Salesforce’s “State of the Connected Customer” Study Shows Focus on Customer Experience Remains Imperative
Salesforce has released the fifth edition of the State of the Connected Customer report, which shares insights from nearly 17,000 consumers and business buyers in 29 countries on the new digital landscape of customer engagement.
The study pointed out that, for 95% of Brazilians, the experience offered by a brand is as important as the products and services, which represents an increase of 3% compared to the last edition of the report.
In addition, the survey also revealed an economy based on tailor-made trust and 88% of Brazilians interviewed believe that the relationship of trust between consumer and brand becomes more relevant in periods of change.
“With the changes that have taken place over the last year and those that are yet to come, focusing on your customers’ needs and expectations should be your primary commitment to building trust,” said Fabio Costa, General Manager, Salesforce.
As priorities and behaviors shift, established brand loyalties are undergoing tests of strength. According to the survey, 58% of Brazilian consumers said they have made purchases in new ways since 2020 and about eight in ten consumers have switched brands at least once in the last year.
With primarily digital use, the study found that the norms of commerce, work and everyday life have changed, leading customers and brands to re-establish the way they connect.
Brazilian consumers have estimated that 66% of their contacts with brands and companies will be through digital channels, and when they look at the next three years, they believe that shopping via mobile devices (76%), contactless payments (74%), shopping via social networks (72%) and virtual experiences 72%) will be the most used services and technologies.
As customers continue to prioritize online channels for their brand experiences, companies need to rethink digital interactions that engage customers in a flexible, thoughtful and personal way.
“Understanding each of their customers as an individual and unique being, companies are able to gain, build and maintain the main pillar of consumer and corporate customer relationships: trust,” added Costa.
Data from the State of the Connected Customer report is from a double-blind study of 13,020 consumers and 3,916 business buyers in North America, South America, Europe, Africa and Asia Pacific.
Data were collected between December 8, 2021 and February 1, 2022.
