Enterprise Times: 15 Key Statistics From Salesforce’s Connected Customer Status Report

by Roy Edwards, Enterprise Times

salesperson’s Associated Customer Report Status Provides insights from 17,000 consumer and business buyers on the environment for new customer engagement.

A trust-based economy is at the forefront

1. 88% of customers believe trust becomes more important in times of change.
   Edelman’s research notes that business is a “stabilizing force,” while institutions such as government and the media are increasingly viewed with skepticism. Given its inherent opt-in nature, transactions are at risk without a baseline of confidence that customers will receive value. Fortunately, most customers feel they can rely on businesses to meet their needs, although there is room for improvement, especially among consumers.
2. As simple as it sounds, honesty and openness are the best way for organizations to build trust. A daily record of honesty is the foundation for brands to build trusted customer relationships. 74% of customers say honest and transparent communication is more important now than before the pandemic.
3. 62% of customers have an emotional connection to the brands they buy most often. Interactions that feel impersonal—such as accepting irrelevant offers or waiting—run the risk of alienating them and damaging a hard-earned relationship.
   Trust is complex and multifaceted. For example, customers can trust a company’s product quality but not its commitment to the environment. While overall trust in companies has only increased slightly since 2020, trust in a number of different measures has increased dramatically. For example, 68% of customers now trust organizations to tell the truth—an increase of 9 percentage points in just two years. Trends like these are positive signs that businesses are moving in the right direction.
4. 52% of customers say they generally trust a company – up from 48% in 2020.

Digital acceleration sparks personalization at scale

5. 43% of customers prefer non-digital channels – meaning satisfying customers often requires a great experience both online and offline. After years of increased online engagement, more and more customers know that companies can deliver a personal touch digitally. More and more customers expect organizations to understand and anticipate their needs. For example, by proactively notifying them of contract renewals. Additionally, most customers expect offers to be personalized at all times. The report shows that digital transformation investments are paying off. This is shown by a growing number of customers who say companies see them as numbers rather than unique individuals. If continued exposure to great digital experiences further raises expectations, underperforming organizations may feel increasing pressure.

6. 88% of customers say the experience a company provides is as important as its product or service. This is up from 80% in 2020.

7. 61% of consumers are satisfied that companies use relevant personal information in a transparent and helpful way. This is an increase from 52% in 2020.

New Reality Tests Brand Loyalty

Brand relationships are not immune to external influences. As consumers spend more time online, a world of choice opens up, free from the constraints of past habits. Some of these options may seem appealing. Especially for consumers whose priorities, lifestyle or financial situation have changed.

8. 71% of consumers have changed brands at least once in the past year. And better deals and product quality are the main drivers of brand churn. Countless additional factors, such as improved customer service, product availability and convenience, are driving consumers away.

9. One issue is the difficulty of tracking rewards and redeeming them manually. Most consumers say they would use loyalty programs more if the company addressed the issue. Additionally, 55% would use the program more if the rewards were personalized, better reflecting their individual needs.

10. As customers adapt to the new model, hints of engagement in the future are emerging. Changing communication preferences suggest that life may be picking up pace, as email is no longer the most popular first channel, while phone calls, face-to-face and online chats move forward. Now, the number of customers who prefer to use an organization’s dedicated mobile application is almost equal to the number of customers who want to be satisfied on the instant messaging applications they use in their personal lives, such as WeChat and Google Hangouts. One thing hasn’t changed: Engagement is as omnichannel as ever, with customers turning to an average of nine different channels to communicate with the company.

It is no exaggeration to say that the pandemic has changed the face of business. As businesses get creative, customers experiment with new ways of buying for them. Many people are now accustomed to all kinds of business innovations.

Digital-First Experiences Expand to Meet the Moment

11. 68% of customers have purchased a product in a new way in the past two years.

12. The rate of adoption of new services has been phenomenal. For example, the percentage of customers using curbside pickup nearly doubled from 2020 to 2022, from 31% to 60%. Remarkably, the use of these emerging technologies and services does not appear to be limited to the age of social distancing. After three years, the vast majority expect usage to remain stable or increase.

13. 61% of shoppers who shop via social media want to do more in three years

14. 96% of customers say great customer service builds trust. The rewards of getting the right customer service can be huge. In the vast majority of cases, a positive support experience makes customers more likely to repurchase. Additionally, more than four-fifths of customers go further by recommending the company to others based on a great support experience. Referrals are a powerful gift through word of mouth this popular method of learning about new brands, products and services.

15. 83% of customers say they are more loyal to companies that provide consistency across departments. While the impact of integrating customer experience is not trivial, many customers still experience disconnects between departments. As marketing, commerce, sales and service teams innovate at all stages of their lifecycle, it’s critical for organizations not to lose sight of how they fit together.

According to Brian Solis, vice president and global innovation evangelist at Salesforce, the first lesson of the study is the importance of trust. “The impact of trust on society.we start to see How digitization opens doors Build real relationships with customers and employees.Firms that use technology to expand relationships will be more successful than those that focus on deals. “