STATE CONNECTED CUSTOMER - THIRD EDITION Insights from over 8,000 consumers and business buyers worldwide - Fink & Fuchs

 
STATE CONNECTED CUSTOMER - THIRD EDITION Insights from over 8,000 consumers and business buyers worldwide - Fink & Fuchs
THIRD EDITION

STATE
CONNECTED
CUSTOMER
Insights from over 8,000 consumers
and business buyers worldwide
STATE CONNECTED CUSTOMER - THIRD EDITION Insights from over 8,000 consumers and business buyers worldwide - Fink & Fuchs
About This Report                                                        State of the Connected Customer   2

For this third edition of the “State of the
Connected Customer” report, Salesforce
Research surveyed over 8,000 consumers and
business buyers worldwide to discover:

•   How customer expectations continue to shift
•   Which emerging technologies are
    transforming standards for engagement               1,590    3,222
•   The role of trust in customer relationships
•   The rising importance of corporate values in
    buying decisions

Data in this report is from a double-blind survey
conducted April 2–18, 2019, that generated
responses from 8,022 individuals in Australia/
New Zealand, Canada, France, Germany, Hong
Kong, India, Italy, Japan, Singapore, Spain,
                                                                            3,210
Switzerland, Thailand, the United Kingdom/
Ireland, and the United States.

All respondents are third-party panelists (not
limited to Salesforce customers). See page 61 for
detailed respondent demographics.

Percentages may not total 100 due to rounding.
All comparison calculations are made from total
numbers (not rounded numbers).

     Salesforce Research provides data-driven insights to help
     businesses transform how they drive customer success.
     Browse all reports at salesforce.com/research.
                                                                                          Salesforce Research
STATE CONNECTED CUSTOMER - THIRD EDITION Insights from over 8,000 consumers and business buyers worldwide - Fink & Fuchs
About This Report                                                                                  State
                                                                                                    Stateofofthe
                                                                                                              theConnected
                                                                                                                  ConnectedCustomer
                                                                                                                            Cutomer   3

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            Business Buyers              Consumers

  Customers
  Aggregated consumers and business buyers                             All Customers

We also examine survey results across three generations
of customers: Respondents were required to be 18 years
of age or older.

  Millennials/Gen Zers
  Born between 1981–2000
                                                                    Millennials/Gen Zers

  Gen Xers                                                                  Gen Xers
  Born between 1965–1980
                                                                         Silents/
  Silents/Baby Boomers                                                Baby Boomers

  Born before 1965

                                                                                                                     Salesforce Research
STATE CONNECTED CUSTOMER - THIRD EDITION Insights from over 8,000 consumers and business buyers worldwide - Fink & Fuchs
Contents                                                                                                                                                                   State of the Connected Customer   4

Executive Summary.............................................................................................................................................5

Introduction..........................................................................................................................................................6

01           Extraordinary Experiences Raise the Bar for Customer Engagement..............................................8

02           New Expectations Shift the Digital Transformation Playbook........................................................ 14

03           Trust Becomes More Important, Yet More Elusive........................................................................... 19

04           Corporate Values Sway Buying Decisions.......................................................................................... 22

Last Look: How Well Are Industries Engaging Customers?.......................................................................... 25

Country Profiles................................................................................................................................................. 26

Regional Profiles................................................................................................................................................ 41

Appendix............................................................................................................................................................. 45

Survey Demographics...................................................................................................................................... 61

                                                                                                                                                                                            Salesforce Research
STATE CONNECTED CUSTOMER - THIRD EDITION Insights from over 8,000 consumers and business buyers worldwide - Fink & Fuchs
Executive Summary                                                                                               State of the Connected Customer   5

Companies are being challenged to              Extraordinary Experiences Raise the Bar for Customer Engagement
rethink not just the individual       01       (see page 8)
experiences they provide              Customers’ standards for modern engagement are a far cry from the transactional, one-size-fits-all
customers, but their entire           experiences that were once de facto. Tailored, contextualized engagement across multiple touchpoints
approach to customer engagement.      is the benchmark, and disruptive business models are further raising the bar. Seventy-three percent of
                                      customers say one extraordinary experience raises their expectations of other companies.
Twenty-five years since the
popularization of the internet
and 12 years after the introduction            New Expectations Shift the Digital Transformation Playbook
of the iPhone, customer
                                      02       (see page 14)
expectations keep soaring.            Innovation is accelerating across industries thanks to emerging technologies like artificial intelligence
Companies are in a race to            (AI) and the Internet of Things (IoT). With many consumers and business buyers willing to pay a
transform themselves to foster the    premium for differentiated, first-to-market products and services that enhance their experiences, the
digitally savvy relationships that    pressure is on for companies to get ahead of the digital curve. Seventy-five percent of customers
consumers and business buyers         expect companies to use new technologies to create better experiences.
alike demand.

                                               Trust Becomes More Important, Yet More Elusive
At the same time, trust has become    03       (see page 19)
only more relevant. Collective
concern over an array of societal     Trust has always been foundational in customer relationships, but it's a more nuanced subject in an era
issues has prompted customers to      where customers expect transparency, authenticity, and ethics. A lot goes into fostering customer trust,
examine what companies stand for.     and it’s an increasingly formidable challenge. Fifty-four percent of customers say it’s harder than
                                      ever for companies to earn their trust.

                                               Corporate Values Sway Buying Decisions
                                      04       (see page 22)

                                      The days when businesses were expected to sit on the sidelines of societal issues are over. Today,
                                      customers expect companies to not only operate ethically and with their communities’ interests
                                      at heart, but in a way that advances causes such as equal rights, philanthropy, and sustainability.
                                      Seventy-three percent of customers say a company’s ethics matter more than they did
                                      a year ago.
                                                                                                                                 Salesforce Research
STATE CONNECTED CUSTOMER - THIRD EDITION Insights from over 8,000 consumers and business buyers worldwide - Fink & Fuchs
Introduction                                                                                                                          State of the Connected Customer   6

Customer experience is not a new concept,                             technology (IT) — once thought of as the         prompts nearly three-quarters of customers to
but it has never been more relevant. Case in                          ultimate back-office function — now cite         hold other companies to higher standards.
point: Salespeople — once solely focused on                           customer experience as their top priority.†

                                                                                                                       84%
closing transactions — now track customer
satisfaction more than any other metric.*                             These shifts in business focus are for good
Nearly half of marketers — once concerned                             reason. Great experiences reap great rewards,                of customers say the experience a
only with driving new leads — now champion                            with almost two-thirds of customers willing to   company provides is as important as its
customer experience initiatives across their                          pay a premium for them. What’s more, a           products and services – up from 80% in 2018.
entire companies.** Even leaders in information                       standout experience with one company

The Customer Experience Stakes Have Never Been Higher
                                                                              Consumers           Business Buyers

                                        83%                                                     69%                                             59%
                                        89%                                                     82%                                             82%

                             84%
                       of customers say the
                     experience a company
                                                                                          73%
                                                                                    of customers say one
                                                                                  extraordinary experience
                                                                                                                                        66%
                                                                                                                                       of customers are
                                                                                                                                    willing to pay more for
                     provides is as important                                    raises their expectations of                         a great experience
                   as its products and services                                       other companies

*
     “State of Sales,” Salesforce Research, May 2018.
**
      “State of Marketing,” Salesforce Research, December 2018.
†
     “Enterprise Technology Trends,” Salesforce Research, May 2019.                                                                                    Salesforce Research
STATE CONNECTED CUSTOMER - THIRD EDITION Insights from over 8,000 consumers and business buyers worldwide - Fink & Fuchs
Introduction                                                                                                       State of the Connected Customer    7

A lot of factors – ranging from new                 Innovation, Connectivity, Trust, and Values
technologies and products to new business           Raise the Bar for Customer Engagement
models and increased awareness of corporate
ethics – make customer expectations a moving
target. Thus, delivering the great experiences      Customers Who Say These Factors Change Their Expectations of Companies
that meet those changing expectations is a
difficult endeavor.                                                                          All Customers   Consumers            Business Buyers

Companies are being challenged to rethink           Better access to information                                                             91%
                                                    (e.g., product information,                                                           92%
how they engage with increasingly connected,        reviews)                                                                                  94%
empowered, and discerning customers.
                                                                                                                                             91%
                                                                                                                                          91%

54%
                                                    Increased product choice
                                                                                                                                             91%
                                                                                                                                       85%
             of customers say companies need
                                                                                                                                       86%
to transform how they engage with them.             New types/categories of products                                                     89%
                                                                                                                                 78%
                                                                                                                                  81%
                                                    Ecommerce
Each customer is unique, and each company                                                                                                88%

will use different tactics to delight them. Yet a                                                                              74%
                                                    Increased awareness of corporate
focus on several key principles – including         values, ethics, and business practices
                                                                                                                               77%
                                                                                                                                       84%
treating customers like the individuals they are,
connecting interactions and touchpoints across                                                                             69%
                                                    Peer reviews                                                           71%
their journeys, investing in digital                (e.g., Yelp, Amazon reviews)
                                                                                                                                 76%
transformation, and leading with trust and
                                                    New business models                                              59%
values – can help companies shape their             (e.g., sharing economy, subscriptions,                               65%
strategy of how to best engage their customers.     direct-to-consumer)                                                          78%
Ultimately, these principles can help                                                                              58%
companies develop valuable one-to-one               New methods of communication                                         64%
                                                    (e.g., messaging apps.)
customer relationships.                                                                                                          77%
                                                                                                               52%
                                                    Emerging technologies                                         58%
                                                    (e.g., chatbots, voice assistants)                                         75%

See page 46 for additional data segmentations.                                                                                       Salesforce Research
STATE CONNECTED CUSTOMER - THIRD EDITION Insights from over 8,000 consumers and business buyers worldwide - Fink & Fuchs
01 Extraordinary Experiences Raise the Bar                                                                                                               8
                                                                                                                      State of the Connected Customer

         for Customer Engagement
The first step to understanding today’s            Companies Aren’t Living Up to Customers’
connected customers is to cast aside any           Personalization Expectations
generalizations about their interests. Customers
expect to be treated as people rather than
personas. Like with friendships, customer                     EXPECTATION                                               REALITY
relationships bloom when individuals feel
understood. But when customers feel like their
needs aren't appreciated, even after multiple
interactions, relationships can weaken.

                                                         73%                                                   51%
                                                                                   77% 75%

                                                                                             63%
Expectations for personalized engagement                                                                                                   57%
                                                                                                                                                 53%
span generations, rebutting outdated strategies       of customers expect                                    of customers say
aimed at broad segmentations and challenging        companies to understand                                companies generally                         40%
companies to learn more about individuals. Yet           their needs and                                  understand their needs
                                                           expectations                                     and expectations
companies haven’t caught up, with relatively
few understanding customers’ needs and
expectations – let alone adapting to their
actions and behavior.

52%
                                                         62%                                                  47%
            of customers – including
56% of consumers – say companies are                                               67% 65%
generally impersonal.
                                                                                             52%                                           53%
                                                      of customers expect                                    of customers say                    49%
                                                          companies to                                     companies generally                         36%
                                                      adapt based on their                                 adapt based on their
                                                      actions and behavior                                 actions and behavior

                                                                      Millennials/Gen Zers     Gen Xers             Silents/Baby Boomers

                                                                                                                                       Salesforce Research
01 Extraordinary Experiences Raise the Bar                                                                                                       9
                                                                                                               State of the Connected Customer

              for Customer Engagement
If a friend ignores a call, text, or email, it           Modern Customer Engagement Happens in Real Time
probably doesn’t bode well for the overall
relationship. The same dynamic is true for
today’s customers, who live in an always-on
world where an answer is just a tap away.

                                                                  56%   of customers expect to find whatever they

71%     of customers expect companies to
communicate with them in real time.
                                                                        need from a company in three clicks or less

Expectations for timeliness start when                            45%   of customers can generally find whatever they
                                                                        need from a company in three clicks or less
customers are just browsing, with more than
half expecting to find whatever they need — be
it pricing, inventory, or something else — in
three clicks or less. It extends to when they
make a purchase, with nearly six in 10 willing to
switch to a competitor with quicker and
cheaper shipping. It persists when they have
questions for customer service: 78% of
customers expect to solve complex issues
by speaking to one person.
                                                                  57%   of customers won’t buy from a company
                                                                        that can’t ship quickly and cheaply

Most customers won't wait for someone to give
them information they can find themselves.
Sixty-eight percent would rather use self-
service channels – like knowledge bases or
                                                                  59%   of customers will take their business to Amazon if a
                                                                        company can’t match their shipping speed and cost
customer portals – for simple questions or
issues.

See pages 47 and 48 for additional data segmentations.                                                                          Salesforce Research
01 Extraordinary Experiences Raise the Bar                                                                                                                            10
                                                                                                                                    State of the Connected Customer

              for Customer Engagement
Companies aren't just expected to be              Preferred Channels Span Online and Offline Worlds
available anytime — they're also expected to be
available anywhere. Multichannel behavior is a
fact of everyday life . Forty percent of          Customers Who Prefer the Following Channels When Communicating with Companies
customers won’t do business with a
company if they can’t use their preferred
channels.
                                                  Email                                                    64%                                  62%
                                                                                                                                                      64%
                                                                                                                                                            65%

Millennials and Gen Zers are the most
                                                  In-person                                                59%                                56%
                                                                                                                                                    59%
                                                                                                                                                          62%

omnichannel generations by far — citing, on
average, 51% more channels as “preferred”         Phone                                                    56%                             53%
                                                                                                                                                 57%
                                                                                                                                                    58%

than the silent and baby boomer generations.
Younger customers are, unsurprisingly, more
                                                  Online chat/live support
                                                  (e.g., popup windows on website)                         45%                    28%     45%       55%

digitally savvy when engaging with companies.
More than half (56%) of millennial and Gen Z
customers prefer mobile apps, and are more
                                                  Mobile app                                               43%                24%         42%       56%

than twice as likely than silents/baby boomers
to prefer voice assistants like Siri and Alexa.
                                                  Online portals
                                                  (e.g., self-service account information)                 43%                    29%     44% 50%

Email is favored across generations.              Online knowledge bases
                                                  (e.g., self-service FAQs, searchable libraries)           41%                   29%     41% 49%

                                                  Messenger apps
                                                  (e.g., WhatsApp, Facebook Messenger)                     37%               21%        36%     48%

                                                                                                           36%
55%
                                                                                                                                        38%
                                                  Online forms                                                                28%             40%

             of customers — including 68% of
millennials/Gen Zers — prefer digital channels    Social media                                             32%             15%      30%       45%

over traditional ones.
                                                  Text/SMS                                                  31%              25%
                                                                                                                                    30%
                                                                                                                                           35%

                                                  Online communities
                                                  (i.e., forums)                                           30%              16%    29% 39%

                                                  Voice assistants
                                                  (e.g., Siri, Alexa)                                      22%             13% 22% 28%

                                                     Millennials/Gen Zers         Gen Xers          Silents/Baby Boomers

See page 49 for additional data segmentations.                                                                                                        Salesforce Research
01 Extraordinary Experiences Raise the Bar                                                                                                               11
                                                                                                                       State of the Connected Customer

              for Customer Engagement
Customers prefer a variety of channels, at least    Context Matters for Connected Customer Engagement
in part, because of context. It may be most
convenient to use a mobile app while riding
transit, for example, or to send a detailed email
to customer service when there’s a complex          Customers Who Say the Following
issue at hand. But as lives get busier and
attention spans shorter, cross-channel                        I prefer different channels                                                   82%
engagement isn’t as cut and dry as it once was.

Today’s customer journeys are complex,
                                                     78%      depending on context
                                                              (i.e., where I am and what I'm doing)                                 67%
                                                                                                                                           80%

nonlinear, and fragmented across touchpoints.                 I prefer different devices                                                    79%
The majority of consumers and business buyers
across generations have used multiple channels       73%      depending on context
                                                              (i.e., where I am and what I'm doing)
                                                                                                                               61%
                                                                                                                                          76%

to start and complete single transactions — such
as when they first see an ad on social media                                                                                            79%
only to make a purchase on a website later.
What’s more, nearly two-thirds (64%) of
                                                      71%     I have used multiple channels to start
                                                              and complete a single transaction                               55%
                                                                                                                                     73%

customers have used multiple devices to
                                                                                                                                       75%
start and complete transactions — such as
browsing on a smartphone only to sign up for
an account on a desktop later.
                                                     64%      I have used multiple devices to start
                                                              and complete a single transaction                       44%
                                                                                                                                    67%

                                                                                                       Millennials/Gen Zers
This multichannel, multi-device reality poses a                                                        Gen Xers
vexing question: How can companies foster                                                              Silents/Baby Boomers
great customer engagement across nonlinear
journeys? In other words, how can they keep
experiences connected?

See page 49 for additional data segmentations.

                                                                                                                                          Salesforce Research
01 Extraordinary Experiences Raise the Bar                                                                                                   12
                                                                                                           State of the Connected Customer

             for Customer Engagement
Effective customer engagement isn't just                    Customers Expect Unity but Often Face Silos
personalized, timely, and omni-channel. It's
also connected, meaning that customers'
preferences are known across touchpoints,
and any required information can be quickly
accessed.
                                                                        78%
                                                                  of customers expect
                                                                                                              59%
                                                                                                    of customers say it generally feels
                                                                 consistent interactions             like they’re communicating with
                                                                  across departments             separate departments, not one company

69%        of customers expect
connected experiences.

Omni-channel and omni-device behavior
makes connected experiences challenging
enough, but customers also expect the
representatives they encounter across those
touchpoints to have the same information. In
customers' minds, for example, a service agent
should know about a recently signed sales
contract, or the details of a recent ecommerce
transaction, and engage accordingly. Sixty-four
                                                                       72%
                                                                  of customers expect all
                                                                                                              66%
                                                                                                   of customers say they often have to
                                                             company representatives to have       repeat or re-explain information to
percent of customers expect tailored                         the same information about them            different representatives
engagement based on past interactions.

For many companies, this is easier said than
done. The average enterprise uses 900 different
applications, 29% of which are integrated.*
Customers feel the effects, with nearly three-
fifths reporting experiences that generally
reflect separate departments rather than
unified companies.

*
 “MuleSoft Connectivity Benchmark Report,” February 2019.
See pages 47 and 48 for additional data segmentations.                                                                      Salesforce Research
Spotlight                                                                                                                                   State of the Connected Customer   13

Direct to Consumer

Sixty-five percent of customers say new                              Direct-to-Consumer Models Are a Hit with Younger Generations
business models are changing their
expectations of companies. Direct-to-consumer
sales is a prime example.
                                                                     Consumers Who Say the Following
Pioneers such as Warby Parker and Dollar Shave
Club disrupted entire industries by cutting out
                                                                                                                                                     58%
intermediaries and offering products directly to
end users. Established branded manufacturers
such as adidas are embracing the direct-to-
                                                                      49%      I buy at least one product directly
                                                                               from a brand on a regular basis                           39%
                                                                                                                                               49%

consumer model, with 99% of them investing                                                                                                         54%
in such initiatives.* The impact has been huge
not only for revenue streams and retail                               47%      I identify more with the brands I buy than
                                                                               the retailers I buy from
                                                                                                                                           45%
                                                                                                                                         40%
relationships, but for customer expectations.
Seventy-three percent of consumers expect                                                                                                          53%
to be able to buy directly from a brand as
well as from a retailer.
                                                                      44%      I expect to buy more products
                                                                               directly from brands in the future                     34%
                                                                                                                                            43%

                                                                                                                            Millennials/Gen Zers

76%
                                                                                                                            Gen Xers
                                                                                                                            Silents/Baby Boomers
          of consumers expect the same level
of engagement when buying from a brand as
when buying from a retailer.

Today, nearly half of consumers buy at least one
product directly from a brand on a regular
basis. Much like digital channels, millennial and
Gen Z consumers are particularly fond of this
new way to shop.

*
    “Consumer Goods and the Battle for B2B and B2C Relationships,”
     Salesforce, May 2019.                                                                                                                                   Salesforce Research
02 New Expectations Shift the Digital                                                                                                                              14
                                                                                                                              State of the Connected Customer

              Transformation Playbook
Direct-to-consumer sales is an example of                Innovation Commands a Premium, Especially for Business Buyers
something more critical than ever as customer
expectations soar: innovation – the adaptation
to customer needs or technological change.
                                                         Customers Who Say the Following

67%
                                                                                            All Customers               Consumers                Business Buyers

             of customers expect companies to                                                                                        65%
provide new products and services more                   I expect the rate of innovation                                             68%
                                                         from companies to accelerate
frequently than before — up from 63% in 2018.                                                                                                   78%

                                                         It takes more for a company to                                        59%
                                                         impress me with new products/                                          62%
Innovation can come through new products or              services than ever before
                                                                                                                                           72%
new ways of engaging customers. Whatever the
                                                                                                                               59%
form factor, the bar for innovation is higher            If a company doesn’t adapt to
than ever, with the majority of customers saying         my changing expectations, it                                          61%
                                                         feels like they don’t care                                                  65%
companies must do more in order to impress
them — let alone capture their attention. A lack                                                                   42%
of innovation, in fact, now signals a company’s          I will pay more for                                            50%
                                                         differentiated products
apathy toward its customers.                                                                                                              70%

                                                                                                            31%
Innovation is particularly critical for business         I will pay more for a product or
buyers, whose purchasing decisions can impact                                                                     40%
                                                         service that’s first to market
                                                                                                                                    62%
their own competitiveness. Seventy percent of
business buyers will pay more for differentiated
products, and nearly as many (62%) will pay
more for products that are first to market.

See pages 50 and 51 for additional data segmentations.                                                                                             Salesforce Research
02 New Expectations Shift the Digital                                                                                                               15
                                                                                                                  State of the Connected Customer

              Transformation Playbook
There is a common thread across the factors              Customer Expectations Are Driving Digital Transformation
redefining customer engagement and driving
innovation: technology. As a result, digital
transformation initiatives – which have
historically entailed digitizing or modernizing
back-end systems at a company – are now                                             Consumers   Business Buyers
much more customer-facing. Acutely aware
of what’s possible, customers are pressuring
companies to use technology to deliver                                       72%                                            71%
                                                                             83%                                            81%
better experiences.

67%           of customers say the way a
company uses technology indicates how
it operates in general.
                                                                      75%
                                                                   of customers expect
                                                                     companies to use
                                                                                                                     74%
                                                                                                              of customers expect
                                                                                                                companies to use
                                                                    new technologies                         existing technologies
New use cases for existing technologies – like                 to create better experiences                       in new ways
more engaging mobile apps or more tailored                                                                to create better experiences
emails – go a long way. But a crop of newer
technologies enabled by data proliferation are
upping the ante even more. Fifty-eight
percent of customers say emerging
technologies are changing their
expectations of companies.

See pages 50 and 51 for additional data segmentations.

                                                                                                                                   Salesforce
                                                                                                                                   Salesforce Research
                                                                                                                                              Research
02 New Expectations Shift the Digital                                                                                                                     16
                                                                                                                        State of the Connected Customer

              Transformation Playbook
The backbone of today’s emerging                      AI Has Gone Mainstream, but Reservations Remain
technologies, artificial intelligence (AI), is well
appreciated among business buyers. Only
one-third of consumers, on the other hand,
can name an example of AI they encounter              Customers Who Say the Following
every day. But the fact is that someone is using
AI whenever they do things as common as                                                  All Customers           Consumers              Business Buyers
buying a recommended item on Amazon,
using Waze to shorten their commute, or                                                                                56%
                                                      I’m open to the use of AI to                                          62%
discovering a new favorite song on Spotify.           improve my experiences                                                           77%
Wittingly or not, data proliferation — paired with
increasingly refined modeling capabilities — is                                                                       53%
                                                      AI will revolutionize how I
making AI a mainstay of everyday life and                                                                              59%
                                                      interact with companies
fundamentally altering expectations.                                                                                                74%

                                                                                                                 48%
                                                      I trust companies to use AI                                     54%

62%
                                                      in a way that benefits me                                                   70%

                                                                                                                45%
             of customers are open to the use         AI will play as big of a role in                               52%
of AI to improve their experiences — up from          my life as smartphones                                                     69%
59% in 2018.
                                                                                                               42%
                                                      AI is the most significant                                48%
                                                      technology of my lifetime
                                                                                                                              65%
However, companies have work to do in
articulating AI’s role, particularly to consumers.                                                       33%
                                                      I can think of an example                            40%
Fewer than half of consumers trust companies          of AI I use every day
                                                                                                                           60%
to use AI in a beneficial manner, and just shy of
one-third think companies are transparent                                                                32%
                                                      Companies are transparent                            39%
enough on the matter.                                 enough about how they use AI                                      58%

See page 50 for additional data segmentations.                                                                                            Salesforce Research
Spotlight                                                                                                                        State of the Connected Customer      17

Voice Technologies

A prime – and increasingly common – example             Voice Technology Makes a Splash, Particularly with Business Buyers
of AI in everyday life is voice technology.
Already, 23% of customer service organizations          Customers Who Say the Following
are using AI chatbots, which are often in voice
form, and an additional 31% plan to within                                                     All Customers              Consumers                 Business Buyers
18 months.*
                                                                                                                               52%
Certain instances of voice technology also                                                                                      57%
                                                        Voice assistants are revolutionary                                                    70%
come in the form of connected devices, such
as Siri voice assistants on iPhones or smart                                                                     35%
                                                        Voice assistants will play as big of                          43%
speakers using Amazon’s Alexa or Google                 a role in my life as smartphones                                              63%
Assistant. Twenty-seven percent of
customers use a voice assistant daily. New                                                                        36%
                                                        I would rather talk to my                                    42%
form factors such as smart speakers that are            device than type in it                                                   58%
always at the ready are becoming a mainstay
of domestic life.
                                                        Voice Assistant Users Who Have Done the Following

29%         of consumers have a smart speaker
in their home.                                               57%
                                                            ordered a
                                                                                                 92%
                                                                                                searched for
                                                                                                information
                                                            product or

The impact of voice technology isn’t limited to
                                                              service
                                                                                                                    75%
                                                                                                                      set a
customer engagement. Fifty-one percent of                                                                           reminder
the workforce believes that voice assistants
will transform how they work, and 38%
report that they already use one during                         61%
                                                                 sent an                                                         73%
their workday.                                                    email                                                         sent a text
                                                                                                                                 message

                                                                            61%
                                                                             taken a
                                                                                                               69%
                                                                                                               booked a
                                                                             memo                              calendar
*
 “State of Service,” Salesforce Research, March 2019.                                                           event
See page 50 for additional data segmentations.                                                                                                        Salesforce Research
02 New Expectations Shift the Digital                                                                                                18
                                                                                                   State of the Connected Customer

              Transformation Playbook
The next technology to normalize as part of        Connected Devices Power Customer Engagement
everyday life may be increasingly ubiquitous
connected devices — such as smart speakers,
fitness trackers, smart thermostats, and
countless other examples — that are collectively
referred to as the Internet of Things (IoT).       Millennials/Gen Zers              Millennials/Gen Zers
Today, more than three-quarters of customers       Gen Xers                          Gen Xers
have at least one connected device, and their      Silents/Baby Boomers              Silents/Baby Boomers
influence on expectations is increasing.
                                                   82%

65%          of customers say connected
devices have transformed or are transforming
their expectations of companies — up from
                                                    80%

                                                                   76%
                                                                  of customers use
                                                                 connected devices
                                                                                                     53%
                                                                                                  of customers want
                                                                                                  more connections
60% in 2018.
                                                                                                 between their devices
                                                         64%
With use cases and impacts as diverse as their                                                                      37%
form factors, consumers and business buyers
                                                                                     61% 56%
alike have come to rely on connected devices in
a variety of ways. Seventy-seven percent of
users say connected devices make their lives
easier. Particularly among Gen Xers and
millennials/Gen Zers, customers crave more
connectivity between their devices.

See page 51 for additional data segmentations.

                                                                                                                    Salesforce Research
03 Trust Becomes More Important, Yet More Elusive                                                                                                             19
                                                                                                                         State of the Connected Customer

In last year’s report, we explored a growing crisis          Earning Customer Trust Is a Multifaceted Pursuit
of trust as questionable business practices and
related scandals made headlines. Since then,
the topic has become even more relevant.
                                                             Customers Who Strongly Associate the Following with Trust

73%        of customers say trust in companies
matters more than it did a year ago.
                                                                                                                                   Honesty      82%

Now, customers are even more more selective
                                                                                                                                                78%
than they once were in which brands they trust.
Fifty-four percent of customers say it’s
harder than ever for a company to earn
                                                             61%      Authenticity
                                                                                                                                   Security

their trust.

A company’s trustworthiness is inextricably
tied to its bottom line. Eighty-nine percent
of customers are more loyal to companies
                                                             61%      Confidence                                                 Reliability    76%
they trust, and 65% have stopped buying
from companies that did something they
consider distrustful.

Honesty is the best policy for earning customer
                                                             64%      Ethics
                                                                                                                                    Privacy     75%
trust. And while security and reliability serve as
baseline indicators of trustworthiness, other
factors such as transparency, ethics, and
authenticity come in striking distance.
                                                             70%      Transparency

See pages 52 through 56 for additional data segmentations.                                                                                     Salesforce Research
03 Trust Becomes More Important, Yet More Elusive                                                                                                        20
                                                                                                                       State of the Connected Customer

More devices, more channels, and more                    Lax Security Hurts Trust and Sales
customer data have elevated customer
engagement and created new ways for
companies to differentiate. In some cases,
however, they’ve introduced vulnerabilities
and anxieties.                                           41%
                                                         of customers don’t believe companies care about the security of their data.

46%           of customers feel they’ve lost
control over their own data.

                                                         84%
Distrust has become so prevalent that a
significant number of customers now view
companies as indifferent to the matter. Security
has always been important, and customers                 of customers are more loyal to companies with strong security controls.
treat it as a standard requirement for doing
business. Eighty-four percent of customers
are more loyal to companies that have
strong security controls.

See pages 52 and 54 for additional data segmentations.

                                                                                                                                        Salesforce Research
03 Trust Becomes More Important, Yet More Elusive                                                                                                     21
                                                                                                                    State of the Connected Customer

Security is just one part of the trust equation          Customers Seek Value in Exchange for Their Data
as data – and lots of it – increasingly fuels
elevated experiences. Customers need to

                                                                      17%                                                   58%
know that their data is not only safe, but
being used legitimately.
                                                                      disagree                                                      agree
When applied for their benefit, the majority of
customers are comfortable with this data-value
exchange. The problem is, with so many
                                                                                            I'm comfortable with
opaque or complex privacy policies, many

                                                                      25%
customers are confused about how their data is                                                 relevant personal
used in the first place, let alone whether or                                                 information being
not that use helps or harms them.                                     neutral
                                                                                            used in a transparent
                                                                                           and beneficial manner

63%          of customers say most companies
aren’t transparent about how their data is used.

Businesses that articulate how their data is –
and isn’t – used gain a selling point. Seventy-
eight percent of customers are more loyal to
companies that are transparent about how
                                                         72%                                                63%
their data is used. That nearly half of                  of customers would stop buying from a company/     of customers say most companies aren't
customers have abandoned companies over                  using a service due to privacy concerns.           transparent about how their data is used.
privacy concerns – along with laws such as the
European Union’s General Data Protection
Regulation (GDPR) – provides additional
incentive for transparency.                              48%                                                54%
                                                         of customers have stopped buying from a company/   of customers say most companies don't use
                                                         using a service due to privacy concerns.           their data in a way that benefits them.

See pages 52 and 54 for additional data segmentations.                                                                               Salesforce Research
04 Corporate Values Sway Buying Decisions                                                                                               22
                                                                                                      State of the Connected Customer

A company’s ethics are becoming more                     Values Can Make or Break Customer Relationships
important as customers gain awareness of
business practices, and privacy policies are
just the tip of the iceberg. Increasingly, the
principles that a company stands for factor
into decisions of whether or not to buy from

                                                                  80%                                      68%
a company.

73%         of customers say a company’s
ethics matter more than they did a year ago.
                                                                 of customers are
                                                              more loyal to companies
                                                                 with good ethics
                                                                                                       of customers won’t
                                                                                                      buy from companies
                                                                                                        with poor ethics

Over two-thirds of customers refuse to buy
from companies with poor ethics. In the Fourth
Industrial Revolution, technology and ethics are
intertwined, as customers recognize that how             It’s Up to Companies to Use Technology for Good
emerging technologies like AI are used – rather
than the technologies themselves – will
influence the trajectory of society.

                                                                    71%
                                                                of customers believe
                                                                emerging technology
                                                                                                           88%
                                                                                                      of customers believe
                                                                                                    companies are responsible
                                                                 can make the world                   for ensuring they use
                                                                    a better place                     technology ethically

See pages 57 and 58 for additional data segmentations.                                                                 Salesforce Research
04 Corporate Values Sway Buying Decisions                                                                                                                                                23
                                                                                                                                                       State of the Connected Customer

A key aspect of the ethics of technology is the                           Customers Look to Companies to Step Up for Equality
distribution of its benefits among all people.
Like with the industrial and digital revolutions
that preceded it, the Fourth Industrial
Revolution provides more opportunity, but also                            Customers Who Say the Following
shifts in-demand skills. More than half of
customers are concerned about equal
opportunity as technology advances.                                       I want companies to advocate for equal rights                                               76%

Over three-quarters of customers think                                    I'm more loyal to companies that value equality                                           73%
companies are responsible for ensuring that
everyone has a fair shot at technology-driven                             I expect companies to clearly state their
opportunities. A separate study found an                                  position on equal rights                                                                 71%
overwhelming share of people want companies                               I won’t buy from companies that
to prepare their existing and future workforces                           don’t value equality                                                           55%
for new careers as technology evolves.*

Views on equal access to technology-driven
opportunities are an example of a broader                                 Equal Opportunity Is Top of Mind as Technology Advances
trend: the rising importance of a company’s
stance on equal rights.

71%          of customers expect companies to
clearly state their position on equal rights.                                         77%                                        67%                                56%
                                                                                   of customers think                          of customers think             of customers are worried
                                                                              companies are responsible                     emerging technology will         about equal opportunity as
                                                                               for ensuring equal access                     provide opportunity to             technology advances
                                                                                 to technology-driven                             more people
                                                                                      opportunities

*
 “Ethical Leadership and Business,” Salesforce Research, February 2019.
See pages 57 and 58 for additional data segmentations.                                                                                                                   Salesforce Research
04 Corporate Values Sway Buying Decisions                                                                                                      24
                                                                                                             State of the Connected Customer

Shareholder interest is the guiding light of             Corporate Responsibility Factors into the Path to Purchase
business. But customers expect companies to
consider a broader set of stakeholders who may
or may not benefit financially.

For instance, companies benefit a great deal             Millennials/Gen Zers                  Millennials/Gen Zers
from the communities where they do business,             Gen Xers                              Gen Xers
be it from local talent pools, civic infrastructure,     Silents/Baby Boomers                  Silents/Baby Boomers
or other resources. The majority of customers
believe this relationship should be mutually

                                                                        56%                                    65%
beneficial, and seek to buy from companies
that give back. Seventy-six percent of
customers think companies are responsible
for giving back to the communities where                           of customers actively                    of customers actively
they do business.                                                     seek to buy from                        seek to buy from
                                                                 philanthropic companies                      environmentally
Weighing even more on customers’ minds is                                                  70%            sustainable companies
business’ role in tackling humanity’s greatest
challenge: climate change. Seventy-eight                                                         64%
                                                                                                          58%
percent of customers think companies are
                                                         61%              50%
responsible for taking steps to reduce                              55%
climate change. The youngest generations,
who will experience the greatest effects, are the
most likely to shun companies that prioritize
short-term profits over the planet’s wellbeing.

74%          of customers say a company’s
sustainability practices matter more than they
did a year ago.

                                                                                                                              Salesforce Research
See pages 57 and 58 for additional data segmentations.
Last Look                                                                                                                                            State of the Connected Customer   25

How Well Are Industries Engaging Customers?

Different industries evolve at different paces,          As Some Sectors Elevate Engagement, Others Stagnate
and some — due to ingenuity, resources, lack
of regulation, or a myriad of other factors —
                                                         Customer Industry Rankings for Experience*
are able to adapt to changing standards of
engagement better than others.                                                                    Bottom Ranking Industries                          Top Ranking Industries
                                                                                                       for Experience                                    for Experience
In a digital world, it may come as little
surprise that customers are far and away
                                                                  Technology                                                      8%                              45%
most likely to include technology in their lists
of best industries for experience. Travel,                        Travel, transportation,
                                                                                                                              17%                               35%
transportation, and hospitality — an industry                     and hospitality

with many businesses whose stated purpose
                                                                  Retail                                                      16%                               34%
is to comfort its customers — also gets high
marks, as does an industry that has                                                                                           15%                           33%
                                                                  Consumer goods
experienced its fair share of disruption: retail.
                                                                  Healthcare                                           30%                                 29%
Customers are least impressed with the
experiences provided by governments — a                           Nonprofit                                                  18%                          22%
likely symptom of perennial funding
challenges — and are also unenthusiastic                          Financial services                               39%                                    22%
about the experiences afforded by the
highly regulated financial services industry.                     Education                                                23%                            21%
Another tightly regulated industry —
healthcare — gets mixed reviews, with nearly                      Media and
                                                                                                                      33%                                 21%
                                                                  communications
the same share of customers naming it as
one of the best industries as those naming                        Manufacturing                                              19%                     15%
it one of the worst.
                                                                  Automotive                                                21%                      14%

                                                                  Government                             60%                                         9%

                                                                                                                                                                        Salesforce Research
See pages 59 and 60 for additional data segmentations.   * Respondents were asked to rank the top three and bottom three industries by experience.
State of the Connected Customer   26

Country Profiles
Please keep in mind that cultural bias
impacts survey results across countries.

                                                            Salesforce Research
Country Profile                                                                                                                                     State of the Connected Customer          27

Australia/New Zealand (535 customers)

     Extraordinary Experiences Raise the Bar for Customer Engagement                                          New Expectations Shift the Digital Transformation Playbook

    All Customers          Millennials/Gen Zers           Gen Xers            Silents/Baby Boomers

                                                                                                                     68%
                                                                                                                                                  I use a connected device
                                                                                                                                                                               82%
                                                                                                                                                                               82%
                                                                                                               of customers expect
                                                                                                                                                                      63%
                                                                                                              companies to use new

            66%
          of customers
                                              60%
                                          of customers say it
                                                                                 54%
                                                                               of customers say
                                                                                                              technologies to create
                                                                                                                better experiences                I view voice assistants as revolutionary
                                                                                                                                                                   54%
        expect connected               generally feels like they're          companies need to                                                                       58%
           experiences                   communicating with                  transform how they                                                                46%
                                        separate departments,                 engage with them       I trust companies to use AI in a
                                          not one company                                            way that benefits me                         I can think of an example of AI
                                                                                                                 46%                              I use every day
                                                                                                     I'm open to the use of AI to                               47%
                                                                                                     improve my experiences                              32%
                                                                                                                     55%                          13%
I would rather use self-service for                     I expect companies to communicate
  90% questions/issues
simple                                                  with me in real time
                     66%                                                       74%
                                                                                                                      Trust Becomes More Important, Yet More Elusive

                                                                                                     I believe trust in companies matters         I don’t believe companies care
                                                                                                     more than it did a year ago                  about the security of my data
Customers Who List the Following as Preferred Channels                                                                         77%                            41%

                                             39%
                                                                                                     I have stopped buying from a company         I believe most companies aren’t
Online chat/live support                                         17%      44%                        that did something distrustful               transparent about how they use my data
(e.g., popup windows on website)                                                   52%                                   65%                                          66%

Mobile app                                   35%              9%        35%     55%
                                                                                                                            Corporate Values Sway Buying Decisions

Text/SMS                                     29%             18%
                                                                       31%
                                                                             35%                     I believe a company’s ethics matter
                                                                                                     more than they did a year ago
                                                                                                                                                  I won’t buy from companies
                                                                                                                                                  that don’t value equality
Online communities
(i.e., forums)                               25%             6%       25% 39%
                                                                                                                              77%

                                                                                                     I actively seek to buy from
                                                                                                                                                                   55%

                                                                                                                                                  I actively seek to buy from
Voice assistants
(e.g., Siri, Alexa)                          16%             1% 19%
                                                                       23%
                                                                                                     philanthropic companies
                                                                                                                      52%
                                                                                                                                                  environmentally sustainable companies
                                                                                                                                                                        64%

                                                                                                                                                                          Salesforce Research
Country Profile                                                                                                                                     State of the Connected Customer          28

Canada (535 customers)

     Extraordinary Experiences Raise the Bar for Customer Engagement                                          New Expectations Shift the Digital Transformation Playbook

    All Customers          Millennials/Gen Zers           Gen Xers            Silents/Baby Boomers

                                                                                                                    64%
                                                                                                                                                  I use a connected device
                                                                                                                                                                          74%
                                                                                                                                                                        71%
                                                                                                               of customers expect
                                                                                                                                                                  55%
                                                                                                              companies to use new

            57%
          of customers
                                               53%
                                          of customers say it
                                                                                  43%
                                                                               of customers say
                                                                                                              technologies to create
                                                                                                                better experiences                I view voice assistants as revolutionary
                                                                                                                                                              44%
        expect connected               generally feels like they're          companies need to                                                                  47%
           experiences                   communicating with                  transform how they                                                            36%
                                        separate departments,                 engage with them       I trust companies to use AI in a
                                          not one company                                            way that benefits me                         I can think of an example of AI
                                                                                                              35%                                 I use every day
                                                                                                     I'm open to the use of AI to                           39%
                                                                                                     improve my experiences                            27%
                                                                                                                43%                               14%
I would rather use self-service for                     I expect companies to communicate
  90% questions/issues
simple                                                  with me in real time
                   60%                                                        70%
                                                                                                                      Trust Becomes More Important, Yet More Elusive

                                                                                                     I believe trust in companies matters         I don’t believe companies care
                                                                                                     more than it did a year ago                  about the security of my data
Customers Who List the Following as Preferred Channels                                                                     66%                           32%

                                            33%
                                                                                                     I have stopped buying from a company         I believe most companies aren’t
Online chat/live support                                          19% 34%                            that did something distrustful               transparent about how they use my data
(e.g., popup windows on website)                                                  45%                                 58%                                            64%

Mobile app                                  25%              10%      26%
                                                                              38%
                                                                                                                            Corporate Values Sway Buying Decisions

Text/SMS                                    20%              10% 19%
                                                                            29%                      I believe a company’s ethics matter
                                                                                                     more than they did a year ago
                                                                                                                                                  I won’t buy from companies
                                                                                                                                                  that don’t value equality
Online communities
(i.e., forums)                               14%             3% 14%
                                                                        25%
                                                                                                                        64%

                                                                                                     I actively seek to buy from
                                                                                                                                                                 50%

                                                                                                                                                  I actively seek to buy from

                                              9%
                                                             3%
Voice assistants                                              7%                                     philanthropic companies                      environmentally sustainable companies
(e.g., Siri, Alexa)                                                   16%                                          46%                                             52%

                                                                                                                                                                          Salesforce Research
Country Profile                                                                                                                                         State of the Connected Customer          29

France (540 customers)

     Extraordinary Experiences Raise the Bar for Customer Engagement                                              New Expectations Shift the Digital Transformation Playbook

    All Customers          Millennials/Gen Zers           Gen Xers                Silents/Baby Boomers

                                                                                                                         69%
                                                                                                                                                      I use a connected device
                                                                                                                                                                                80%
                                                                                                                                                                             69%
                                                                                                                   of customers expect
                                                                                                                                                                  45%
                                                                                                                  companies to use new

            57%
          of customers
                                               59%
                                          of customers say it
                                                                                   50%
                                                                                of customers say
                                                                                                                  technologies to create
                                                                                                                    better experiences                I view voice assistants as revolutionary
                                                                                                                                                                      51%
        expect connected               generally feels like they're           companies need to                                                                   44%
           experiences                   communicating with                   transform how they                                                                     49%
                                        separate departments,                  engage with them          I trust companies to use AI in a
                                          not one company                                                way that benefits me                         I can think of an example of AI
                                                                                                                    40%                               I use every day
                                                                                                         I'm open to the use of AI to                           39%
                                                                                                         improve my experiences                         20%
                                                                                                                         55%                          14%
I would rather use self-service for                     I expect companies to communicate
  90% questions/issues
simple                                                  with me in real time
                  59%                                                        66%
                                                                                                                          Trust Becomes More Important, Yet More Elusive

                                                                                                         I believe trust in companies matters         I don’t believe companies care
                                                                                                         more than it did a year ago                  about the security of my data
Customers Who List the Following as Preferred Channels                                                                         66%                                  46%

                                             36%
                                                                                                         I have stopped buying from a company         I believe most companies aren’t
Online chat/live support                                                    34%                          that did something distrustful               transparent about how they use my data
(e.g., popup windows on website)                                      31%         40%                                       64%                                           66%

Mobile app                                   28%              19%
                                                                      23%
                                                                              35%
                                                                                                                                Corporate Values Sway Buying Decisions

Text/SMS                                     24%               23%
                                                                  24%
                                                                     25%                                 I believe a company’s ethics matter
                                                                                                         more than they did a year ago
                                                                                                                                                      I won’t buy from companies
                                                                                                                                                      that don’t value equality
Online communities
(i.e., forums)                               16%             11% 12%
                                                                    21%
                                                                                                                             66%

                                                                                                         I actively seek to buy from
                                                                                                                                                                   46%

                                                                                                                                                      I actively seek to buy from
Voice assistants
(e.g., Siri, Alexa)                           8%             6%
                                                                      9%
                                                                                                         philanthropic companies
                                                                                                                        48%
                                                                                                                                                      environmentally sustainable companies
                                                                                                                                                                           63%

                                                                                                                                                                              Salesforce Research
Country Profile                                                                                                                                    State of the Connected Customer          30

Germany (536 customers)

     Extraordinary Experiences Raise the Bar for Customer Engagement                                         New Expectations Shift the Digital Transformation Playbook

    All Customers          Millennials/Gen Zers           Gen Xers           Silents/Baby Boomers

                                                                                                                    58%
                                                                                                                                                 I use a connected device
                                                                                                                                                                           78%
                                                                                                                                                                         72%
                                                                                                              of customers expect
                                                                                                                                                               48%
                                                                                                             companies to use new

            57%
          of customers
                                                  51%
                                          of customers say it
                                                                                39%
                                                                              of customers say
                                                                                                             technologies to create
                                                                                                               better experiences                I view voice assistants as revolutionary
                                                                                                                                                              46%
        expect connected               generally feels like they're         companies need to                                                              39%
           experiences                   communicating with                 transform how they                                                           34%
                                        separate departments,                engage with them       I trust companies to use AI in a
                                          not one company                                           way that benefits me                         I can think of an example of AI
                                                                                                                   52%                           I use every day
                                                                                                    I'm open to the use of AI to                                49%
                                                                                                    improve my experiences                               33%
                                                                                                                46%                                 21%
I would rather use self-service for                     I expect companies to communicate
  90% questions/issues
simple                                                  with me in real time
            46%                                                            59%
                                                                                                                     Trust Becomes More Important, Yet More Elusive

                                                                                                    I believe trust in companies matters         I don’t believe companies care
                                                                                                    more than it did a year ago                  about the security of my data
Customers Who List the Following as Preferred Channels                                                                      72%                                47%

                                            29%
                                                                                                    I have stopped buying from a company         I believe most companies aren’t
                                                                15%   33%                           that did something distrustful               transparent about how they use my data
Mobile app                                                                  38%                                  48%                                              58%

Online chat/live support
(e.g., popup windows on website)            28%                 15% 28%
                                                                            38%                                            Corporate Values Sway Buying Decisions
Online communities
(i.e., forums)                              20%              10% 20%
                                                                       27%                          I believe a company’s ethics matter
                                                                                                    more than they did a year ago
                                                                                                                                                 I won’t buy from companies
                                                                                                                                                 that don’t value equality

Text/SMS                                     18%             12% 18%
                                                                    24%
                                                                                                                          69%

                                                                                                    I actively seek to buy from
                                                                                                                                                             42%

                                                                                                                                                 I actively seek to buy from
Voice assistants
(e.g., Siri, Alexa)                          12%             8% 10%
                                                                  17%
                                                                                                    philanthropic companies
                                                                                                             34%
                                                                                                                                                 environmentally sustainable companies
                                                                                                                                                                     58%

                                                                                                                                                                         Salesforce Research
Country Profile                                                                                                                                      State of the Connected Customer          31

Hong Kong (535 customers)

     Extraordinary Experiences Raise the Bar for Customer Engagement                                           New Expectations Shift the Digital Transformation Playbook

    All Customers          Millennials/Gen Zers           Gen Xers             Silents/Baby Boomers

                                                                                                                     80%
                                                                                                                                                   I use a connected device
                                                                                                                                                                                       97%
                                                                                                                                                                                      96%
                                                                                                                of customers expect
                                                                                                                                                                                      95%
                                                                                                               companies to use new

            77%
          of customers
                                               66%
                                          of customers say it
                                                                                   70%
                                                                                of customers say
                                                                                                               technologies to create
                                                                                                                 better experiences                I view voice assistants as revolutionary
                                                                                                                                                                      57%
        expect connected               generally feels like they're           companies need to                                                                        60%
           experiences                   communicating with                   transform how they                                                                       59%
                                        separate departments,                  engage with them       I trust companies to use AI in a
                                          not one company                                             way that benefits me                         I can think of an example of AI
                                                                                                                       56%                         I use every day
                                                                                                      I'm open to the use of AI to                                     60%
                                                                                                      improve my experiences                                      48%
                                                                                                                             70%                             39%
I would rather use self-service for                     I expect companies to communicate
  90% questions/issues
simple                                                  with me in real time
                           78%                                                  75%
                                                                                                                       Trust Becomes More Important, Yet More Elusive

                                                                                                      I believe trust in companies matters         I don’t believe companies care
                                                                                                      more than it did a year ago                  about the security of my data
Customers Who List the Following as Preferred Channels                                                                        72%                               45%

                                            57%
                                                                                                      I have stopped buying from a company         I believe most companies aren’t
                                                                                  51% 67%             that did something distrustful               transparent about how they use my data
Mobile app                                                                  49%                                        59%                                             68%

Online chat/live support
(e.g., popup windows on website)            46%                       37%
                                                                            40% 57%
                                                                                                                             Corporate Values Sway Buying Decisions

                                            37%
                                                                            40%
Text/SMS                                                              32%                             I believe a company’s ethics matter          I won’t buy from companies
                                                                                                      more than they did a year ago                that don’t value equality

                                            35%
Online communities                                                       35%
                                                                      34%                                                     73%                                    57%
(i.e., forums)
                                                                                                      I actively seek to buy from                  I actively seek to buy from
Voice assistants
(e.g., Siri, Alexa)                         29%                  27%
                                                                        30%
                                                                                                      philanthropic companies
                                                                                                                               71%
                                                                                                                                                   environmentally sustainable companies
                                                                                                                                                                            71%

                                                                                                                                                                           Salesforce Research
Country Profile                                                                                                                                     State of the Connected Customer          32

India (535 customers)

     Extraordinary Experiences Raise the Bar for Customer Engagement                                          New Expectations Shift the Digital Transformation Playbook

    All Customers          Millennials/Gen Zers           Gen Xers          Silents/Baby Boomers

                                                                                                                     92%
                                                                                                                                                  I use a connected device
                                                                                                                                                                                   90%
                                                                                                                                                                                    93%
                                                                                                               of customers expect
                                                                                                                                                                                   89%
                                                                                                              companies to use new

            92%
          of customers
                                               75%
                                          of customers say it
                                                                              85%
                                                                            of customers say
                                                                                                              technologies to create
                                                                                                                better experiences                I view voice assistants as revolutionary
                                                                                                                                                                                   90%
        expect connected               generally feels like they're       companies need to                                                                                         92%
           experiences                   communicating with               transform how they                                                                                        91%
                                        separate departments,              engage with them          I trust companies to use AI in a
                                          not one company                                            way that benefits me                         I can think of an example of AI
                                                                                                                                     90%          I use every day
                                                                                                     I'm open to the use of AI to                                        72%
                                                                                                     improve my experiences                                                76%
                                                                                                                                     90%                                  74%
I would rather use self-service for                     I expect companies to communicate
  90% questions/issues
simple                                                  with me in real time
                               86%                                                 89%
                                                                                                                      Trust Becomes More Important, Yet More Elusive

                                                                                                     I believe trust in companies matters         I don’t believe companies care
                                                                                                     more than it did a year ago                  about the security of my data
Customers Who List the Following as Preferred Channels                                                                             88%                            51%

                                            86%
                                                                                                     I have stopped buying from a company         I believe most companies aren’t
                                                                                      85% 89%        that did something distrustful               transparent about how they use my data
Mobile app                                                                         80%                                     70%                                         71%

Online chat/live support
(e.g., popup windows on website)            82%                                  77%
                                                                                       81%
                                                                                               86%
                                                                                                                            Corporate Values Sway Buying Decisions
Online communities
(i.e., forums)                              72%                              54%    73%
                                                                                       75%           I believe a company’s ethics matter          I won’t buy from companies

                                            70%
                                                                                    71%              more than they did a year ago                that don’t value equality
Voice assistants
                                                                                                                                   87%                                   69%
(e.g., Siri, Alexa)                                                           67%
                                                                                                     I actively seek to buy from                  I actively seek to buy from

Text/SMS                                    65%                            58%
                                                                                   68%
                                                                                      71%
                                                                                                     philanthropic companies
                                                                                                                                    82%
                                                                                                                                                  environmentally sustainable companies
                                                                                                                                                                               87%

                                                                                                                                                                          Salesforce Research
Country Profile                                                                                                                                         State of the Connected Customer          33

Italy (535 customers)

     Extraordinary Experiences Raise the Bar for Customer Engagement                                              New Expectations Shift the Digital Transformation Playbook

    All Customers          Millennials/Gen Zers           Gen Xers                Silents/Baby Boomers

                                                                                                                         81%
                                                                                                                                                      I use a connected device
                                                                                                                                                                                    87%
                                                                                                                                                                                    88%
                                                                                                                   of customers expect
                                                                                                                                                                                 76%
                                                                                                                  companies to use new

            70%
          of customers
                                               54%
                                          of customers say it
                                                                                    52%
                                                                                of customers say
                                                                                                                  technologies to create
                                                                                                                    better experiences                I view voice assistants as revolutionary
                                                                                                                                                                          61%
        expect connected               generally feels like they're           companies need to                                                                            63%
           experiences                   communicating with                   transform how they                                                                        56%
                                        separate departments,                  engage with them          I trust companies to use AI in a
                                          not one company                                                way that benefits me                         I can think of an example of AI
                                                                                                                         54%                          I use every day
                                                                                                         I'm open to the use of AI to                              44%
                                                                                                         improve my experiences                                 37%
                                                                                                                            63%                           24%
I would rather use self-service for                     I expect companies to communicate
  90% questions/issues
simple                                                  with me in real time
                  59%                                                          74%
                                                                                                                          Trust Becomes More Important, Yet More Elusive

                                                                                                         I believe trust in companies matters         I don’t believe companies care
                                                                                                         more than it did a year ago                  about the security of my data
Customers Who List the Following as Preferred Channels                                                                           71%                           36%

                                           52%
                                                                                                         I have stopped buying from a company         I believe most companies aren’t
Online chat/live support                                                       51%                       that did something distrustful               transparent about how they use my data
(e.g., popup windows on website)                                       37%                64%                              62%                                       51%

Mobile app                                 40%                        30%
                                                                            32%
                                                                                       55%
                                                                                                                                Corporate Values Sway Buying Decisions
Online communities
(i.e., forums)                             27%                 22%
                                                                       26%
                                                                             32%                         I believe a company’s ethics matter          I won’t buy from companies

                                           23%
                                                                                                         more than they did a year ago                that don’t value equality
                                                                20%
                                                             17%             34%                                                71%                                       63%
Text/SMS
                                                                                                         I actively seek to buy from                  I actively seek to buy from
Voice assistants
(e.g., Siri, Alexa)                         19%              16%
                                                                20%
                                                                   21%
                                                                                                         philanthropic companies
                                                                                                                           54%
                                                                                                                                                      environmentally sustainable companies
                                                                                                                                                                                75%

                                                                                                                                                                              Salesforce Research
Country Profile                                                                                                                                    State of the Connected Customer          34

Japan (535 customers)

     Extraordinary Experiences Raise the Bar for Customer Engagement                                         New Expectations Shift the Digital Transformation Playbook

    All Customers          Millennials/Gen Zers           Gen Xers           Silents/Baby Boomers

                                                                                                                    71%
                                                                                                                                                 I use a connected device
                                                                                                                                                    21%
                                                                                                                                                      26%
                                                                                                              of customers expect
                                                                                                                                                    21%
                                                                                                             companies to use new

            58%
          of customers
                                               54%
                                          of customers say it
                                                                               35%
                                                                            of customers say
                                                                                                             technologies to create
                                                                                                               better experiences                I view voice assistants as revolutionary
                                                                                                                                                                   55%
        expect connected               generally feels like they're       companies need to                                                                       53%
           experiences                   communicating with               transform how they                                                                    49%
                                        separate departments,              engage with them         I trust companies to use AI in a
                                          not one company                                           way that benefits me                         I can think of an example of AI
                                                                                                                      59%                        I use every day
                                                                                                    I'm open to the use of AI to                      28%
                                                                                                    improve my experiences                             29%
                                                                                                                    55%                             22%
I would rather use self-service for                     I expect companies to communicate
  90% questions/issues
simple                                                  with me in real time
                         73%                                              55%
                                                                                                                     Trust Becomes More Important, Yet More Elusive

                                                                                                    I believe trust in companies matters         I don’t believe companies care
                                                                                                    more than it did a year ago                  about the security of my data
Customers Who List the Following as Preferred Channels                                                                       74%                             42%

                                             27%
                                                                                                    I have stopped buying from a company         I believe most companies aren’t
                                                               16% 27%                              that did something distrustful               transparent about how they use my data
Mobile app                                                                   39%                                          69%                                       64%

Text/SMS                                     24%               16% 27%
                                                                      28%
                                                                                                                           Corporate Values Sway Buying Decisions
Online communities
(e.g., forums)                               19%             11% 21%
                                                                       25%                          I believe a company’s ethics matter          I won’t buy from companies

                                             18%
                                                                                                    more than they did a year ago                that don’t value equality
Online chat/live support                                     11% 20%                                                        74%                                    57%
(e.g., popup windows on website)                                       24%
                                                                                                    I actively seek to buy from                  I actively seek to buy from
Voice assistants
(e.g., Siri, Alexa)                          13%             11% 14%
                                                                  15%
                                                                                                    philanthropic companies
                                                                                                                       56%
                                                                                                                                                 environmentally sustainable companies
                                                                                                                                                                    56%

                                                                                                                                                                         Salesforce Research
Country Profile                                                                                                                                         State of the Connected Customer          35

Singapore (535 customers)

     Extraordinary Experiences Raise the Bar for Customer Engagement                                              New Expectations Shift the Digital Transformation Playbook

    All Customers          Millennials/Gen Zers           Gen Xers                Silents/Baby Boomers

                                                                                                                         82%
                                                                                                                                                      I use a connected device
                                                                                                                                                                                    85%
                                                                                                                                                                                     86%
                                                                                                                   of customers expect
                                                                                                                                                                                    84%
                                                                                                                  companies to use new

             78%
          of customers
                                               66%
                                          of customers say it
                                                                                    70%
                                                                                of customers say
                                                                                                                  technologies to create
                                                                                                                    better experiences                I view voice assistants as revolutionary
                                                                                                                                                                    48%
        expect connected               generally feels like they're           companies need to                                                                          57%
           experiences                   communicating with                   transform how they                                                                         58%
                                        separate departments,                  engage with them          I trust companies to use AI in a
                                          not one company                                                way that benefits me                         I can think of an example of AI
                                                                                                                             63%                      I use every day
                                                                                                         I'm open to the use of AI to                                   56%
                                                                                                         improve my experiences                                        53%
                                                                                                                                  75%                            41%
I would rather use self-service for                     I expect companies to communicate
  90% questions/issues
simple                                                  with me in real time
                          76%                                                 71%
                                                                                                                          Trust Becomes More Important, Yet More Elusive

                                                                                                         I believe trust in companies matters         I don’t believe companies care
                                                                                                         more than it did a year ago                  about the security of my data
Customers Who List the Following as Preferred Channels                                                                               81%                           44%

                                           56%
                                                                                                         I have stopped buying from a company         I believe most companies aren’t
                                                                                    59%                  that did something distrustful               transparent about how they use my data
Mobile app                                                                  47%        60%                                       73%                                         74%

Online chat/live support
(e.g., popup windows on website)           56%                          42%
                                                                                    60%
                                                                                          62%                                   Corporate Values Sway Buying Decisions

Text/SMS                                    41%                        39%
                                                                             42%
                                                                                44%                      I believe a company’s ethics matter
                                                                                                         more than they did a year ago
                                                                                                                                                      I won’t buy from companies
                                                                                                                                                      that don’t value equality
Online communities
(i.e., forums)                             40%                        30%
                                                                             42%
                                                                                   45%
                                                                                                                                  77%

                                                                                                         I actively seek to buy from
                                                                                                                                                                     50%

                                                                                                                                                      I actively seek to buy from
Voice assistants
(e.g., Siri, Alexa)                        30%                  25%
                                                                       29%
                                                                             35%
                                                                                                         philanthropic companies
                                                                                                                            56%
                                                                                                                                                      environmentally sustainable companies
                                                                                                                                                                            64%

                                                                                                                                                                              Salesforce Research
Country Profile                                                                                                                                     State of the Connected Customer          36

Spain (536 customers)

     Extraordinary Experiences Raise the Bar for Customer Engagement                                          New Expectations Shift the Digital Transformation Playbook

    All Customers          Millennials/Gen Zers           Gen Xers            Silents/Baby Boomers

                                                                                                                    84%
                                                                                                                                                  I use a connected device
                                                                                                                                                                               83%
                                                                                                                                                                              79%
                                                                                                               of customers expect
                                                                                                                                                                             76%
                                                                                                              companies to use new

            70%
          of customers
                                                  61%
                                          of customers say it
                                                                                   49%
                                                                               of customers say
                                                                                                              technologies to create
                                                                                                                better experiences                I view voice assistants as revolutionary
                                                                                                                                                                         67%
        expect connected               generally feels like they're          companies need to                                                                          66%
           experiences                   communicating with                  transform how they                                                                       60%
                                        separate departments,                 engage with them       I trust companies to use AI in a
                                          not one company                                            way that benefits me                         I can think of an example of AI
                                                                                                                        60%                       I use every day
                                                                                                     I'm open to the use of AI to                        31%
                                                                                                     improve my experiences                        15%
                                                                                                                         65%                            10%
I would rather use self-service for                     I expect companies to communicate
  90% questions/issues
simple                                                  with me in real time
                 57%                                                           77%
                                                                                                                      Trust Becomes More Important, Yet More Elusive

                                                                                                     I believe trust in companies matters         I don’t believe companies care
                                                                                                     more than it did a year ago                  about the security of my data
Customers Who List the Following as Preferred Channels                                                                      68%                             39%

                                           36%
                                                                                                     I have stopped buying from a company         I believe most companies aren’t
Online chat/live support                                               30%    48%                    that did something distrustful               transparent about how they use my data
(e.g., popup windows on website)                                26%                                                          73%                                   59%

Mobile app                                 30%                19%
                                                                      24%    44%
                                                                                                                            Corporate Values Sway Buying Decisions
Online communities
(i.e., forums)                              18%              11% 14%
                                                                        25%                          I believe a company’s ethics matter          I won’t buy from companies

                                             11%
                                                                                                     more than they did a year ago                that don’t value equality
                                                             9% 11%
                                                                                                                            72%                                       63%
Text/SMS                                                         12%
                                                                                                     I actively seek to buy from                  I actively seek to buy from

                                             7%
                                                             4%
Voice assistants                                               5%                                    philanthropic companies                      environmentally sustainable companies
(e.g., Siri, Alexa)                                             11%                                                   52%                                               65%

                                                                                                                                                                          Salesforce Research
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