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According to Forrester, the consumer landscape has changed. Consumers are more empowered
than ever, have more choices available to them, and have greater expectations from the brands they
purchase from and engage with.The recent State of the Connected Customer report by Salesforce
polled over 7,000 consumers and business buyers to find out what those customer expectations
are and how business leaders can respond to them.
A significant finding from the report was that delivering personalized experiences drives
customer loyalty. 70% of consumers said a company’s understanding of their individual needs
influences their loyalty, and 69% said the same of personalized customer care. According to the
findings, 61% of Millennials are happy to share personal data if it leads to a more personalized
in-store or online shopping experience, and 58% will share personal data to power product
recommendations that match their needs.
In addition to expecting a personalized experience, customers also expect companies to leverage
their data to make predictions about their next likely action with a brand. By 2020, 75% of business
buyers expect companies that can anticipate their needs and make relevant suggestions.
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