State of the Connected Customer Appendix 53 Customers Balance Personalization and Privacy Amid a Crisis of Trust Percentage of Customers Who Are Willing to Share Relevant Information About Themselves for the Following, by Customer Type ACROSS THE JOURNEY BEFORE THEY BUY WHEN & AFTER THEY BUY Connections between digital and in-person experiences Personalized offers or discounts Simpler purchasing process 79% 86% 86% 88% 91% 92% Consistent interactions across every channel Personalized online shopping experiences More consultative help from salespeople 76% 78% 78% 88% 86% 88% Contextualized interactions Personalized in-store shopping experiences Proactive customer service 76% 77% 83% 86% 86% 90% Connected devices and services Personalized product recommendations 71% 77% Consumers 83% 85% Business Buyers Salesforce Research