Customers Who Are Willing to Share Relevant Information About Themselves for the Following, by Customer Type ACROSS THE JOURNEY BEFORE THEY BUY WHEN & AFTER THEY BUY Connections between digital and in-person experiences Personalized offers or discounts Simpler purchasing process 79% 86% 88% Consistent interactions across every channel 86% 91% Personalized online shopping experiences 76% 92% More consultative help from salespeople 78% 88% Contextualized interactions 78% 86% Personalized in-store shopping experiences 76% 88% Proactive customer service 77% 86% Connected devices and services 83% 86% 90% Personalized product recommendations 71% 77% 83% 85% Consumers Business Buyers Salesforce Research
54.Appendix 54 State of the Connected Customer Customers Balance Personalization and Privacy Amid a Crisis of Trust Percentage of Customers Who Are Willing to Share Relevant Information About Themselves for the Following, by Generation ACROSS THE JOURNEY BEFORE THEY BUY WHEN & AFTER THEY BUY Connections between digital and in-person experiences Personalized offers or discounts Simpler purchasing process 72% 81% 82% 82% 87% 90% 93% Personalized online shopping experiences Consistent interactions across every channel 67% 87% 92% More consultative help from salespeople 69% 80% 72% 79% 88% Contextualized interactions 80% 89% Personalized in-store shopping experiences 69% 67% 78% 88% Proactive customer service 78% 78% 87% Connected devices and services 58% 83% 88% Personalized product recommendations 67% 74% 78% 87% 88% 91% Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers Salesforce Research
55.Appendix State of the Connected Customer 55 Customers Balance Personalization and Privacy Amid a Crisis of Trust Percentage of Customers Who Say They’re More Likely to Trust Companies with Their Personal Information If They Do the Following, by Customer Type Give me control over what information is collected about me 91% 94% Consumers Business Buyers Are transparent about how my information is used 89% 93% Have a strong privacy policy 89% 93% Show their commitment to protecting my information 89% 93% Vow not to share my information without permission 86% 91% Ask for my explicit consent to use my information 87% 91% Explain how using my information gives me a better customer experience 84% 90% Use my information to fully personalize my customer experience 75% 84% Salesforce Research
56.State of the Connected Customer 56 DEMOGRAPHICS Salesforce Research
57.Demographics State of the Connected Customer 57 Customer Breaks Level of Education Region Business Buyers.....................................................33% Consumers.............................................................67% Less than a high school diploma......................... 2% High school degree or equivalent (e.g., GED).....11% Some college, no degree....................................... 8% Associate degree (e.g., AA, AS).................................. 7% Bachelor’s degree (e.g., BA, BS)..............................36% Master’s degree (e.g., MA, MS, MEd)........................23% Professional degree (e.g., MD, DDS, DVM)............... 9% Doctorate (e.g., PhD, EdD).......................................... 4% NAM.........................................................................20% LAM..........................................................................13% JAPAC ......................................................................33% EMEA.......................................................................33% Company Size Small (1–100 employees)..................................34% Medium (101–3,500 employees)....................46% Enterprise (3,501+ employees).........................20% Generation Traditionalists/Baby Boomers (born before 1965)..............................................24% Gen Xers (born 1965–1980).............................37% Millennials/Gen Zers (born 1981–1999).......39% Gender Male.........................................................................59% Female.....................................................................41% Country United States..........................................................13% Australia/New Zealand.......................................... 7% Brazil........................................................................... 7% Canada...................................................................... 7% France........................................................................ 7% Germany................................................................... 7% Hong Kong................................................................ 7% India........................................................................... 7% Japan......................................................................... 7% Mexico....................................................................... 7% Netherlands.............................................................. 7% Singapore.................................................................. 7% United Kingdom...................................................... 7% Nordics (Norway, Finland, Sweden, Iceland, Denmark)........... 6% Salesforce Research
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