Last Look StaStatte oe of the Cf the Conneconnectted Ced Cuuststomeromer 2222 The Values That Drive Loyalty Winning customers — let alone their loyalty 01 EXPERIENCE — has never been more challenging than it is today. In a time when great products and services alone won’t cut it, companies have Today’s connected customers have more access to information — and more choice in who to go the extra mile. they give their business to — than ever before. At the same time, they’re harder to impress. We asked the consumers and business The experience that a company provides is what stands out in customers’ minds when it’s buyers in our survey about a dozen time to swipe their credit card. Sixty-four percent of customers say providing an corporate values and their impact on their excellent customer experience strengthens their loyalty. loyalty to a company. Here are the top three factors they told us are most important. 02 CUSTOMER SUCCESS Companies focused on quick sales will face strong headwinds in today’s customer landscape. Customers take their time when evaluating purchases — whether to compare options online, ask friends on social media for references, or use a different device. Winning customers today requires demonstrating a firm understanding of their unique needs, objectives, and circumstances. It also takes an ongoing investment in the relationship well after the deal is done. Sixty-one percent of customers say a commitment to their success or satisfaction strengthens their loyalty. 03 DATA GUARDIANSHIP Customers are wary of how companies use and protect their data, and with good reason. When privacy policies require a law degree to decipher, and “trusted” brands experience major breaches with alarming frequency, it’s natural for privacy and security practices to come under the microscope. Still, customers expect companies to leverage data insights and new technologies to take their experiences to a whole new level. Companies that view these seemingly opposing trends as an opportunity, rather than an impediment to their business, are already on the right track. Fifty-four percent of customers say a commitment to safeguarding their data strengthens their loyalty. Salesforce Research Salesforce Research