State of the Connected Customer Country Profile: United States 24 600 Consumers & 300 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 65% of all customers experiences to keep my business products/services more frequently than before 61% 41% 51% 52% say their standard for good customer 48% 57% 65% experiences is higher than ever 37% 48% I will pay more for a great experience recognize the good that can come from AI 71% 77% of all customers 42% of all customers 58% 76% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 46% 68% important as its products/services their expectations of companies open to AI improving the customer experience 44% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 82% of business buyers 46% of business buyers 63% 73% believe AI presents good opportunities for society 66% want the same experience as when they’re say AI is already or actively transforming 52% 77% their expectations of companies open to AI improving the customer experience buying for themselves 52% recognize the good that can come from AI 39% of consumers 56% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 43% their expectations of companies open to AI improving the customer experience 85% of all customers 10 channels are used, 9 channels are used, 41% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 48% 79% Channels When Communicating with Companies 43% 72% 51% 82% Text/SMS 47% 82% Mobile apps 41% 82% Top Actions That Increase Customer Trust Online portals 43% 81% Giving me control Asking for my over what information Having a strong explicit consent to Online communities 16% 52% is collected about me privacy policy use my information Voice-activated personal assistants (e.g., Siri, Alexa) 18% 48% Giving me control Asking for my over what information Having a strong explicit consent to Prefer to use Total use is collected about me privacy policy use my information Salesforce Research