SECONDEDITIONStateoftheConnectedCustomerInsightsfrom6,700+consumersandbusinessbuyersontheintersectionofexperience,technology,andtrust2StateoftheConnectedCustomerSalesforceResearchAboutThisReportForthissecondedition“StateoftheConnectedCustomer”report,SalesforceResearchsurveyedover6,700consumersandbusinessbuyersworldwidetodiscover:•Howcustomers’expectationsofcompaniesarechanging•Whichemergingtechnologiesareinfluencingthefutureofcustomerexperience•Whycustomertrustisincreasinglyimportant,andhowcompaniescanfosteritDatainthisreportisfromadouble-blindsurveyconductedfromMarch26–April12,2018,thatgeneratedresponsesfrom6,723individualsinAustralia/NewZealand,Brazil,Canada,France,Germany,HongKong,India,Japan,Mexico,theNetherlands,theNordics,Singapore,theUnitedKingdom,andtheUnitedStates.Allrespondentsarethird-partypanelists(notlimitedtoSalesforcecustomers).Seepage56fordetailedrespondentdemographics.1,3509002,2232,250SalesforceResearchprovidesdata-driveninsightstohelpbusinessestransformhowtheydrivecustomersuccess.Browseallreportsatsalesforce.com/research.3StateoftheConnectedCustomerSalesforceResearchAboutThisReportInthisreport,weexaminesurveyresultsfromthreeprimarygroups:ConsumersThosereportingontheirinteractionswithcompanieswhenpurchasingforthemselvesBusinessBuyersThosereportingontheirinteractionswithcompanieswhenpurchasingonbehalfoftheiremployersCustomersAggregatedconsumersandbusinessbuyersDuetorounding,notallpercentagesmayaddtothesumtotal.Allcomparisoncalculationsaremadefromtotalnumbers(notroundednumbers).3StateoftheConnectedCustomerSalesforceResearchConsumersBusinessBuyersAllCustomers4StateoftheConnectedCustomerSalesforceResearchContentsExecutiveSummary.....................................................................................................................................................5CustomerExpectationsHitAll-TimeHighs..................................................................................................6CompaniesFaceaNewConnectedMandate.....
