Discover insights from 15,000+ global consumers and business buyers

Salesforce recently published State of the Connected Customer’ which provides insights from 15,000+ global consumers and business buyers on a new era of customer engagement.

This past year has seen customer engagement completely transform with unprecedented scale and speed against the backdrop of simultaneous public health, economic, social, environmental and leadership crises.

Many of our customers have found this report really valuable and insightful, and it has helped our conversations with them about understanding their challenges and building their digital transformation in a landscape they couldn’t have imagined at the beginning of this year.

Let’s take a look at the key takeaways from the report:

Customer Connections In a Crisis
This year has completely revolutionised the relationship between Customers and brands. Brands have an opportunity to reinforce and rebuild trust with new and loyal customers alike during these times of crisis, in fact 90% of customers say how a company acts during a crisis demonstrates its trustworthiness.

Differentiation Through Understanding and Convenience
Fifty-four percent of customers say it generally feels like sales, service, and marketing don’t share information or provide a connected experience. There’s an opportunity for brands to show empathy and support customers’ unique needs, expectations, and challenges. This is seen by many as critical in providing a convenient, connected experience that eliminates unnecessary burdens in a stressful time.

The Moment of Truth For Digital Imperative
Digital-first behaviour is here to stay as customers develop new habits that will last for the long term. As digital engagement grows, customers expect companies to digitise their operations for multi-channel, high touch interactions. This relies in no small part on the use of personal information, and customers are calling for enhanced transparency and stewardship.

Brands Which Demonstrate Customer Values
Eighty-six percent of Customers say the societal role of companies is changing. Customers want brands to commit to CSR practices and drive social impact by doing their part in righting social, economic and ecological wrongs in our society.

Our main takeaways from this report are that empathy, personalisation, convenience, and digital transformation are key to improving customer relationships. Read the full report and digest on the Salesforce blog.

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