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SECOND EDITION State of the Connected Customer Insights from 6,700+ consumers and business buyers on the intersection of experience, technology, and trust2 State of the Connected Customer About This Report 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 Why customer trust is increasingly important, and how companies can foster it Data in this report is from a double-blind survey conducted from March 26April 12, 2018, that generated responses from 6,723 individuals in Australia/New Zealand, Brazil, Canada, France, Germany, Hong Kong, India, Japan, Mexico, the Netherlands, the Nordics, Singapore, the United Kingdom, and the United States. All respondents are third-party panelists (not limited to Salesforce customers). See page 56 for detailed respondent demographics.1,350 900 2,223 2,2503 State of the Connected Customer Salesforce Research About This Report 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 employers 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). 3 State of the Connected Customer Salesforce Research Consumers Business Buyers All Customers4 State of the Connected Customer Salesforce Research Contents Executive Summary . 5Customer Expectations Hit All-Time Highs . 6Companies Face a New Connected Mandate . 10Technology Sets New Benchmarks for Innovation . 15Customers Balance Personalization and Privacy Amid a Crisis of Trust . 19 01 02 03 04 Last Look . 22 Country nearly six in 10 consumers dont believe companies have their best interests in mind. The reality is that todays customers expect companies to understand and care about them as individuals, and treat them accordingly. 76% of customers expect companies to understand their needs and expectations. Consumers Business Buyers 01 Customer Expectations Hit All-Time Highs Salesforce Research8 State of the Connected Customer Salesforce Research Experience Impacts the Bottom Line, for Better or Worse Consumers Business Buyers 62% of customers say they share bad experiences with others 61% 63% 57% of customers have stopped buying from a company because a competitor provided a better experience 50% But this new dynamic is not all doom and gloom. Seventy-two percent of customers share good experiences with others a full 10% more than those that share the negative. 76% of customers sa y its easier than ever to take their business elsewhere. The ripple effect of a single bad experience goes beyond one lost sale. Fifty-seven percent of customers have stopped buying from a company because a competitor provided a better experience. Whats more, 62% of customers say they share bad experiences with others. With the proliferation of peer review sites and social media, this practice can inflict widespread reputational damage. Two-thirds of customers will even pay a premium to companies that offer superior experiences, thereby introducing not just competitive differentiation, but increased or even new revenue streams. 61% 72% of customers say they share good experiences with others 77% 67% of customers say theyll pay more for a great experience 63% 70% 74% 01 Customer Expectations Hit All-Time Highs9 State of the Connected Customer Salesforce Research Business Buyer Expectations Get Consumerized SPOTLIGHT B2B Expectations Mirror B2C Standards Percentage of Business Buyers Who Agree with the Following Naturally, business buyers also have personal lives as consumers and their expectations as consumers have seeped into their professional world. 82% of business buyers w ant the same experience as when theyre buying for themselves. At a time when personalized recommendations, proactive engagement, and deeply relevant content are table stakes, more than seven in 10 business buyers expect vendors to personalize engagement to their needs. And for 84% of business buyers, trust is a critical factor in choosing vendors. 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. I expect vendors to personalize engagement to my needs 72% I expect Amazon-like buying experiences 69% I think vendors are providing more retail-like experiences than ever before 67% I have switched vendors for a more consumer-like experience 67% 9 State of the Connected Customer See appendix page 44 for generational breaks. Salesforce Research10 State of the Connected Customer Salesforce Research Connected Customers Demand Connected Journeys Percentage of Customers Who Say the Following Are Very Important to Winning Their Business Connected processes Todays customers want to be understood and respected as individuals. Eighty-four percent of customers say being treated like a person, not a number, is very important to winning their business. For teams accustomed to owning only one stage of the customer journey, its a tricky proposition. Customers judge companies based on their experience as a whole not just interactions with individual departments and they expect consistency. 70% of customers sa y connected processes such as seamless handoffs or contextualized engagement based on earlier interactions are very important to winning their business. Todays 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. 75% 67% 70% 70% 66% 76% 67% 73% 63% Understanding how they use products/services Instant, on-demand engagement 02 Companies Face a New Connected Mandate 84% of customers say being treated like a person, not a number, is very important to winning their business 83% 84% All Customers Business Buyers Consumers11 State of the Connected Customer Salesforce Research What experiences are customers looking for before they even make a purchase? Many say that user-generated content such as product reviews and photos from other customers is important. Personalization is another common thread that customers say is important. Even if a customer hasnt interacted with a company, they still want to feel known. Customers are 2.1x more likely to view personalized offers as important, versus unimportant. 59% of customers sa y tailored engagement based on past interactions is very important to winning their business. One area where business buyers differ from consumers is advertising. Business buyers place more importance on retargeted offers and personalized cross-channel ads than do consumers. Respondents were not required to rate a quality as important or unimportant. Data is based off respondents who elected to rate a quality as such. Not a complete list. See appendix page 46 for a full list broken by generational segmentations. 02 Companies Face a New Connected Mandate Before They Buy, Marketing Personalization Matters User-generated content (e.g., product reviews, photos, testimonials, and other content from other customers) Personalized offers (i.e., a discount based on my purchase history) Personalized communications (e.g., email newsletters, etc.) Retargeted offers (i.e., ads on one channel based on my actions on another channel, like an online ad for a previously viewed product) Business Buyers Consumers 2.9x more likely 2.4x more likely 2.7x more likely 1.9x more likely 2.2x more likely 1.3x more likely 1.8x more likely 1.1x less likely Salesforce Research Important Unimportant Important Unimportant Likelihood of Customers Rating Each Quality as Important vs. Unimportant12 State of the Connected Customer Salesforce Research When it comes time to buy, todays customers expect more than knowledgeable salespeople and a quick and easy checkout. Increasingly drawn to ecommerce sites, they value product comparison tools as well as mobile apps. On top of it all, they want to move seamlessly between various digital and offline channels, often browsing on one in the morning only to close the deal on another in the evening. Customers are 3.7x more likely to view seamless transitions between channels as important, versus unimportant. With their professional reputations and often large sums of money at stake, business buyers have set the bar even higher. Seventy-eight percent of business buyers seek salespeople that act as trusted advisors with knowledge of their needs and industry. Business buyers are more likely than consumers to value product recommendations and mobile apps a testament to the blurring lines between B2C and B2B behavior. 02 Companies Face a New Connected Mandate When They Buy, Customers Seek Ease, Seamlessness, and ConsultantsProduct comparison toolsSeamless transitions between channels (e.g., online to in-store) 7.1x more likely 5.7x more likely 4.4x more likely 3.4x more likely Mobile appsProduct recommendations (that match my buying habits) 2.5x more likely 1.7x more likely 2.3x more likely 1.3x more likely Business Buyers Consumers Respondents were not required to rate a quality as important or unimportant. Data is based off respondents who elected to rate a quality as such. Not a complete list. See appendix page 46 for a full list broken by generational segmentations. Important Unimportant Important Unimportant Likelihood of Customers Rating Each Quality as Important vs. Unimportant
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