State of the Connected Customer Appendix 54 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 Generation ACROSS THE JOURNEY BEFORE THEY BUY WHEN & AFTER THEY BUY Connections between digital and in-person experiences Personalized offers or discounts Simpler purchasing process 72% 81% 82% 82 87 87 % % % 90% 93% 92% Consistent interactions across every channel Personalized online shopping experiences More consultative help from salespeople 67% 69% 72% 80% 79% 80% 88% 89% 88% Contextualized interactions Personalized in-store shopping experiences Proactive customer service 67% 69% 78% 78 78 83 % % % 87% 88% 91% Connected devices and services Personalized product recommendations 58% 67% Traditionalists/Baby Boomers 74% 78% Gen Xers 87% 88% Millennials/Gen Zers Salesforce Research