Salesforce-2019年联网消费者报告（英文）-2019.6-63页_3mb

Summary of "State of the Connected Customer" (Third Edition)

Core Content

This report, based on a survey of over 8,000 consumers and business buyers worldwide, explores the evolving expectations of customers in the digital age. It highlights the increasing importance of personalized, real-time, and connected customer experiences, as well as the growing influence of trust and corporate values in shaping buying decisions.

Main Points

1. Extraordinary Experiences Raise the Bar for Customer Engagement

• Customers now expect tailored, contextualized engagement across multiple touchpoints.
• 73% of customers say one extraordinary experience raises their expectations of other companies.
• 71% of customers expect companies to communicate in real time.
• 69% of customers expect connected experiences, where preferences and past interactions are known across all touchpoints.
• 52% of customers, including 56% of consumers, feel companies are generally impersonal.

2. New Expectations Shift the Digital Transformation Playbook

• 67% of customers expect companies to provide new products and services more frequently.
• 75% of customers expect companies to use new technologies to create better experiences.
• 58% of customers say emerging technologies are changing their expectations.
• AI is becoming a mainstream tool, with 62% of customers open to its use to improve experiences.
• However, only 47% of consumers trust companies to use AI in a beneficial way, and 33% think companies are transparent enough about AI usage.

3. Trust Becomes More Important, Yet More Elusive

• 73% of customers say trust in companies matters more than it did a year ago.
• 54% of customers say it's harder than ever for companies to earn their trust.
• 89% of customers are more loyal to companies they trust.
• 65% of customers have stopped buying from companies they consider distrustful.
• 46% of customers feel they have lost control over their data.
• 63% of customers say most companies are not transparent about how their data is used.

4. Corporate Values Sway Buying Decisions

• 73% of customers say a company's ethics matter more than they did a year ago.
• 76% of customers believe companies should give back to the communities they serve.
• 78% of customers think companies are responsible for reducing climate change.
• 74% of customers say a company's sustainability practices matter more than they did a year ago.
• 71% of customers expect companies to clearly state their position on equal rights.
• 77% of customers think companies are responsible for ensuring equal access to technology-driven opportunities.

Key Insights

• Personalization is now a baseline expectation, but many companies are still struggling to meet it.
• Real-time and omnichannel engagement is critical, with 55% of customers preferring digital channels over traditional ones.
• Connected experiences are expected, but siloed departments often prevent this, with 59% of customers feeling like they are interacting with separate departments rather than a unified company.
• Trust is inextricably linked to customer loyalty and is now more important than ever, with security and transparency playing a key role.
• Corporate values, including sustainability, ethics, and equal opportunity, are increasingly influencing buying decisions.
• Voice technologies and AI are becoming more integrated into customer interactions, with 27% of customers using voice assistants daily.
• Privacy concerns are significant, with 48% of customers having stopped buying from companies due to privacy issues.

Customer Segments

• Millennials/Gen Zers:

  • Prefer mobile apps and voice assistants.
  • More likely to buy directly from brands.
  • Strongly value corporate ethics and sustainability.

• Gen Xers:

  • Also prefer mobile apps and voice assistants.
  • Emphasize connectedness and efficiency.

• Silents/Baby Boomers:

  • Prefer email and in-person interactions.
  • Less likely to use voice assistants or mobile apps.
  • Still value corporate ethics and trust.

Conclusion

The modern customer is connected, empowered, and discerning, with high expectations for personalization, real-time interaction, and transparency. Trust and corporate values are now central to customer relationships, and companies must adapt to these evolving standards to remain competitive. The rise of AI and voice technologies is reshaping customer engagement, but privacy concerns and data transparency remain critical challenges. Ultimately, digital transformation is not just about technology, but about rethinking the entire customer experience to meet the demands of a new generation of consumers and business buyers.