State of the Connected Customer Appendix 43 Customer Expectations Hit All-Time Highs Percentage of Customers Who Agree with the Following, by Customer Type Consumers Business Buyers 79% 74% 74% 63% 81% 81% 79% 74% 80% 76% 76% 67% of customers of customers of customers of customers say the experience a expect companies say it’s easier than are willing to pay more company provides is to understand their ever to take their for a great experience as important as its needs and expectations business elsewhere products/services Percentage of Customers Who Agree with the Following, by Generation Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers Say the experience a company provides is Expect companies to understand Say it’s easier than ever to take Are willing to pay more as important as its products/services their needs and expectations their business elsewhere for a great experience 76% 69% 74% 57% 79 74 75 66 % % % % 83% 83% 78% 75% SalesforSalesforcce Re Researesearchch