CHAPTER 1 CHAPTER 2 CHAPTER 3 The Customer Crisis In fact, 89% of B2B buyers expect companies to understand their needs and expectations. But businesses are not meeting customer demands to deliver the seamless, connected experiences customers want in the Fourth Industrial Revolution. Companies are not making the right recommendations at the right times, losing out to competitors who can. The question for every company becomes: How will you adapt? How will you shift your strategy to meet your customers’ needs? Source: “State of the Connected Customer,” Salesforce Research, October 2016