Marketing Trends across Financial Services 13 Connecting the Customer Journey Influences Loyalty and Acquisition While the term "customer journey" was just hatching a Percentage of Financial Services Marketing decade ago, it's now top of mind -and with good Leaders Who Say a Connected Customer r easo n. The positive benefits assoc iated with customer Journey Positively Impacts the Following JOurney efforts speak for themselves, as detailed in this chart Reve nue growth 74% 7 °/o of marketing leaders in the financial Customers' willingness to recommend our products/serv ices services sector say that creating a connected customer 70% JOurney has positively impacted their customers' Customer satisfaction (CSAT ) scores willin gness to recommend their products and services. 68% Customer recommendations are not only a si Customer loyalty gn of advocacy but a 67% springboard for new custo mer acq uisition. Sixty-one percent of consumers say they're Overall customer engage ment li kely to pu rchase products and services recommended to them by friends or family* 66% High-performing marketers in the financial services Customer churn rates sector are 2.6x more likely than underperformers to say 64% creating a connected customer journey has positively influenced customer loya lty. • "State of the Connected Customer," Salesforce Resea rch, October 2016.