State of the Connected Customer Customers Balance Personalization and 20 04 Privacy Amid a Crisis of Trust On the surface, it may seem that companies Customers Will Swap Data for a Better Experience face a paradox: How can they provide personalized experiences when customers Percentage of Customers Who Are Willing to Share Relevant Information About don’t trust them with the data necessary to Themselves for the Following provide them? As it turns out, customers are actually Connections between digital and ACROSS THE JOURNEY fine with companies using their personal in-person experiences 82% information for the stated purpose of Consistent interactions across every channel meeting their elevated expectations. 80% Overwhelming majorities are willing to share relevant personal information (or in the case Contextualized interactions 79% of business buyers, professional information) Connected devices or services 75% in exchange for perks like personalized offers, personalized shopping experiences, and BEFORE THEY BUY consistent omni-channel interactions. Personalized offers or discounts 88% 79% of customers are Personalized online shopping experiences 80% willing to share relevant Personalized in-store shopping experiences 80% information about Personalized product recommendations 79% themselves in exchange for contextualized WHEN & AFTER THEY BUY interactions in which Simpler purchasing process 88% they’re immediately Proactive customer service 85% known and understood. More consultative help from salespeople 81% In other words, companies that stay true See appendix pages 53-54 for consumer, business buyer, and generational segmentations. to using data to provide a better overall experience have a green light to create truly differentiated customer journeys. As other research has shown, this opens up broad opportunities for firms in the media, healthcare, and banking sectors, and everywhere in between. Salesforce Research