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State of the Connected Customer Report

We surveyed 14,300 consumers and business buyers worldwide to discover the trends shaping the future of customer engagement.

Discover:

How economic shifts have reshaped customer expectations and behaviors
The changing ways that customers engage with companies across the buying lifecycle
Customer sentiments around new technologies like generative artificial intelligence (AI)

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A shopper on her mobile phone discovers beauty products.

A shopper on her mobile phone discovers beauty products.

AI Gets More Powerful — and Mainstream

Generative AI has captivated the world with its ability to create brand new content like text, imagery, and video. Customers have many feelings about it — especially curiosity.

Q24 DASH COUNTRY

Filter selections that yield a sample size below 25 will not be shown. Ties will occur when the count of responses is equal for different sentiments.

A shopper uses his mobile phone to schedule an appointment with a personal stylist.

A shopper uses his mobile phone to schedule an appointment with a personal stylist.

Trust Is a Differentiator

Customers’ favorite brands differentiate themselves by grounding engagement in trust. These brands are more likely to be transparent, respect privacy, and adapt to customers' changing needs.

Q7/Q10 DASH AGE GROUP

Filter selections that yield a sample size below 25 will not be shown. Base: Consumers who have a favorite brand.

An employee creates a personalized offer based on a shopper's page view history.

An employee creates a personalized offer based on a shopper's page view history.

Ethical AI Presents an Opportunity

Customers are wary of AI’s ethical risks, underscoring a strategic opportunity for companies to leverage the technology in innovative ways grounded in trust. In total, 68% of customers say advances in AI make it more important for companies to be trustworthy.

Q16 COUNTRY DASH

Filter selections that yield a sample size below 25 will not be shown.

An employee creates a personalized offer based on a shopper's page view history.

An employee creates a personalized offer based on a shopper's page view history.

The Future of Customer Experience Is Human-AI Partnership

Customers welcome automation, but human connection remains essential.

Filter selections that yield a sample size below 25 will not be shown.

More Resources

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Report

Insights on changing trends, priorities, and challenges defining the profession according to 6,000 global marketers and trillions of outbound marketing messages.

Customer 360 - Complete Salesforce Products & Software Suite

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Article

Learn how the world’s #1 CRM helps connect to your customers by uniting sales, service, marketing, commerce, IT, and analytics.

A man holding a tablet next to Astro, with the text "find out how to unite your company around your customers"

Solution

Discover how our Customer 360 products and services can tailor a solution to your business needs by answering four quick questions.

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Questions? Call us at +353 14403500

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