Key Findings from Salesforce’s “State of the Connected Customer”

Salesforcce Research surveyed more than 7,000 consumers and business buyers to understand what makes the modern customer tick and how technology is changing the way customers think.

I read it in full, and one thing is clear: to be successful in the modern age, businesses need to place customers at the centre of their business, as digital conversations can make or break brands, and customers have “boundless” access to online content that drives decisions. Customer-Centric Service Is Personal, Immediate, and Always Available. Customers are more than willing to give their loyalty to companies that provide anytime, immediate, personalized customer service and self-service options.

1.    Constant Connectivity Is a Way of Life. We live in a world of constant connectivity. People are now managing every aspect of daily communications from their mobile device(s), especially younger generations. Customers now have boundless access to online content that drives decisions.

2.    Customer loyalty no longer depends on the quality of the offered products or services, but rather on the accuracy and ease of the customer experience. Customers now hold brands to new standards, and they expect companies to use technology that provides more proactive, intelligent exchanges, demonstrating that they understand them.

3.    Technology Puts Customers in the Driver’s Seat of Their Buying Journeys. They don’t just drive their own buying journeys but increasingly have the power to influence those of their peers. The connected business buyer has upended traditional vendor relationships by harnessing new technologies to be more in control of purchasing decisions

4.    Customers Demand Real-Time Interactions. The implications of the culture of immediacy are even greater among business buyers. They have higher expectations as their businesses evolve to instantly meet their own customers’ demands. Business buyers want speedy, personalized service from informed customer service agents.

5.    Customers Want to Be Treated Like People, Not Numbers. Connected customers want to be heard, understood, remembered, and respected. Ultimately, they want to be treated like people — and intelligent applications of customer data can help companies deliver experiences with a human touch, at scale.

6.    Business Buyers Choose Vendors Who Understand Their Unique Needs. Trust and knowledge are of utmost importance to business buyers, and they want to partner with brands that understand how to bring the most value to their unique business.

7.    Customers Expect Made-to-Measure Sales Experiences. Customers don’t want to hear sales pitches — they just want to be helped by informed sales reps. Informed Sales Reps Earn Business Buyers’ Trust Business buyers need sales reps who understand their existing relationships, have market knowledge, and don’t try to sell them unnecessary products.