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Salesforce published the fourth edition of its State of the Connected Customer research report, an annual study of how customer expectations and behaviors are changing as businesses, technology and society at large evolve. This year’s survey was our largest and most global yet, soliciting over 15,000 responses across 27 countries and six continents.
The report provides a snapshot of how customer engagement is transforming with unprecedented scale and speed against the backdrop of simultaneous public health, economic, social, environmental and leadership crises.
“Regardless of who they market, sell or provide services to, businesses are navigating a landscape they couldn’t have imagined at the beginning of this year,” says Vala Afshar, Chief Digital Evangelist at Salesforce. “A massive shift to digital channels isn’t the only challenge that leaders have to grapple with. They also need to listen and respond to customer demands for empathy and understanding, innovative products and services, and a fundamental rethinking of the role of businesses in society. Connecting customers’ various touch points — digital, human or otherwise—to gain a holistic understanding is the first step on the path to resiliency and growth.”
To read the full report, please go HERE.
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