SECOND EDITION State of the Connected Customer Insights from 6,700+ consumers and business buyers on the intersection of experience, technology, and trust 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 to discover:
• How customers’ expectations of companies are changing • Which emerging technologies are influencing the future of customer experience 2,223 • Why customer trust is increasingly important, and how companies can foster it 1,350 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 900 2,250 Kingdom, and the United States.
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 About This Report State of the Connected Customer 3
In this report, we examine survey results from three primary groups: 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 Business Buyers Consumers employers
Customers All Customers Aggregated consumers and business buyers
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 Contents State of the Connected Customer 4
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
Salesforce Research Executive Summary State of the Connected Customer 5
Rising generations take for granted Customer Expectations Hit All-Time Highs that they can order almost anything 01 (See page 6) by just talking to a device. But their parents remember when mail-order With more choice, more access to information, and less incentive to be loyal, today’s customers are firmly catalogs were the norm. Suffice to in control of their relationships with companies. Consumers and business buyers alike seek differentiated say, technology is raising customer experiences based on trust and understanding, and will shop around to find them. Eighty percent of standards at a breakneck pace. customers say the experience a company provides is as important as its products and services.
For businesses, there’s more focus Companies Face a New Connected Mandate than ever on going beyond the 02 (See page 10) expected product or service, to From product recommendations to proactive service, customers expect engagement that’s uniquely deliver a customer experience personalized. What’s more, customers are looking for interactions that are connected and that truly differentiates. contextualized at every turn. Seventy percent of customers say connected processes are very important to winning their business. But while expectations for personalized, connected experiences Technology Sets New Benchmarks for Innovation are soaring, trust in companies to 03 (See page 15) responsibly handle the data they As technology evolves at a head-spinning pace, customers have been conditioned to expect newer require is bottoming out. 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 This report examines the role in their daily lives. evolution of these expectations, Fifty-six percent of customers actively seek to buy from the most the technology that’s driving them, innovative companies. and the balance of trust between customers and companies. Customers Balance Personalization and Privacy Amid a Crisis of Trust 04 (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 01 Customer Expectations Hit All-Time Highs State of the Connected Customer 6
Tethered to their smartphones and one day are outdated the next. In this context, accustomed to nonstop innovation, today’s the experience a company offers is increasingly a STAGGERING 95% of consumers and business buyers are more its differentiator. But the scope of customer customerS say trusting informed and less loyal than their experience is changing, too. To win hearts and a company increases predecessors. In this era of exponentially wallets, companies must not only deliver their loyalty. disruptive technological change, often referred amazing marketing, sales, ecommerce, and to as the Fourth Industrial Revolution, service interactions, but also prove that they products and services that are cutting-edge have the customers’ best interests in mind.
Customers Push Companies to Do Better
Consumers Business Buyers
79% 94% 64% 81% 96% 73%
80% % % of customers of95 customers of67 customers say the experience say they are more say their standard for a company provides is as likely to be loyal to a good experiences are important as its products company they trust higher than ever and services
Salesforce Research 01 Customer Expectations Hit All-Time Highs State of the Connected Customer 7
Customers expect a lot from companies, but Companies Are Missing the Mark on Experience don’t have faith in them to deliver — much less in a principled fashion. About half of customers say most companies fall short of Consumers Business Buyers their expectations for great experiences. This would be troubling enough, but there are 59% signs of an even deeper discontent; nearly 53% six in 10 consumers don’t believe companies 45% 44% 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 of51 customers of54 customers them accordingly. say most companies fall don’t believe companies short of their expectations have their best for great experiences interests in mind 76% of customers expect companies to understand their needs and expectations.
Salesforce Research 01 Customer Expectations Hit All-Time Highs State of the Connected Customer 8
The ripple effect of a single bad experience But this new dynamic is not all doom and gloom. Two-thirds of customers will even pay a goes beyond one lost sale. Fifty-seven percent Seventy-two percent of customers share good premium to companies that offer superior of customers have stopped buying from a experiences with others — a full 10% more than experiences, thereby introducing not just company because a competitor provided those that share the negative. competitive differentiation, but increased or a better experience. What’s more, 62% of even new revenue streams. customers say they share bad experiences with 76% of customers say it’s others. With the proliferation of peer review sites and social media, this practice can inflict easier than ever to take widespread reputational damage. their business elsewhere.
Experience Impacts the Bottom Line, for Better or Worse
Consumers Business Buyers
61% 61% 70% 63%
63% 50% 77% 74%
% % % % of62 customers of57 customers of72 customers of67 customers say they share bad have stopped buying from say they share good say they’ll pay more for experiences with others a company because a experiences with others a great experience competitor provided a better experience
Salesforce Research SPOTLIGHT State of the Connected Customer 9 B2B Expectations Mirror B2C Standards
Naturally, business buyers also have personal Business Buyer Expectations Get Consumerized lives as consumers — and their expectations as consumers have seeped into their Percentage of Business Buyers Who Agree with the Following professional world.
I expect vendors to personalize engagement to my needs 82% of business buyers 72% want the same experience I expect Amazon-like buying experiences as when they’re buying 69% for themselves. I think vendors are providing more retail-like experiences than ever before 67%
At a time when personalized recommendations, I have switched vendors for a more proactive engagement, and deeply relevant consumer-like experience 67% content are table stakes, more than seven in See appendix page 44 for generational breaks. 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.
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 02 Companies Face a New Connected Mandate State of the Connected Customer 10
Today’s customers want to be understood Connected Customers Demand Connected Journeys and respected as individuals. Eighty-four percent of customers say being treated like a person, not a number, is very important Percentage of Customers Who Say the Following Are Very Important to Winning Their Business to winning their business. All Customers Consumers Business Buyers For teams accustomed to owning only one stage of the customer journey, it’s a tricky proposition. Customers judge companies Connected processes based on their experience as a whole — not 67% just interactions with individual departments 84% 70% — and they expect consistency. 83% 75%
Understanding how they 70% of customers use products/services say connected % 67% processes — such as of84 customers 70% seamless handoffs say being treated like a person, not a number, is very 76% or contextualized important to winning engagement based on their business earlier interactions — Instant, on-demand engagement are very important to 63% winning their business. 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 02 Companies Face a New Connected Mandate State of the Connected Customer 11
What experiences are customers looking for Before They Buy, Marketing Personalization Matters before they even make a purchase? Many say that user-generated content — such as Likelihood of Customers Rating Each Quality as Important vs. Unimportant product reviews and photos from other customers — is important. Consumers Important Important Business Buyers Unimportant Unimportant Personalization is another common thread that customers say is important. Even if a User-generated content (e.g., product reviews, photos, testimonials, and other customer hasn’t interacted with a company, content from other customers) they still want to feel known. Customers are 2.4x 2.9x more likely more likely 2.1x more likely to view personalized offers as important, versus unimportant. Personalized offers 1.9x (i.e., a discount based on my purchase history) 2.7x 59% of customers say more likely more likely tailored engagement based on past Personalized communications 1.3x (e.g., email newsletters, etc.) 2.2x interactions is very more likely more likely important to winning their business. Retargeted offers (i.e., ads on one channel based on my actions on another 1.1x channel, like an online ad for a previously viewed product) 1.8x less likely more likely One area where business buyers differ from consumers is advertising. Business buyers place more importance on retargeted offers 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. and personalized cross-channel ads than Not a complete list. See appendix page 46 for a full list broken by generational segmentations. do consumers.
Salesforce Research 02 Companies Face a New Connected Mandate State of the Connected Customer 12
When it comes time to buy, today’s customers When They Buy, Customers Seek Ease, Seamlessness, and Consultants expect more than knowledgeable salespeople and a quick and easy checkout. Increasingly Likelihood of Customers Rating Each Quality as Important vs. Unimportant drawn to ecommerce sites, they value product comparison tools as well as mobile Consumers Important Important Business Buyers apps. On top of it all, they want to move Unimportant Unimportant seamlessly between various digital and offline channels, often browsing on one in the morning only to close the deal on another in Product comparison tools the evening. 5.7x 7.1x more likely more likely
Customers are 3.7x more Seamless transitions between channels likely to view seamless 3.4x (e.g., online to in-store) 4.4x transitions between more likely more likely channels as important, versus unimportant. 1.7x Mobile apps 2.5x more likely more likely
With their professional reputations — and often large sums of money — at stake, Product recommendations business buyers have set the bar even higher. 1.3x (that match my buying habits) 2.3x Seventy-eight percent of business buyers more likely more likely seek salespeople that act as trusted advisors with knowledge of their needs Respondents were not required to rate a quality as important or unimportant. and industry. Business buyers are more 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. likely than consumers to value product recommendations and mobile apps — a testament to the blurring lines between B2C and B2B behavior.
Salesforce Research 02 Companies Face a New Connected Mandate State of the Connected Customer 13
Customer service isn’t just a reactionary cost After They Buy, Customers Seek Service Beyond the Call Center center — it’s a core element of differentiated customer experience. To meet current Likelihood of Customers Rating Each Quality as Important vs. Unimportant standards, service must be quick, readily available anywhere, and even proactive. Consumers Important Important Business Buyers Unimportant Unimportant Increasingly unfamiliar with the concept of “waiting,” customers are keen on self-service tools that empower them to find quick Real-time messaging when I need service answers on their own, when they do need 4.5x 5.0x more likely more likely more personalized help, they’re not apt to wait on hold. Customers are 4.7x more likely to view real-time messaging as Self-service tools important versus unimportant. 4.8x (e.g., account portals, FAQ) 5.2x more likely more likely Despite this trend, there will always be instances when nothing but a human touch Customer service that comes to me will do. Consumers, in particular, expect (i.e., mobile service agents with the same information empowered service reps armed with decision- 2.4x and capabilities as those in a call center) 3.2x more likely more likely making authority and a full understanding of their unique journeys. Even customer service that comes to them — such as via field agents Proactive service — is increasingly important, particularly to 2.0x (e.g., based on IoT) 3.2x business buyers. more likely more likely
Online communities 70% of customers say (e.g., customer forums) 1.7x service agents’ awareness — more likely of sales interactions is Respondents were not required to rate a quality as important or unimportant. very important to Data is based off respondents who elected to rate a quality as such. keeping their business. Not a complete list. See appendix page 46 for a full list broken by generational segmentations.
Salesforce Research SPOTLIGHT State of the Connected Customer 14 Customers Flock to a Growing Roster of Channels
As options for communicating multiply, many Use of Digital Channels Spans Generations companies struggle to prioritize the channels they invest in. If younger generations point the way to preference trends, however, social, Percentage of Customers Who Use and Prefer the Following Channels online communities, and voice assistants When Communicating with Companies are critical. Sixty-seven percent of millennials Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers and Gen Zers use voice-activated personal assistants like Siri and Alexa to connect with Prefer to use Total use Prefer to use Total use Prefer to use Total use companies — 1.7x more than traditionalists Online portals and baby boomers who do the same. Mobile app (e.g., self-service account information) 31% 72% 35% 77% In all, the average customer uses 10 45% 82% 42% 83% channels to communicate with companies, and lists six of those channels as preferred. 61% 90% 51% 88% Unsurprisingly, millennials and Gen Zers are the most omni-channel generation, using Online chat/live support an average of 11 channels, versus nine for (e.g., pop-up support window on a company’s website) Text/SMS traditionalists and baby boomers. 24% 70% 35% 78%
39% 80% 38% 77% Yet, members of older generations are 53% 89% 44% 81% hardly Luddites. Seventy-two percent of traditionalists and baby boomers use mobile Online knowledge bases apps, for example, and 78% use text/SMS (e.g., self-service FAQ, searchable libraries of info, etc.) Social media to communicate with companies. 28% 76% 14% 51% And as the consumer goes digital, so does 37% 81% 29% 69% the business buyer. Sixty-seven percent of 47% 86% 52% 86% business buyers prefer to buy through digital channels. Online communities Voice-activated personal assistants (i.e., forums to interact with other customers) (e.g., Siri, Alexa)
15% 51% 10% 39%
27% 67% 18% 50%
43% 80% 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 03 Technology Sets New Benchmarks for Innovation State of the Connected Customer 15
In recent years, the word “innovation” has Innovation Comes Standard for the Connected Customer been everywhere — but actually delivering it is a different story. A new crop of Percentage of Customers Who Agree with the Following capabilities, such as AI, continues to raise the bar on what’s seen as innovative. And for a majority of customers, innovation All Customers Consumers Business Buyers impacts purchasing habits.
59% I expect companies to provide new products/ 63% 56% percent of customers services more frequently than ever before 71% (including 66% of business buyers) actively 64% seek to buy from the most innovative companies. It takes more for a company to impress me 66% with new products/services than ever before 72%
There was a time when the mere presence I actively seek to buy from the most 50% on a social channel or existence of a mobile innovative companies (i.e., those that app would satisfy demands — but no more. consistently introduce new products/services 56% Fifty-nine percent of customers say companies based on customer needs and new technology) 66% need cutting-edge digital experiences to keep their business.
71% of customers say they buy products and services they didn’t know would exist five years ago.
Salesforce Research 03 Technology Sets New Benchmarks for Innovation State of the Connected Customer 16
Which technologies are driving higher Modern Technology Advances Are Seen as Revolutionary, Not Hype expectations for innovation? Smartphones, social media, and other entrenched Likelihood of Customers Rating Each Technology as Revolutionary vs. Insignificant technologies that created our “always-on” culture are only the tip of the iceberg. Revolutionary Revolutionary Consumers Insignificant Insignificant Business Buyers
In the eyes of customers, new capabilities Artificial intelligence (AI) fueled by AI, the Internet of Things (IoT), and 9.7x 9.1x other emerging technologies are far more likely more likely more likely to be seen as revolutionary versus insignificant. 7.3x Internet of Things (IoT) 7.4x more likely more likely Customers are 9.5x 4.1x Blockchain 4.8x more likely to view more likely more likely AI as revolutionary Cryptocurrencies 2.4x 2.6x versus insignificant. more likely more likely 2.4x Virtual/augmented reality 3.7x While consumers and business buyers more likely more likely generally see eye to eye on the impact of various technologies, there are some 10.2x Cybersecurity 10.1x notable differences. Consumers, for example, more likely more likely put greater stock in the revolutionary impact of smartphones, while business buyers are more 18.3x Smartphones 14.9x wowed by voice-activated personal assistants more likely more likely and cloud computing. 2.4x Voice-activated personal assistants 3.3x more likely more likely 9.9x Cloud computing 11.8x more likely 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. Salesforce Research Not a complete list. See appendix page 51 for a full list broken by consumer and business buyer segmentations. 03 Technology Sets New Benchmarks for Innovation State of the Connected Customer 17
Most customers believe that these technologies The Fourth Industrial Revolution Is in Full Swing — and the differentiated experiences they produce — will transform their interactions with Percentage of Customers Who Believe the Following Technologies companies in the very near term. Will Transform Their Expectations of Companies
In fact, a majority of customers say their Already transformed Actively transforming Will transform within five years expectations are already impacted by Sum up-and-coming technologies like the IoT (60%), voice-activated personal assistants Cybersecurity 20% 44% 23% 87% (59%), and AI (51%). A nod to the role of trust in today’s customer dynamic, 64% Artificial intelligence (AI) say cybersecurity is transforming their 14% 37% 36% 87% expectations. Even blockchain, which puts up the lowest numbers, is expected to pack Internet of Things (IoT) 20% 40% 26% 86% a punch; 41% of customers say it has or is actively transforming their expectations. Cloud computing 29% 39% 18% 86% On average, 56% of consumers say a given technology is transforming their expectations. Voice-activated personal assistants 20% 38% 25% 84% That figure rises to 63% for business buyers, who are more likely to experience an impact Virtual/augmented reality 15% 34% 28% % from virtual/augmented reality (54%), 78 cryptocurrencies (50%), and blockchain (51%), in particular. Chatbots 15% 35% 27% 77%
Blockchain 11% 30% 31% 72%
Cryptocurrencies 14% 30% 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 SPOTLIGHT State of the Connected Customer 18 Customers Have a Bright Outlook on AI
AI is often portrayed as something out AI-Driven Experiences Are Winning Customers Over of a science fiction novel, yet, customers have come to like — or even love — a variety Percentage of Customers Who Love or Like the Following of everyday technologies that would be impossible without AI. Credit card fraud Love Like detection, email spam filters, and automatic reminders are among the most popular Sum AI use cases. More than half of customers have grown fond of voice-activated personal Credit card fraud detection 46% 40% 86% assistants like Siri or Alexa. Other uses, like self-driving cars, are viewed with Email spam filters 34% 46% % less enthusiasm. 81
Automatic reminders 27% 49% 76% 59% of customers are Predictive traffic alerts open to companies 21% 48% 70% using AI to improve Predictive text their experiences. 19% 43% 62%
Smart thermostats 20% 40% 60% Sixty-seven percent of customers recognize the good that can come from AI, and 61% Mobile check deposit 23% 36% % believe the technology presents positive 58 opportunities for society. Yet, customer trust Personalized recommendations is a delicate thing; 31% of customers are wary 16% 40% 56% of companies’ use of new technologies. Thus, educating customers about the technology Voice-activated personal assistants 20% 33% 53% will be critical as companies explore new ways to differentiate with AI. Predictive image categorization 15% 35% 50%
Self-driving cars 17% 29% 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 04 Customers Balance Personalization and State of the Connected Customer 19 Privacy Amid a Crisis of Trust
Providing the experiences customers expect In a World of Vulnerabilities, Customers Are Increasingly Distrustful takes a new breed of technologies, as well as a thorough understanding of unique needs and Percentage of Customers That Agree with the Following expectations — and that takes data. But, as recent incidents have laid bare, not all companies are earning their customers’ trust to do the right All Customers Consumers Business Buyers thing with these technologies and data.
63% 62% of customers say I believe my personal information 59% they’re more afraid is vulnerable to a security breach 50% of their data being compromised now than 62% they were two years ago. I’m uncomfortable with how companies 57% use my personal/business information 48% The issue, however, goes deeper than a fear of malicious hackers. Fundamentally, customers have lost trust in companies to do the right thing 50% when it comes to their data. Fifty-seven percent of customers (including 62% of consumers) are I’m confused about how companies 45% uncomfortable with how companies use their use my data 34% 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.
Salesforce Research 04 Customers Balance Personalization and State of the Connected Customer 20 Privacy Amid a Crisis of Trust
On the surface, it may seem that companies Customers Will Swap Data for a Better Experience face a paradox: How can they provide personalized experiences when customers Percentage of Customers Who Are Willing to Share Relevant Information About don’t trust them with the data necessary to Themselves for the Following provide them?
As it turns out, customers are actually Connections between digital and ACROSS THE JOURNEY fine with companies using their personal in-person experiences 82% information for the stated purpose of Consistent interactions across every channel meeting their elevated expectations. 80% Overwhelming majorities are willing to share relevant personal information (or in the case Contextualized interactions 79% of business buyers, professional information) Connected devices or services 75% in exchange for perks like personalized offers, personalized shopping experiences, and consistent omni-channel interactions. BEFORE THEY BUY Personalized offers or discounts 88%
Personalized online shopping experiences 80% 79% of customers are Personalized in-store shopping experiences willing to share relevant 80% information about Personalized product recommendations 79% themselves in exchange for contextualized WHEN & AFTER THEY BUY Simpler purchasing process 88% interactions in which they’re immediately Proactive customer service 85% known and understood. More consultative help from salespeople 81%
See appendix pages 53-54 for consumer, business buyer, and generational segmentations. 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. Salesforce Research SPOTLIGHT State of the Connected Customer 21 Fostering Trust in the Data-Value Exchange
The challenge for companies seeking to Transparency About Customers’ Data Use Earns Their Trust differentiate with data-driven experiences isn’t that customers don’t want their information Percentage of Customers Who Say They’re More Likely to Trust Companies with applied for such purposes, but that they Their Personal Information If They Do the Following don’t trust that their data will be used for such purposes alone. Forty-eight percent of Give me control over what information is customers (including 51% of consumers) collected about me 92% believe companies do a bad job at protecting their personal information. Are transparent about how my information is used 91% Companies must develop strong privacy policies and demonstrate a commitment Show their commitment to protecting to safeguarding data to show that they my information 91% have customers’ best interests at heart. What’s more, companies earn trust by being transparent about how customer information Have a strong privacy policy 90% is used, and explaining how it provides a better experience. Ask for my explicit consent to use my information 88% But while sound policies and transparency are critical, companies earn the most trust by Vow not to share my information putting customers in the driver’s seat of data without permission 88% use. Ninety-two percent of customers are more likely to trust companies that give Explain how using my information gives me them control over what information is a better customer experience 86% collected about them.
Use my information to fully personalize The ROI of sound data practices extends my customer experience beyond trust. One study of retailers found, 78% compared to competitors with flat or See appendix page 55 for consumer and business buyer segmentations. 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. Salesforce Research 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 01 EXPERIENCE is today. In a time when great products and services alone won’t cut it, companies have Today’s connected customers have more access to information — and more choice in who to go the extra mile. 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 We asked the consumers and business time to swipe their credit card. Sixty-four percent of customers say providing an buyers in our survey about a dozen corporate values and their impact on their excellent customer experience strengthens their loyalty. loyalty to a company. Here are the top three factors they told us are most important. 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 State of the Connected Customer 23
COUNTRY & REGIONAL PROFILES*
* Please keep in mind that cultural bias impacts survey results across regions. Salesforce Research Country Profile: United States State of the Connected Customer 24 600 Consumers & 300 Business Buyers
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 61% 65 41% 51% 52% say their standard for good customer 48% 57% 65% experiences is higher than ever 37% 48%
I will pay more for a great experience recognize the good that can come from AI 58% 71% 77% of all customers 42% of all customers believe AI presents good opportunities for society 76% say the experience a company provides is as say AI is already or actively transforming 46% 68% open to AI improving the customer experience important as its products/services their expectations of companies 44%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 63% % of business buyers 73% 82% of business buyers 46 believe AI presents good opportunities for society say AI is already or actively transforming 52% 66% want the same experience as when they’re open to AI improving the customer experience 77% buying for themselves their expectations of companies 52%
recognize the good that can come from AI 56% 39% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 43% open to AI improving the customer experience their expectations of companies 41% 85% of all customers 10 channels are used, 9 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 48% 79% 43% 72% Channels When Communicating with Companies 51% 82% Text/SMS 47% 82% 41% Top Actions That Increase Customer Trust Mobile apps 82%
Online portals 43% 81% Giving me control Asking for my over what information Having a strong explicit consent to Online communities 16% 52% is collected about me privacy policy use my information 18% 48% Voice-activated personal assistants (e.g., Siri, Alexa) Giving me control Asking for my over what information Having a strong explicit consent to Prefer to use Total use is collected about me privacy policy use my information
Salesforce Research Country Profile: Australia/New Zealand State of the Connected Customer 25 300 Consumers & 150 Business Buyers
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 57% 70 50% 58% 51% say their standard for good customer 61% 67% 61% experiences is higher than ever 54% 54%
I will pay more for a great experience recognize the good that can come from AI 57% 67% 80% of all customers 43% of all customers believe AI presents good opportunities for society 69% say the experience a company provides is as say AI is already or actively transforming 46% 66% open to AI improving the customer experience important as its products/services their expectations of companies 48%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 67% % of business buyers 62% 85% of business buyers 45 believe AI presents good opportunities for society say AI is already or actively transforming 53% 51% want the same experience as when they’re open to AI improving the customer experience 68% buying for themselves their expectations of companies 58%
recognize the good that can come from AI 52% 42% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 43% open to AI improving the customer experience their expectations of companies 44% 85% of all customers 10 channels are used, 9 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 48% 63% 30% 50% Channels When Communicating with Companies 57% 70% Online portals 43% 78% Top Actions That Increase Customer Trust Text/SMS 45% 78% 43% 73% Giving me control Asking for my Mobile apps over what information Having a strong explicit consent to Online communities 24% 59% is collected about me privacy policy use my information
Voice-activated personal assistants (e.g., Siri, Alexa) 18% 43% Giving me control Vowing not to Explaining how my Having a strong over what information is use my information Tie information provides a Prefer to use Total use privacy policy collected about me without permission better customer experience
Salesforce Research Country Profile: Brazil State of the Connected Customer 26 300 Consumers & 150 Business Buyers
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 43% 67 80% 84% 36% say their standard for good customer 85% 89% 47% experiences is higher than ever 78% 82%
I will pay more for a great experience recognize the good that can come from AI 84% 76% 89% of all customers 68% of all customers believe AI presents good opportunities for society 83% say the experience a company provides is as say AI is already or actively transforming 75% 72% open to AI improving the customer experience important as its products/services their expectations of companies 76%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 87% % of business buyers 54% 92% of business buyers 68 believe AI presents good opportunities for society say AI is already or actively transforming 78% 51% want the same experience as when they’re open to AI improving the customer experience 55% buying for themselves their expectations of companies 81%
recognize the good that can come from AI 82% 68% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 74% open to AI improving the customer experience their expectations of companies 74% 94% of all customers 12 channels are used, 11 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 38% 44% 42% 38% Channels When Communicating with Companies 36% 47% Mobile apps 76% 96% 59% Top Actions That Increase Customer Trust Online portals 92%
Online communities 48% 84% Showing a commitment Giving me control Being transparent to protecting my over what information about how my Text/SMS 39% 84% information is collected about me information is used 42% 72% Voice-activated personal assistants (e.g., Siri, Alexa) Being transparent Showing a commitment Giving me control about how my to protecting my over what information is Prefer to use Total use information is used information collected about me
Salesforce Research Country Profile: Canada State of the Connected Customer 27 300 Consumers & 150 Business Buyers
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 60% 69 52% 54% 49% say their standard for good customer 64% 65% 65% experiences is higher than ever 45% 49%
I will pay more for a great experience recognize the good that can come from AI 62% 69% 80% of all customers 44% of all customers believe AI presents good opportunities for society 74% say the experience a company provides is as say AI is already or actively transforming 54% 67% open to AI improving the customer experience important as its products/services their expectations of companies 55%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 67% % of business buyers 69% 78% of business buyers 52 believe AI presents good opportunities for society say AI is already or actively transforming 65% 63% want the same experience as when they’re open to AI improving the customer experience 72% buying for themselves their expectations of companies 65%
recognize the good that can come from AI 59% 40% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 49% open to AI improving the customer experience their expectations of companies 50% 84% of all customers 11 channels are used, 9 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 44% 66% 33% 55% Channels When Communicating with Companies 50% 72% Online portals 42% 80% 41% Top Actions That Increase Customer Trust Mobile apps 77%
Text/SMS 39% 74% Being transparent Giving me control Having a strong about how my over what information Online communities 26% 59% privacy policy information is used is collected about me 16% 44% Voice-activated personal assistants (e.g., Siri, Alexa) Giving me control Being transparent Showing a commitment over what information Having a strong about how my Tie to protecting my Prefer to use Total use is collected about me privacy policy information is used information
Salesforce Research Country Profile: France State of the Connected Customer 28 300 Consumers & 150 Business Buyers
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 47% 59 70% 75% 40% say their standard for good customer 81% 86% 50% experiences is higher than ever 64% 70%
I will pay more for a great experience recognize the good that can come from AI 74% 66% 82% of all customers 48% of all customers believe AI presents good opportunities for society 82% say the experience a company provides is as say AI is already or actively transforming 66% 58% open to AI improving the customer experience important as its products/services their expectations of companies 65%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 83% % of business buyers 49% 91% of business buyers 57 believe AI presents good opportunities for society say AI is already or actively transforming 73% 41% want the same experience as when they’re open to AI improving the customer experience 53% buying for themselves their expectations of companies 74%
recognize the good that can come from AI 69% 44% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 63% open to AI improving the customer experience their expectations of companies 61% 84% of all customers 11 channels are used, 9 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 51% 63% 33% 49% Channels When Communicating with Companies 60% 70% Online portals 30% 77% 32% 73% Top Actions That Increase Customer Trust Mobile apps 30% 70% Text/SMS Giving me control Asking for my explicit Showing a commitment over what information consent to use my Tie to protecting my 21% 62% Online communities is collected about me information information 17% 55% Voice-activated personal assistants (e.g., Siri, Alexa) Asking for my explicit Giving me control Being transparent consent to use my over what information about how my Prefer to use Total use information is collected about me information is used
Salesforce Research Country Profile: Germany State of the Connected Customer 29 300 Consumers & 150 Business Buyers
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 56% 64 54% 55% 45% say their standard for good customer 65% 60% 62% experiences is higher than ever 48% 52%
I will pay more for a great experience recognize the good that can come from AI 55% 62% 74% of all customers 47% of all customers believe AI presents good opportunities for society 71% say the experience a company provides is as say AI is already or actively transforming 54% 57% open to AI improving the customer experience important as its products/services their expectations of companies 49%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 61% % of business buyers 51% 75% of business buyers 50 believe AI presents good opportunities for society say AI is already or actively transforming 61% 45% want the same experience as when they’re open to AI improving the customer experience 55% buying for themselves their expectations of companies 55%
recognize the good that can come from AI 53% 45% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 51% open to AI improving the customer experience their expectations of companies 46% 87% of all customers 11 channels are used, 10 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 43% 58% 36% 52% Channels When Communicating with Companies 47% 62% 24% 82% Online portals 25% 76% Top Actions That Increase Customer Trust Mobile apps 74% Text/SMS 25% Giving me control Vowing not to share Showing a commitment over what information my information to protecting my 66% Online communities 15% is collected about me without permission information 16% 46% Voice-activated personal assistants (e.g., Siri, Alexa) Asking for my explicit Giving me control Vowing not to share consent to use my over what information my information Prefer to use Total use information is collected about me without permission
Salesforce Research Country Profile: Hong Kong State of the Connected Customer 30 300 Consumers & 150 Business Buyers
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 48% 71 61% 76% 44% say their standard for good customer 69% 79% 49% experiences is higher than ever 57% 74%
I will pay more for a great experience recognize the good that can come from AI 73% 61% 86% of all customers 53% of all customers believe AI presents good opportunities for society 61% say the experience a company provides is as say AI is already or actively transforming 61% 60% open to AI improving the customer experience important as its products/services their expectations of companies 63%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 75% % of business buyers 51% 78% of business buyers 59 believe AI presents good opportunities for society say AI is already or actively transforming 63% 45% want the same experience as when they’re open to AI improving the customer experience 54% buying for themselves their expectations of companies 67%
recognize the good that can come from AI 72% 51% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 61% open to AI improving the customer experience their expectations of companies 61% 73% of all customers 12 channels are used, 11 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 61% 70% 49% 63% Channels When Communicating with Companies 67% 74% Mobile apps 64% 94% 46% 91% Top Actions That Increase Customer Trust Online portals
Online communities 39% 88% Showing a commitment Vowing not to share to protecting my Tie my information Having a strong 38% Text/SMS 82% information without permission privacy policy 19% 62% Voice-activated personal assistants (e.g., Siri, Alexa) Vowing not to share Giving me control my information Tie Having a strong over what information Prefer to use Total use without permission privacy policy is collected about me
Salesforce Research Country Profile: India State of the Connected Customer 31 300 Consumers & 150 Business Buyers
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 32% 87 92% 91% 27% say their standard for good customer 93% 91% 34% experiences is higher than ever 91% 91%
I will pay more for a great experience recognize the good that can come from AI 84% 88% 92% of all customers 71% of all customers believe AI presents good opportunities for society 89% say the experience a company provides is as say AI is already or actively transforming 81% 88% open to AI improving the customer experience important as its products/services their expectations of companies 86%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 85% % of business buyers 36% 88% of business buyers 74 believe AI presents good opportunities for society say AI is already or actively transforming 82% 25% want the same experience as when they’re open to AI improving the customer experience 42% buying for themselves their expectations of companies 87%
recognize the good that can come from AI 84% 69% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 80% open to AI improving the customer experience their expectations of companies 86% 86% of all customers 13 channels are used, 12 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 31% 25% 19% 13% Channels When Communicating with Companies 36% 31% Mobile apps 78% 98% 72% 95% Top Actions That Increase Customer Trust Online portals
Text/SMS 65% 93% Showing a commitment Giving me control Having a strong to protecting my over what information Online communities 68% 93% privacy policy information is collected about me 62% 89% Voice-activated personal assistants (e.g., Siri, Alexa) Giving me control Being transparent Explaining how my Having a strong over what information about how my Tie information provides a Prefer to use Total use privacy policy is collected about me information is used better customer experience
Salesforce Research Country Profile: Japan State of the Connected Customer 32 300 Consumers & 150 Business Buyers
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 53% 48 37% 36% 52% say their standard for good customer 47% 47% 54% experiences is higher than ever 32% 30%
I will pay more for a great experience recognize the good that can come from AI 54% 43% 63% of all customers 46% of all customers believe AI presents good opportunities for society 59% say the experience a company provides is as say AI is already or actively transforming 76% 35% open to AI improving the customer experience important as its products/services their expectations of companies 46%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 65% % of business buyers 58% 55% of business buyers 48 believe AI presents good opportunities for society say AI is already or actively transforming 81% 55% want the same experience as when they’re open to AI improving the customer experience 59% buying for themselves their expectations of companies 52%
recognize the good that can come from AI 48% 45% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 74% open to AI improving the customer experience their expectations of companies 42% 67% of all customers 10 channels are used, 8 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 58% 68% 42% 60% Channels When Communicating with Companies 66% 72% 70% Text/SMS 32% Top Actions That Increase Customer Trust Mobile apps 29% 65%
Online portals 24% 65% Being transparent Asking for my explicit about how my consent to use my Having a strong 20% Online communities 55% information is used information privacy policy 12% 44% Voice-activated personal assistants (e.g., Siri, Alexa) Vowing not to share Being transparent Having a strong my information about how my Prefer to use Total use privacy policy without permission information is used
Salesforce Research Country Profile: Mexico State of the Connected Customer 33 300 Consumers & 150 Business Buyers
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 35% 82 86% 85% 34% say their standard for good customer 87% 83% 35% experiences is higher than ever 86% 86%
I will pay more for a great experience recognize the good that can come from AI 80% 78% 94% of all customers 69% of all customers believe AI presents good opportunities for society 81% say the experience a company provides is as say AI is already or actively transforming 76% 76% open to AI improving the customer experience important as its products/services their expectations of companies 75%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 83% % of business buyers 36% 88% of business buyers 65 believe AI presents good opportunities for society say AI is already or actively transforming 80% 30% want the same experience as when they’re open to AI improving the customer experience 39% buying for themselves their expectations of companies 77%
recognize the good that can come from AI 79% 88% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 73% open to AI improving the customer experience their expectations of companies 74% 93% of all customers 12 channels are used, 11 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 29% 36% 24% 31% Channels When Communicating with Companies 31% 39% Online portals 42% 93% Top Actions That Increase Customer Trust Mobile apps 52% 92%
Online communities 32% 77% Being transparent Showing a commitment about how my to protecting my Having a strong Text/SMS 25% 74% information is used information privacy policy 22% 70% Voice-activated personal assistants (e.g., Siri, Alexa) Showing a commitment Giving me control to protecting my Having a strong Tie over what information Prefer to use Total use information privacy policy is collected about me
Salesforce Research Country Profile: Netherlands State of the Connected Customer 34 300 Consumers & 150 Business Buyers
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 52% 55 46% 51% 50% say their standard for good customer 51% 60% 53% experiences is higher than ever 43% 47%
I will pay more for a great experience recognize the good that can come from AI 60% 56% 69% of all customers 40% of all customers believe AI presents good opportunities for society 53% say the experience a company provides is as say AI is already or actively transforming 54% 57% open to AI improving the customer experience important as its products/services their expectations of companies 49%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 56% % of business buyers 63% 78% of business buyers 37 believe AI presents good opportunities for society say AI is already or actively transforming 51% 61% want the same experience as when they’re open to AI improving the customer experience 64% buying for themselves their expectations of companies 49%
recognize the good that can come from AI 62% 41% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 56% open to AI improving the customer experience their expectations of companies 49% 82% of all customers 11 channels are used, 10 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 45% 64% 41% 57% Channels When Communicating with Companies 47% 68% Mobile apps 49% 85% Top Actions That Increase Customer Trust Online portals 37% 81%
Text/SMS 27% 68% Showing a commitment Giving me control Being transparent Having a strong to protecting my over what information Tie about how my Online communities 28% 67% privacy policy information is collected about me information is used 16% 45% Voice-activated personal assistants (e.g., Siri, Alexa) Giving me control Asking for my explicit Being transparent over what information Having a strong consent to use my Tie about how my Prefer to use Total use is collected about me privacy policy information information is used
Salesforce Research Country Profile: Nordics State of the Connected Customer 35 300 Consumers & 123 Business Buyers
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 53% 52 39% 46% 53% say their standard for good customer 54% 58% 53% experiences is higher than ever 32% 41%
I will pay more for a great experience recognize the good that can come from AI 61% 57% 65% of all customers 42% of all customers believe AI presents good opportunities for society 67% say the experience a company provides is as say AI is already or actively transforming 50% 53% open to AI improving the customer experience important as its products/services their expectations of companies 50%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 72% % of business buyers 68% 83% of business buyers 49 believe AI presents good opportunities for society say AI is already or actively transforming 62% 60% want the same experience as when they’re open to AI improving the customer experience 71% buying for themselves their expectations of companies 59%
recognize the good that can come from AI 56% 39% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 45% open to AI improving the customer experience their expectations of companies 47% 81% of all customers 11 channels are used, 10 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 47% 62% 31% 52% Channels When Communicating with Companies 53% 66% Online portals 42% 85% Top Actions That Increase Customer Trust Text/SMS 40% 80%
Mobile apps 40% 75% Giving me control Being transparent over what information Having a strong about how my Online communities 31% 69% is collected about me privacy policy information is used 11% 35% Voice-activated personal assistants (e.g., Siri, Alexa) Giving me control Being transparent over what information Having a strong about how my Prefer to use Total use is collected about me privacy policy information is used
Salesforce Research Country Profile: Singapore State of the Connected Customer 36 300 Consumers & 150 Business Buyers
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 50% 70 69% 71% 45% say their standard for good customer 85% 84% 53% experiences is higher than ever 61% 64%
I will pay more for a great experience recognize the good that can come from AI 75% 69% 88% of all customers 57% of all customers believe AI presents good opportunities for society 84% say the experience a company provides is as say AI is already or actively transforming 71% 61% open to AI improving the customer experience important as its products/services their expectations of companies 72%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 81% % of business buyers 55% 89% of business buyers 61 believe AI presents good opportunities for society say AI is already or actively transforming 75% 47% want the same experience as when they’re open to AI improving the customer experience 58% buying for themselves their expectations of companies 81%
recognize the good that can come from AI 71% 55% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 68% open to AI improving the customer experience their expectations of companies 67% 84% of all customers 12 channels are used, 11 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 42% 53% 27% 47% Channels When Communicating with Companies 49% 56% Online portals 61% 92% Top Actions That Increase Customer Trust Text/SMS 53% 91%
Mobile apps 61% 89% Asking for my explicit Giving me control Having a strong consent to use my over what information Online communities 43% 80% privacy policy information is collected about me 24% 58% Voice-activated personal assistants (e.g., Siri, Alexa) Being transparent Showing a commitment Having a strong about how my to protecting my Prefer to use Total use privacy policy information is used information
Salesforce Research Country Profile: United Kingdom State of the Connected Customer 37 300 Consumers & 150 Business Buyers
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 51% 74 61% 64% 43% say their standard for good customer 81% 76% 54% experiences is higher than ever 51% 57%
I will pay more for a great experience recognize the good that can come from AI 63% 71% 80% of all customers 47% of all customers believe AI presents good opportunities for society 83% say the experience a company provides is as say AI is already or actively transforming 54% 65% open to AI improving the customer experience important as its products/services their expectations of companies 55%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 73% % of business buyers 58% 84% of business buyers 60 believe AI presents good opportunities for society say AI is already or actively transforming 67% 41% want the same experience as when they’re open to AI improving the customer experience 67% buying for themselves their expectations of companies 67%
recognize the good that can come from AI 58% 41% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 47% open to AI improving the customer experience their expectations of companies 50% 86% of all customers 12 channels are used, 10 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 39% 54% 19% 42% Channels When Communicating with Companies 49% 60% Online portals 44% 81% Top Actions That Increase Customer Trust Text/SMS 43% 80%
Mobile apps 44% 78% Showing a commitment Giving me control to protecting my over what information Tie Having a strong Online communities 30% 60% information is collected about me privacy policy 26% 50% Voice-activated personal assistants (e.g., Siri, Alexa) Giving me control Being transparent over what information Tie Having a strong about how my Prefer to use Total use is collected about me privacy policy information is used
Salesforce Research Regional Profile: North America State of the Connected Customer 38 900 Consumers & 450 Business Buyers in Canada and the U.S.
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 61% 67 44% 52% 51% say their standard for good customer 53% 60% 65% experiences is higher than ever 40% 48%
I will pay more for a great experience recognize the good that can come from AI 59% 70% 78% of all customers 42% of all customers believe AI presents good opportunities for society 75% say the experience a company provides is as say AI is already or actively transforming 49% 68% open to AI improving the customer experience important as its products/services their expectations of companies 48%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 64% % of business buyers 72% 81% of business buyers 48 believe AI presents good opportunities for society say AI is already or actively transforming 56% 65% want the same experience as when they’re open to AI improving the customer experience 75% buying for themselves their expectations of companies 56%
recognize the good that can come from AI 57% 40% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 45% open to AI improving the customer experience their expectations of companies 44% 85% of all customers 10 channels are used, 9 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 47% 75% 40% 66% Channels When Communicating with Companies 50% 79% Online portals 43% 81% Top Actions That Increase Customer Trust Mobile apps 41% 80%
Text/SMS 44% 79% Giving me control Being transparent over what information Having a strong about how my Online communities 19% 55% is collected about me privacy policy information is used 18% 47% Voice-activated personal assistants (e.g., Siri, Alexa) Giving me control Showing a commitment over what information Having a strong to protecting my Prefer to use Total use is collected about me privacy policy information
Salesforce Research Regional Profile: Latin America State of the Connected Customer 39 600 Consumers & 300 Business Buyers in Mexico and Brazil
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 39% 75 83% 85% 35% say their standard for good customer 86% 86% 41% experiences is higher than ever 82% 84%
I will pay more for a great experience recognize the good that can come from AI 82% 77% 92% of all customers 69% of all customers believe AI presents good opportunities for society 82% say the experience a company provides is as say AI is already or actively transforming 75% 74% open to AI improving the customer experience important as its products/services their expectations of companies 76%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 85% % of business buyers 45% 90% of business buyers 67 believe AI presents good opportunities for society say AI is already or actively transforming 79% 41% want the same experience as when they’re open to AI improving the customer experience 47% buying for themselves their expectations of companies 79%
recognize the good that can come from AI 81% 70% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 74% open to AI improving the customer experience their expectations of companies 74% 93% of all customers 12 channels are used, 11 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 34% 40% 33% 35% Channels When Communicating with Companies 34% 43% Mobile apps 64% 94% Top Actions That Increase Customer Trust Online portals 51% 92%
Online communities 40% 81% Showing a commitment Being transparent Giving me control to protecting my about how my over what information 32% Text/SMS 76% information information is used is collected about me 32% 71% Voice-activated personal assistants (e.g., Siri, Alexa) Showing a commitment Giving me control Being transparent to protecting my over what information about how my Prefer to use Total use information is collected about me information is used
Salesforce Research Regional Profile: JAPAC State of the Connected Customer 40 1,500 Consumers & 750 Business Buyers in Japan, Australia/New Zealand, Hong Kong, India, and Singapore
All Customers Business Buyers Consumers
Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 48% 69 62% 66% 44% say their standard for good customer 71% 74% 50% experiences is higher than ever 57% 62%
I will pay more for a great experience recognize the good that can come from AI 69% 66% 82% of all customers 54% of all customers believe AI presents good opportunities for society 73% say the experience a company provides is as say AI is already or actively transforming 67% 62% open to AI improving the customer experience important as its products/services their expectations of companies 63%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 75% % of business buyers 52% 79% of business buyers 57 believe AI presents good opportunities for society say AI is already or actively transforming 71% 45% want the same experience as when they’re open to AI improving the customer experience 56% buying for themselves their expectations of companies 69%
recognize the good that can come from AI 65% 52% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 65% open to AI improving the customer experience their expectations of companies 60% 79% of all customers 11 channels are used, 10 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 48% 56% 33% 46% Channels When Communicating with Companies 55% 60% Online portals 49% 84% Top Actions That Increase Customer Trust Mobile apps 55% 84%
Text/SMS 46% 83% Giving me control Asking for my Having a strong over what information explicit consent to 39% Online communities 75% privacy policy is collected about me use my information 27% 59% Voice-activated personal assistants (e.g., Siri, Alexa) Giving me control Vowing not to share Having a strong over what information my information Prefer to use Total use privacy policy is collected about me without permission
Salesforce Research Regional Profile: EMEA State of the Connected Customer 41 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 Customers Set New Benchmarks for Innovation
Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience % of all customers experiences to keep my business products/services more frequently than before 52% 61 54% 58% 46% say their standard for good customer 67% 68% 54% experiences is higher than ever 48% 53%
I will pay more for a great experience recognize the good that can come from AI 63% 62% 74% of all customers 45% of all customers believe AI presents good opportunities for society 72% say the experience a company provides is as say AI is already or actively transforming 56% 58% open to AI improving the customer experience important as its products/services their expectations of companies 54%
I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 69% % of business buyers 58% 82% of business buyers 51 believe AI presents good opportunities for society say AI is already or actively transforming 63% 49% want the same experience as when they’re open to AI improving the customer experience 62% buying for themselves their expectations of companies 61%
recognize the good that can come from AI 60% 42% of consumers believe AI presents good opportunities for society Customers Dictate the Experiences They Want say AI is already or actively transforming 52% open to AI improving the customer experience their expectations of companies 50% 84% of all customers 11 channels are used, 10 channels are used, say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 45% 60% 32% 50% Channels When Communicating with Companies 51% 65% Online portals 36% 81% Top Actions That Increase Customer Trust Mobile apps 38% 78%
Text/SMS 33% 74% Giving me control Showing a commitment over what information to protecting my Having a strong 25% Online communities 65% is collected about me information privacy policy 17% 47% Voice-activated personal assistants (e.g., Siri, Alexa) Giving me control Asking for my over what information Having a strong explicit consent to Prefer to use Total use is collected about me privacy policy use my information
Salesforce Research State of the Connected Customer 42
APPENDIX
Salesforce Research 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% 74% 74% 63% 81% 81% 79% 74%
80% 76% 76% 67% of customers of customers of customers of customers say the experience a expect companies say it’s easier than are willing to pay more company provides is to understand their ever to take their for a great experience as important as its needs and expectations business elsewhere products/services
Percentage of Customers Who Agree with the Following, by Generation
Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers
Say the experience a company provides is Expect companies to understand Say it’s easier than ever to take Are willing to pay more as important as its products/services their needs and expectations their business elsewhere for a great experience
76% 69% 74% 57%
79% 74% 75% 66%
83% 83% 78% 75%
Salesforce Research 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 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% 59% 70% of customers of customers of customers feel less connected to say tailored engagement say service agents who are companies compared based on past interactions aware of sales interactions to two years ago is very important to are very important to winning their business keeping their business
Salesforce Research Appendix State of the Connected Customer 46 Companies Face a New Connected Mandate
Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers
Net Important vs. Net Important vs. Net Important vs. Important Unimportant Difference Unimportant Important Unimportant Difference Unimportant Important Unimportant Difference Unimportant
BEFORE THEY BUY
Easy-to-access product information 53% 2% 51% 26.5x 51% 3% 48% 18.1 50% 5% 45% 10.5x more likely more likely more likely
User-generated content (e.g., product reviews, photos, testimonials, and 27% 18% 8% 1.5x 36% 15% 21% 2.4 44% 11% 33% 4.1 other content from other customers) more likely more likely more likely
Personalized offers 24% 23% 1% — 33% 15% 18% 2.2 39% 12% 28% 3.4 (i.e., a discount based on my purchase history) more likely more likely
Personalized communications 22% 26% -4% 1.2x 28% 20% 8% 1.4 37% 15% 22% 2.5 (e.g., email newsletters, etc.) less likely more likely more likely
Retargeted offers (i.e., ads on one channel based on my actions on another 14% 32% -18% 2.3x 25% 23% 3% 1.1 33% 17% 16% 2.0 channel, like an online ad for a previously viewed product) less likely more likely more likely
Personalized ads across all channels 13% 38% -24% 2.9x 20% 29% -9% 1.4 31% 19% 11% 1.6 (e.g., online ads, mobile, social media, etc.) less likely less likely more likely
WHEN THEY BUY
Knowledgeable salespeople 51% 3% 48% 19.4x 50% 3% 47% 19.5 51% 5% 46% 10.7 more likely more likely more likely
Quick and easy checkout 50% 2% 48% 24.5x 51% 3% 48% 16.9 50% 5% 46% 10.4 more likely more likely more likely
Product comparison tools 37% 8% 29% 4.7x 43% 7% 36% 6.4 45% 7% 39% 7.0 more likely more likely more likely
Seamless transitions between channels 30% 13% 17% 2.3x 36% 10% 27% 3.8 43% 9% 34% 5.0 (e.g., online to in-store) more likely more likely more likely
Mobile apps 22% 29% -7% 1.3x 33% 17% 17% 2.0 41% 11% 30% 3.8 less likely more likely more likely
Product recommendations (that match my buying habits) 20% 26% -6% 1.3x 28% 20% 8% 1.4 38% 14% 25% 2.8 less likely more likely more likely
AFTER THEY BUY
Service agents that are empowered to resolve my issue 51% 3% 48% 15.5 48% 4% 44% 11.1 50% 5% 45% 9.7 (i.e., with information, tools, and decision-making authority) more likely more likely more likely
Real-time messaging when I need service 38% 11% 28% 3.6 42% 9% 33% 4.6 44% 8% 36% 5.6 more likely more likely more likely
Availability of my preferred service channels 34% 9% 25% 3.8 39% 7% 33% 5.7 43% 7% 36% 6.0 more likely more likely more likely
Self-service tools 35% 9% 26% 3.9 39% 8% 31% 4.8 42% 7% 35% 5.8 (e.g., account portals, FAQ) more likely more likely more likely
Customer service that comes to me (i.e., mobile service agents with the 29% 17% 11% 1.7 35% 14% 21% 2.6 40% 11% 29% 3.5 same information and capabilities as those in a call center) more likely more likely more likely
Proactive service 26% 18% 9% 1.5 32% 16% 17% 2.1 39% 12% 28% 3.4 (e.g., based on IoT) more likely more likely more likely
Online communities 18% 37% -18% 2.0 28% 26% 3% 1.1 38% 16% 22% 2.4 (e.g., customer forums) less likely more likely more likely
Automated service assistants 12% 33% -21% 2.7 21% 26% -6% 1.3 31% 17% 14% 1.8 (e.g., chatbots) less likely more likely more likely
Net difference is based on the percentage of respondents viewing a quality as important and those viewing it as unimportant using the following formula: (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 Appendix State of the Connected Customer 47 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 Business Buyers Prefer to use Total use Prefer to use Total use Prefer to use Total use
73% 98% 73% 98% 73% 97% Email
64% 94% 63% 94% 67% 96% In person Phone 60% 93% 58% 92% 64% 95% (e.g., landline phone) Online portals 44% 84% 41% 82% 48% 87% (e.g., self-service account information) 37% 83% 34% 81% 43% 86% Online forms 48% 82% 44% 80% 54% 87% Mobile app Online knowledge bases (e.g., self-service 39% 82% 36% 80% 45% 86% FAQ, searchable libraries of info, etc.)
Online chat/live support (e.g., pop-up 41% 81% 38% 79% 46% 86% support window on a company’s website)
40% 78% 37% 76% 45% 84% Text/SMS
40% 72% 37% 68% 46% 79% Messenger apps 34% 71% 30% 66% 44% 81% Social media
Online communities (i.e., forums to 30% 68% 26% 63% 40% 79% interact with other customers)
Voice-activated personal assistants 23% 54% 18% 48% 32% 67% (e.g., Siri, Alexa)
Salesforce Research 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 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 Will transform within five years
All Customers Consumers Business Buyers
Smartphones 49% 32% 12% 49% 32% 12% 51% 31% 13%
Mobile apps 38% 39% 14% 37% 40% 13% 41% 37% 15%
Social media 39% 34% 13% 38% 33% 13% 41% 36% 14%
Cloud computing 29% 39% 18% 27% 38% 18% 33% 41% 17%
Cybersecurity 20% 44% 23% 18% 43% 24% 25% 44% 22%
Internet of Things (IoT) 20% 40% 26% 18% 40% 26% 24% 41% 25%
Voice-activated personal assistants 20% 38% 25% 19% 37% 25% 23% 40% 25%
3D printing 19% 34% 30% 17% 34% 30% 21% 36% 30%
Drones 17% 34% 29% 16% 33% 29% 20% 35% 29%
Artificial intelligence (AI) 14% 37% 36% 13% 36% 36% 17% 37% 36%
Chatbots 15% 35% 27% 14% 34% 26% 18% 37% 29%
Virtual/augmented reality 15% 34% 28% 13% 33% 28% 18% 37% 30%
Cryptocurrencies 14% 30% 27% 12% 29% 27% 17% 33% 28%
Blockchain 11% 30% 31% 9% 27% 31% 16% 35% 31%
Salesforce Research 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 Gen Xers Millennials/Gen Zers Like Love Like Love Like Love
Credit card fraud detection 42% 46% 40% 45% 39% 47%
Email spam filters 48% 35% 47% 34% 45% 34%
Automatic reminders 52% 20% 49% 25% 46% 33%
Predictive traffic alerts 48% 15% 49% 19% 47% 27%
Smart thermostats 36% 15% 40% 18% 42% 26%
Predictive text 40% 10% 44% 17% 43% 26%
Mobile check deposit 29% 16% 36% 20% 39% 29%
Voice-activated personal assistants 29% 10% 32% 17% 36% 28%
Personalized recommendations 32% 6% 38% 14% 46% 25%
Predictive image categorization 29% 6% 34% 13% 40% 23%
Self-driving cars 23% 7% 27% 15% 33% 25%
Base excludes respondents who said "Don't know" for each technology.
Salesforce Research 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 Business Buyers
Net Revolutionary vs. Net Revolutionary vs. Revolutionary Insignificant Difference Insignificant Revolutionary Insignificant Difference Insignificant
Artificial intelligence (AI) 32% 3% 29% 9.7x 34% 4% 31% 9.1x more likely more likely
Internet of Things (IoT) 28% 4% 24% 7.3x 31% 4% 27% 7.4x more likely more likely
Blockchain 19% 5% 14% 4.1x 24% 5% 19% 4.8x more likely more likely
Cryptocurrencies 18% 8% 11% 2.4x 20% 8% 12% 2.6x more likely more likely
Virtual/augmented reality 22% 9% 13% 2.4x 26% 7% 19% 3.7x more likely more likely
Chatbots 14% 14% 0% — 20% 11% 9% 1.8x more likely
Cybersecurity 23% 2% 21% 10.2x 28% 3% 25% 10.1x more likely more likely
Mobile apps 29% 4% 25% 6.9x 31% 4% 27% 8.4x more likely more likely
Smartphones 44% 2% 41% 18.3x 40% 3% 38% 14.9x more likely more likely
Social media 20% 8% 12% 2.6x 24% 6% 18% 3.9x more likely more likely
Voice-activated personal assistants 21% 9% 12% 2.4x 24% 7% 17% 3.3x more likely more likely
Cloud computing 29% 3% 26% 9.9x 31% 3% 29% 11.8x more likely more likely
Drones 26% 6% 20% 4.2x 26% 5% 21% 4.8x more likely more likely
3D printing 38% 4% 34% 9.9x 36% 4% 31% 8.1x more likely more likely
Net difference is based on the percentage of respondents viewing a technology as revolutionary and those viewing it as insignificant using the following formula: (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 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 Percentage of Customers Who Say the Following, by Generation
Consumers Business Buyers Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers
Fear of my data being compromised has increased over the past two years 61% 59% 63% 58%
66%
I’m uncomfortable with how companies use my personal/business information % 62 71% of customers say their fear of their data being 60% compromised has increased 46% over the past two years
I’m confused about how companies use my data
53%
47%
37%
Salesforce Research Appendix State of the Connected Customer 53 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% 86%
88% 91% 92%
Consistent interactions across every channel Personalized online shopping experiences More consultative help from salespeople
76% 78% 78%
88% 86% 88%
Contextualized interactions Personalized in-store shopping experiences Proactive customer service
76% 77% 83%
86% 86% 90%
Connected devices and services Personalized product recommendations
71% 77% Consumers 83% 85% Business Buyers
Salesforce Research Appendix State of the Connected Customer 54 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% 87%
90% 93% 92%
Consistent interactions across every channel Personalized online shopping experiences More consultative help from salespeople 67% 69% 72%
80% 79% 80%
88% 89% 88%
Contextualized interactions Personalized in-store shopping experiences Proactive customer service 67% 69% 78%
78% 78% 83%
87% 88% 91%
Connected devices and services Personalized product recommendations 58% 67% Traditionalists/Baby Boomers 74% 78% Gen Xers Millennials/Gen Zers 87% 88%
Salesforce Research 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% Consumers 94% 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 State of the Connected Customer 56
DEMOGRAPHICS
Salesforce Research Demographics State of the Connected Customer 57
Customer Breaks Level of Education Region
Business Buyers...... 33% Less than a high school diploma...... 2% NAM...... 20% Consumers...... 67% High school degree or equivalent (e.g., GED).....11% LAM...... 13% Some college, no degree...... 8% JAPAC ...... 33% Associate degree (e.g., AA, AS)...... 7% EMEA...... 33% Company Size 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% Small (1–100 employees)...... 34% Doctorate (e.g., PhD, EdD)...... 4% Medium (101–3,500 employees)...... 46% Enterprise (3,501+ employees)...... 20% Country Generation United States...... 13% Australia/New Zealand...... 7% Traditionalists/Baby Boomers Brazil...... 7% (born before 1965)...... 24% Canada...... 7% Gen Xers (born 1965–1980)...... 37% France...... 7% Millennials/Gen Zers (born 1981–1999)...... 39% Germany...... 7% Hong Kong...... 7% Gender India...... 7% Japan...... 7% Male...... 59% Mexico...... 7% Female...... 41% Netherlands...... 7% Singapore...... 7% United Kingdom...... 7% Nordics (Norway, Finland, Sweden, Iceland, Denmark)...... 6%
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