State of the Connected Customer Appendix 46 Companies Face a New Connected Mandate Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers Net Important vs. Net Important vs. Net Important vs. Important Unimportant Difference Unimportant Important Unimportant Difference Unimportant Important Unimportant Difference Unimportant BEFORE THEY BUY Easy-to-access product information 53% 2% 51% 26.5x 51% 3% 48% 18.1 50% 5% 45% 10.5x more likely more likely more likely User-generated content (e.g., product reviews, photos, testimonials, and 27% 18% 8% 1.5x 36% 15% 21% 2.4 44% 11% 33% 4.1 other content from other customers) more likely more likely more likely Personalized offers 24% 23% 1% — 33% 15% 18% 2.2 39% 12% 28% 3.4 (i.e., a discount based on my purchase history) more likely more likely Personalized communications 22% 26% -4% 1.2x 28% 20% 8% 1.4 37% 15% 22% 2.5 (e.g., email newsletters, etc.) less likely more likely more likely Retargeted offers (i.e., ads on one channel based on my actions on another 14% 32% -18% 2.3x 25% 23% 3% 1.1 33% 17% 16% 2.0 channel, like an online ad for a previously viewed product) less likely more likely more likely Personalized ads across all channels 13% 38% -24% 2.9x 20% 29% -9% 1.4 31% 19% 11% 1.6 (e.g., online ads, mobile, social media, etc.) less likely less likely more likely WHEN THEY BUY Knowledgeable salespeople 51% 3% 48% 19.4x 50% 3% 47% 19.5 51% 5% 46% 10.7 more likely more likely more likely Quick and easy checkout 50% 2% 48% 24.5x 51% 3% 48% 16.9 50% 5% 46% 10.4 more likely more likely more likely Product comparison tools 37% 8% 29% 4.7x 43% 7% 36% 6.4 45% 7% 39% 7.0 more likely more likely more likely Seamless transitions between channels 30% 13% 17% 2.3x 36% 10% 27% 3.8 43% 9% 34% 5.0 (e.g., online to in-store) more likely more likely more likely Mobile apps 22% 29% -7% 1.3x 33% 17% 17% 2.0 41% 11% 30% 3.8 less likely more likely more likely Product recommendations (that match my buying habits) 20% 26% -6% 1.3x 28% 20% 8% 1.4 38% 14% 25% 2.8 less likely more likely more likely AFTER THEY BUY Service agents that are empowered to resolve my issue 51% 3% 48% 15.5 48% 4% 44% 11.1 50% 5% 45% 9.7 (i.e., with information, tools, and decision-making authority) more likely more likely more likely Real-time messaging when I need service 38% 11% 28% 3.6 42% 9% 33% 4.6 44% 8% 36% 5.6 more likely more likely more likely Availability of my preferred service channels 34% 9% 25% 3.8 39% 7% 33% 5.7 43% 7% 36% 6.0 more likely more likely more likely Self-service tools 35% 9% 26% 3.9 39% 8% 31% 4.8 42% 7% 35% 5.8 (e.g., account portals, FAQ) more likely more likely more likely Customer service that comes to me (i.e., mobile service agents with the 29% 17% 11% 1.7 35% 14% 21% 2.6 40% 11% 29% 3.5 same information and capabilities as those in a call center) more likely more likely more likely Proactive service 26% 18% 9% 1.5 32% 16% 17% 2.1 39% 12% 28% 3.4 (e.g., based on IoT) more likely more likely more likely Online communities 18% 37% -18% 2.0 28% 26% 3% 1.1 38% 16% 22% 2.4 (e.g., customer forums) less likely more likely more likely Automated service assistants 12% 33% -21% 2.7 21% 26% -6% 1.3 31% 17% 14% 1.8 (e.g., chatbots) less likely more likely more likely Net difference is based on the percentage of respondents viewing a quality as important and those viewing it as unimportant using the following formula: (important - unimportant). Respondents were not required to rate a quality as important or unimportant. Data is based off respondents who elected to rate a quality as such. Salesforce Research