State of the Connected Customer Country Profile: Nordics 35 300 Consumers & 123 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 52% of all customers experiences to keep my business products/services more frequently than before 53% 39% 46% 53% say their standard for good customer 54% 58% 53% experiences is higher than ever 32% 41% I will pay more for a great experience recognize the good that can come from AI 57% 65% of all customers 42% of all customers 61% 67% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 50% 53% important as its products/services their expectations of companies open to AI improving the customer experience 50% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 83% of business buyers 49% of business buyers 72% 68% believe AI presents good opportunities for society 60% want the same experience as when they’re say AI is already or actively transforming 62% 71% their expectations of companies open to AI improving the customer experience buying for themselves 59% 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 45% their expectations of companies open to AI improving the customer experience 81% of all customers 11 channels are used, 10 channels are used, 47% 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% 62% Channels When Communicating with Companies 31% 52% 53% 66% Online portals 42% 85% Text/SMS 40% 80% Top Actions That Increase Customer Trust Mobile apps 40% 75% Giving me control Being transparent over what information Having a strong about how my Online communities 31% 69% is collected about me privacy policy information is used Voice-activated personal assistants (e.g., Siri, Alexa) 11% 35% Giving me control Being transparent over what information Having a strong about how my Prefer to use Total use is collected about me privacy policy information is used Salesforce Research