State of the Connected Customer Regional Profile: North America 38 900 Consumers & 450 Business Buyers in Canada and the U.S. 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 67% of all customers experiences to keep my business products/services more frequently than before 61% 44% 52% 51% say their standard for good customer 53% 60% 65% experiences is higher than ever 40% 48% I will pay more for a great experience recognize the good that can come from AI 70% 78% of all customers 42% of all customers 59% 75% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 49% 68% important as its products/services their expectations of companies open to AI improving the customer experience 48% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 81% of business buyers 48% of business buyers 64% 72% believe AI presents good opportunities for society 65% want the same experience as when they’re say AI is already or actively transforming 56% 75% their expectations of companies open to AI improving the customer experience buying for themselves 56% recognize the good that can come from AI 40% of consumers 57% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 45% their expectations of companies open to AI improving the customer experience 85% of all customers 10 channels are used, 9 channels are used, 44% 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 47% 75% Channels When Communicating with Companies 40% 66% 50% 79% Online portals 43% 81% Mobile apps 41% 80% Top Actions That Increase Customer Trust Text/SMS 44% 79% Giving me control Being transparent over what information Having a strong about how my Online communities 19% 55% is collected about me privacy policy information is used Voice-activated personal assistants (e.g., Siri, Alexa) 18% 47% Giving me control Showing a commitment over what information Having a strong to protecting my Prefer to use Total use is collected about me privacy policy information Salesforce Research