State of the Connected Customer 02 Companies Face a New Connected Mandate 11 What experiences are customers looking for Before They Buy, Marketing Personalization Matters before they even make a purchase? Many say that user-generated content — such as Likelihood of Customers Rating Each Quality as Important vs. Unimportant product reviews and photos from other customers — is important. Important Important Consumers Unimportant Unimportant Business Buyers Personalization is another common thread that customers say is important. Even if a User-generated content customer hasn’t interacted with a company, (e.g., product reviews, photos, testimonials, and other they still want to feel known. Customers are 2.4x content from other customers) 2.9x 2.1x more likely to view personalized offers as more likely more likely important, versus unimportant. Personalized offers 1.9x (i.e., a discount based on my purchase history) 2.7x 59% of customers say more likely more likely tailored engagement based on past Personalized communications interactions is very 1.3x (e.g., email newsletters, etc.) 2.2x important to winning more likely more likely their business. Retargeted offers (i.e., ads on one channel based on my actions on another 1.1x channel, like an online ad for a previously viewed product) 1.8x One area where business buyers differ from less likely more likely consumers is advertising. Business buyers place more importance on retargeted offers Respondents were not required to rate a quality as important or unimportant. and personalized cross-channel ads than Data is based off respondents who elected to rate a quality as such. Not a complete list. See appendix page 46 for a full list broken by generational segmentations. do consumers. SalesforSalesforcce Re Researesearchch