State of the Connected Customer

SECOND EDITION State of the Connected Customer Insights from 6,700+ consumers and business buyers on the intersection of experience, technology, and trust

State of the Connected Customer About This Report 2 For this second edition “State of the Connected Customer” report, Salesforce Research surveyed over 6,700 consumers and business buyers worldwide to discover: • How customers’ expectations of companies are changing • Which emerging technologies are influencing the future of customer experience 2,223 • Why customer trust is increasingly important, and how companies can foster it 1,350 Data in this report is from a double-blind survey conducted from March 26–April 12, 2018, that generated responses from 6,723 individuals in Australia/New Zealand, Brazil, Canada, France, Germany, Hong Kong, India, Japan, Mexico, the Netherlands, the Nordics, Singapore, the United 900 2,250 Kingdom, and the United States. All respondents are third-party panelists (not limited to Salesforce customers). See page 56 for detailed respondent demographics. Salesforce Research provides data-driven insights to help businesses transform how they drive customer success. Browse all reports at salesforce.com/research. Salesforce Research

About This Report StaStatte oe of the Cf the Conneconnectted Ced Cuuststomeromer 33 In this report, we examine survey results from three primary groups: Consumers Those reporting on their interactions with companies when purchasing for themselves Business Buyers Those reporting on their interactions with companies when purchasing on behalf of their Business Buyers Consumers employers Customers All Customers Aggregated consumers and business buyers Due to rounding, not all percentages may add to the sum total. All comparison calculations are made from total numbers (not rounded numbers). Salesforce Research Salesforce Research

State of the Connected Customer Contents 4 Executive Summary ..................................................................................................................................................... 5 01 Customer Expectations Hit All-Time Highs .................................................................................................. 6 02 Companies Face a New Connected Mandate ............................................................................................. 10 03 Technology Sets New Benchmarks for Innovation ..................................................................................... 15 04 Customers Balance Personalization and Privacy Amid a Crisis of Trust ................................................... 19 Last Look ........................................................................................................................................................................ 22 Country & Regional Profiles ....................................................................................................................................... 23 Appendix ........................................................................................................................................................................ 42 Demographics ............................................................................................................................................................... 56 Salesforce Research

State of the Connected Customer Executive Summary 5 Rising generations take for granted 01 Customer Expectations Hit All-Time Highs that they can order almost anything (See page 6) by just talking to a device. But their With more choice, more access to information, and less incentive to be loyal, today’s customers are firmly parents remember when mail-order in control of their relationships with companies. Consumers and business buyers alike seek differentiated catalogs were the norm. Suffice to experiences based on trust and understanding, and will shop around to find them. Eighty percent of say, technology is raising customer customers say the experience a company provides is as important as its products and services. standards at a breakneck pace. For businesses, there’s more focus 02 Companies Face a New Connected Mandate than ever on going beyond the (See page 10) expected product or service, to From product recommendations to proactive service, customers expect engagement that’s uniquely deliver a customer experience personalized. What’s more, customers are looking for interactions that are connected and that truly differentiates. contextualized at every turn. Seventy percent of customers say connected processes are very important to winning their business. But while expectations for personalized, connected experiences 03 Technology Sets New Benchmarks for Innovation are soaring, trust in companies to (See page 15) responsibly handle the data they As technology evolves at a head-spinning pace, customers have been conditioned to expect newer require is bottoming out. and better experiences. Customers are far more likely to view various emerging technologies as This report examines the revolutionary, rather than hyped, with artificial intelligence (AI) playing an increasingly prominent evolution of these expectations, role in their daily lives. Fifty-six percent of customers actively seek to buy from the most the technology that’s driving them, innovative companies. and the balance of trust between Customers Balance Personalization and Privacy Amid a Crisis of Trust customers and companies. 04 (See page 19) Delivering personalized experiences requires a data-driven, 360-degree view — but more than half of respondents are uncomfortable with how their data is used. Customers say companies can earn their trust by taking certain steps, such as giving them control over how their data is applied, and being transparent with how it’s used. Eighty-six percent of customers are more likely to trust companies with their relevant information if they explain how it provides a better experience. Salesforce Research

State of the Connected Customer Customer Expectations Hit All-Time Highs 6 01 Tethered to their smartphones and one day are outdated the next. In this context, accustomed to nonstop innovation, today’s the experience a company offers is increasingly a STAGGERING 95% of consumers and business buyers are more its differentiator. But the scope of customer customerS say trusting informed and less loyal than their experience is changing, too. To win hearts and a company increases predecessors. In this era of exponentially wallets, companies must not only deliver their loyalty. disruptive technological change, often referred amazing marketing, sales, ecommerce, and to as the Fourth Industrial Revolution, service interactions, but also prove that they products and services that are cutting-edge have the customers’ best interests in mind. Customers Push Companies to Do Better Consumers Business Buyers 79% 94% 64% 81 % 96% 73% 80% 95% 67% of customers of customers of customers say the experience say they are more say their standard for a company provides is as likely to be loyal to a good experiences are important as its products company they trust higher than ever and services Salesforce Research

State of the Connected Customer Customer Expectations Hit All-Time Highs 7 01 Customers expect a lot from companies, but Companies Are Missing the Mark on Experience don’t have faith in them to deliver — much less in a principled fashion. About half of customers say most companies fall short of Consumers Business Buyers their expectations for great experiences. This would be troubling enough, but there are 59% signs of an even deeper discontent; nearly 53% six in 10 consumers don’t believe companies 45% 44% have their best interests in mind. The reality is that today’s customers expect companies to understand and 51% 54% care about them as individuals, and treat of customers of customers them accordingly. say most companies fall don’t believe companies short of their expectations have their best 76% of customers for great experiences interests in mind expect companies to understand their needs and expectations. SalesforSalesforcce Re Researesearchch

State of the Connected Customer Customer Expectations Hit All-Time Highs 8 01 The ripple effect of a single bad experience But this new dynamic is not all doom and gloom. Two-thirds of customers will even pay a goes beyond one lost sale. Fifty-seven percent Seventy-two percent of customers share good premium to companies that offer superior of customers have stopped buying from a experiences with others — a full 10% more than experiences, thereby introducing not just company because a competitor provided those that share the negative. competitive differentiation, but increased or a better experience. What’s more, 62% of even new revenue streams. customers say they share bad experiences with 76% of customers say it’s others. With the proliferation of peer review easier than ever to take sites and social media, this practice can inflict their business elsewhere. widespread reputational damage. Experience Impacts the Bottom Line, for Better or Worse Consumers Business Buyers % 61% 61 70% 63% 63% 50 % 77% 74% 62% 57% 72% 67% of customers of customers of customers of customers say they share bad have stopped buying from say they share good say they’ll pay more for experiences with others a company because a experiences with others a great experience competitor provided a better experience Salesforce Research

SPOTLIGHT StaStatte oe of the Cf the Conneconnectted Ced Cuuststomeromer 99 B2B Expectations Mirror B2C Standards Naturally, business buyers also have personal Business Buyer Expectations Get Consumerized lives as consumers — and their expectations as consumers have seeped into their Percentage of Business Buyers Who Agree with the Following professional world. I expect vendors to personalize 82% of business buyers engagement to my needs 72% want the same experience as when they’re buying I expect Amazon-like buying experiences 69% for themselves. I think vendors are providing more retail-like experiences than ever before 67% At a time when personalized recommendations, I have switched vendors for a more proactive engagement, and deeply relevant consumer-like experience 67% content are table stakes, more than seven in See appendix page 44 for generational breaks. 10 business buyers expect vendors to personalize engagement to their needs. And for 84% of business buyers, trust is a critical factor in choosing vendors. To put a fine point on this convergence of B2C and B2B worlds, 69% of business buyers expect an Amazon-like business buying experience. However, only 27% of business buyers say companies generally excel at meeting their standards for an overall experience, signaling ample room for improvement. SalesforSalesforcce Re Researesearchch

State of the Connected Customer 02 Companies Face a New Connected Mandate 10 Today’s customers want to be understood Connected Customers Demand Connected Journeys and respected as individuals. Eighty-four percent of customers say being treated like a person, not a number, is very important Percentage of Customers Who Say the Following Are Very Important to Winning Their Business to winning their business. All Customers Consumers Business Buyers For teams accustomed to owning only one stage of the customer journey, it’s a tricky proposition. Customers judge companies Connected processes based on their experience as a whole — not 67% just interactions with individual departments 84% 70% — and they expect consistency. 83% 75% 70% of customers Understanding how they say connected 84% use products/services processes — such as 67% of customers 70% seamless handoffs say being treated like a person, not a number, is very 76% or contextualized important to winning engagement based on their business earlier interactions — Instant, on-demand engagement are very important to 63% winning their business. 66% 73% Today’s customers seek contextualized experiences — meaning their engagement with a company reflects an understanding of past actions, product usage, and a myriad of other factors. Yet, 37% of customers feel less connected to companies than they did two years ago. Salesforce Research

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

State of the Connected Customer 02 Companies Face a New Connected Mandate 12 When it comes time to buy, today’s customers When They Buy, Customers Seek Ease, Seamlessness, and Consultants expect more than knowledgeable salespeople and a quick and easy checkout. Increasingly Likelihood of Customers Rating Each Quality as Important vs. Unimportant drawn to ecommerce sites, they value product comparison tools as well as mobile Important Important apps. On top of it all, they want to move Consumers Unimportant Unimportant Business Buyers seamlessly between various digital and offline channels, often browsing on one in the morning only to close the deal on another in the evening. 5.7x Product comparison tools 7.1x more likely more likely Customers are 3.7x more Seamless transitions between channels likely to view seamless 3.4x (e.g., online to in-store) 4.4x transitions between more likely more likely channels as important, versus unimportant. 1.7x Mobile apps 2.5x more likely more likely With their professional reputations — and often large sums of money — at stake, Product recommendations business buyers have set the bar even higher. 1.3x (that match my buying habits) 2.3x Seventy-eight percent of business buyers more likely more likely seek salespeople that act as trusted advisors with knowledge of their needs Respondents were not required to rate a quality as important or unimportant. and industry. Business buyers are more Data is based off respondents who elected to rate a quality as such. likely than consumers to value product Not a complete list. See appendix page 46 for a full list broken by generational segmentations. recommendations and mobile apps — a testament to the blurring lines between B2C and B2B behavior. Salesforce Research

State of the Connected Customer 02 Companies Face a New Connected Mandate 13 Customer service isn’t just a reactionary cost After They Buy, Customers Seek Service Beyond the Call Center center — it’s a core element of differentiated customer experience. To meet current Likelihood of Customers Rating Each Quality as Important vs. Unimportant standards, service must be quick, readily available anywhere, and even proactive. Important Important Consumers Unimportant Unimportant Business Buyers Increasingly unfamiliar with the concept of “waiting,” customers are keen on self-service tools that empower them to find quick answers on their own, when they do need 4.5x Real-time messaging when I need service 5.0x more personalized help, they’re not apt to more likely more likely wait on hold. Customers are 4.7x more likely to view real-time messaging as Self-service tools important versus unimportant. 4.8x (e.g., account portals, FAQ) 5.2x more likely more likely Despite this trend, there will always be instances when nothing but a human touch Customer service that comes to me will do. Consumers, in particular, expect (i.e., mobile service agents with the same information empowered service reps armed with decision- 2.4x and capabilities as those in a call center) 3.2x making authority and a full understanding of more likely more likely their unique journeys. Even customer service that comes to them — such as via field agents Proactive service — is increasingly important, particularly to 2.0x (e.g., based on IoT) 3.2x business buyers. more likely more likely 70% of customers say Online communities — (e.g., customer forums) 1.7x service agents’ awareness more likely of sales interactions is very important to 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. keeping their business. Not a complete list. See appendix page 46 for a full list broken by generational segmentations. Salesforce Research

SPOTLIGHT StaStatte oe of the Cf the Conneconnectted Ced Cuuststomeromer 1414 Customers Flock to a Growing Roster of Channels As options for communicating multiply, many Use of Digital Channels Spans Generations companies struggle to prioritize the channels they invest in. If younger generations point Percentage of Customers Who Use and Prefer the Following Channels the way to preference trends, however, social, When Communicating with Companies online communities, and voice assistants are critical. Sixty-seven percent of millennials Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers and Gen Zers use voice-activated personal Prefer to use Total use Prefer to use Total use Prefer to use Total use assistants like Siri and Alexa to connect with companies — 1.7x more than traditionalists Online portals and baby boomers who do the same. Mobile app (e.g., self-service account information) 31% 72% 35% % 77 In all, the average customer uses 10 45% 82% 42% 83% channels to communicate with companies, 61% 90% 51% 88% and lists six of those channels as preferred. Unsurprisingly, millennials and Gen Zers are the most omni-channel generation, using Online chat/live support an average of 11 channels, versus nine for (e.g., pop-up support window on a company’s website) Text/SMS traditionalists and baby boomers. 24% 70% 35% 78% 39 80 38 77 Yet, members of older generations are % % % % 53% % 44% % hardly Luddites. Seventy-two percent of 89 81 traditionalists and baby boomers use mobile Online knowledge bases apps, for example, and 78% use text/SMS (e.g., self-service FAQ, searchable libraries of info, etc.) Social media to communicate with companies. 28% 76% 14% 51% % % % % And as the consumer goes digital, so does 37 81 29 69 the business buyer. Sixty-seven percent of 47% 86% 52% 86% business buyers prefer to buy through digital channels. Online communities Voice-activated personal assistants (i.e., forums to interact with other customers) (e.g., Siri, Alexa) 15 51 10 39 % % % % 27% 67% 18% 50% 80 67 43% % 35% % Not a complete list. See appendix page 47 for full channel use and preference data, including all customer, consumer, and business buyer segmentations. Salesforce Research Salesforce Research

State of the Connected Customer 03 Technology Sets New Benchmarks for Innovation 15 In recent years, the word “innovation” has Innovation Comes Standard for the Connected Customer been everywhere — but actually delivering it is a different story. A new crop of Percentage of Customers Who Agree with the Following capabilities, such as AI, continues to raise the bar on what’s seen as innovative. And All Customers Consumers Business Buyers for a majority of customers, innovation impacts purchasing habits. 59% 56% percent of customers I expect companies to provide new products/ 63% services more frequently than ever before 71% (including 66% of business buyers) actively 64% seek to buy from the most innovative companies. It takes more for a company to impress me 66% with new products/services than ever before 72% There was a time when the mere presence I actively seek to buy from the most 50% on a social channel or existence of a mobile innovative companies (i.e., those that app would satisfy demands — but no more. consistently introduce new products/services 56% Fifty-nine percent of customers say companies based on customer needs and new technology) 66% need cutting-edge digital experiences to keep their business. 71% of customers say they buy products and services they didn’t know would exist five years ago. SalesforSalesforcce Re Researesearchch

State of the Connected Customer 03 Technology Sets New Benchmarks for Innovation 16 Which technologies are driving higher Modern Technology Advances Are Seen as Revolutionary, Not Hype expectations for innovation? Smartphones, social media, and other entrenched Likelihood of Customers Rating Each Technology as Revolutionary vs. Insignificant technologies that created our “always-on” culture are only the tip of the iceberg. Consumers Revolutionary Revolutionary Business Buyers Insignificant Insignificant In the eyes of customers, new capabilities Artificial intelligence (AI) fueled by AI, the Internet of Things (IoT), and 9.7x 9.1x other emerging technologies are far more likely more likely more likely to be seen as revolutionary versus insignificant. 7.3x Internet of Things (IoT) 7.4x more likely more likely Customers are 9.5x 4.1x Blockchain 4.8x more likely to view more likely more likely AI as revolutionary 2.4x Cryptocurrencies 2.6x versus insignificant. more likely more likely 2.4x Virtual/augmented reality 3.7x While consumers and business buyers more likely more likely generally see eye to eye on the impact of various technologies, there are some 10.2x Cybersecurity 10.1x notable differences. Consumers, for example, more likely more likely put greater stock in the revolutionary impact of smartphones, while business buyers are more 18.3x Smartphones 14.9x wowed by voice-activated personal assistants more likely more likely and cloud computing. 2.4x Voice-activated personal assistants 3.3x more likely more likely 9.9x Cloud computing 11.8x more likely more likely Respondents were not required to rate a technology as revolutionary or insignificant. Data is based off respondents who elected to rate a technology as such. Salesforce Research Not a complete list. See appendix page 51 for a full list broken by consumer and business buyer segmentations.

State of the Connected Customer 03 Technology Sets New Benchmarks for Innovation 17 Most customers believe that these technologies The Fourth Industrial Revolution Is in Full Swing — and the differentiated experiences they produce — will transform their interactions with Percentage of Customers Who Believe the Following Technologies companies in the very near term. Will Transform Their Expectations of Companies In fact, a majority of customers say their Already transformed Actively transforming Will transform within five years expectations are already impacted by Sum up-and-coming technologies like the IoT (60%), voice-activated personal assistants Cybersecurity 20% 44% 23% 87% (59%), and AI (51%). A nod to the role of trust in today’s customer dynamic, 64% Artificial intelligence (AI) say cybersecurity is transforming their 14% 37% 36% 87% expectations. Even blockchain, which puts up the lowest numbers, is expected to pack Internet of Things (IoT) 20% 40% 26% 86% a punch; 41% of customers say it has or is actively transforming their expectations. Cloud computing 29% 39% 18% 86% On average, 56% of consumers say a given technology is transforming their expectations. Voice-activated personal assistants 20% 38% 25% 84% That figure rises to 63% for business buyers, who are more likely to experience an impact Virtual/augmented reality 15% 34% 28% 78% from virtual/augmented reality (54%), cryptocurrencies (50%), and blockchain (51%), in particular. Chatbots 15% 35% 27% 77% Blockchain 11% 30% 31% 72% Cryptocurrencies 14% 30% 27% 71% Not a complete list. See appendix page 49 for full data, including all customer, consumer, and business buyer segmentations. Percents may not add to the sum total due to rounding. SalesforSalesforcce Re Researesearchch

SPOTLIGHT StaStatte oe of the Cf the Conneconnectted Ced Cuuststomeromer 1818 Customers Have a Bright Outlook on AI AI is often portrayed as something out AI-Driven Experiences Are Winning Customers Over of a science fiction novel, yet, customers have come to like — or even love — a variety Percentage of Customers Who Love or Like the Following of everyday technologies that would be impossible without AI. Credit card fraud Love Like detection, email spam filters, and automatic Sum reminders are among the most popular AI use cases. More than half of customers Credit card fraud detection 86% have grown fond of voice-activated personal 46% 40% assistants like Siri or Alexa. Other uses, like self-driving cars, are viewed with Email spam filters 34% 46% 81% less enthusiasm. Automatic reminders 27% 49% 76% 59% of customers are open to companies Predictive traffic alerts 21% 48% 70% using AI to improve Predictive text their experiences. 19% 43% 62% Smart thermostats 20% 40% 60% Sixty-seven percent of customers recognize the good that can come from AI, and 61% Mobile check deposit 23% 36% 58% believe the technology presents positive opportunities for society. Yet, customer trust is a delicate thing; 31% of customers are wary Personalized recommendations 16% 40% 56% of companies’ use of new technologies. Thus, educating customers about the technology Voice-activated personal assistants 20% 33% 53% will be critical as companies explore new ways to differentiate with AI. Predictive image categorization 15% 35% 50% Self-driving cars 17% 29% 46% See appendix page 50 for generational segmentations. Base excludes respondents who said “Don’t Know” for each technology. Percents may not add to the sum total due to rounding. Salesforce Research Salesforce Research

State of the Connected Customer Customers Balance Personalization and 19 04 Privacy Amid a Crisis of Trust Providing the experiences customers expect In a World of Vulnerabilities, Customers Are Increasingly Distrustful takes a new breed of technologies, as well as a thorough understanding of unique needs and Percentage of Customers That Agree with the Following expectations — and that takes data. But, as recent incidents have laid bare, not all companies are earning their customers’ trust to do the right All Customers Consumers Business Buyers thing with these technologies and data. 63% 62% of customers say I believe my personal information 59% they’re more afraid is vulnerable to a security breach 50% of their data being compromised now than 62% they were two years ago. I’m uncomfortable with how companies 57% use my personal/business information 48% The issue, however, goes deeper than a fear of malicious hackers. Fundamentally, customers have lost trust in companies to do the right thing 50% when it comes to their data. Fifty-seven percent I’m confused about how companies 45% of customers (including 62% of consumers) are use my data uncomfortable with how companies use their 34% personal information. Part of this discomfort may stem from the simple fact that so many customers — half of consumers, for instance — feel confused about how companies use their data in the first place. SalesforSalesforcce Re Researesearchch

State of the Connected Customer Customers Balance Personalization and 20 04 Privacy Amid a Crisis of Trust On the surface, it may seem that companies Customers Will Swap Data for a Better Experience face a paradox: How can they provide personalized experiences when customers Percentage of Customers Who Are Willing to Share Relevant Information About don’t trust them with the data necessary to Themselves for the Following provide them? As it turns out, customers are actually Connections between digital and ACROSS THE JOURNEY fine with companies using their personal in-person experiences 82% information for the stated purpose of Consistent interactions across every channel meeting their elevated expectations. 80% Overwhelming majorities are willing to share relevant personal information (or in the case Contextualized interactions 79% of business buyers, professional information) Connected devices or services 75% in exchange for perks like personalized offers, personalized shopping experiences, and BEFORE THEY BUY consistent omni-channel interactions. Personalized offers or discounts 88% 79% of customers are Personalized online shopping experiences 80% willing to share relevant Personalized in-store shopping experiences 80% information about Personalized product recommendations 79% themselves in exchange for contextualized WHEN & AFTER THEY BUY interactions in which Simpler purchasing process 88% they’re immediately Proactive customer service 85% known and understood. More consultative help from salespeople 81% In other words, companies that stay true See appendix pages 53-54 for consumer, business buyer, and generational segmentations. to using data to provide a better overall experience have a green light to create truly differentiated customer journeys. As other research has shown, this opens up broad opportunities for firms in the media, healthcare, and banking sectors, and everywhere in between. Salesforce Research

SPOTLIGHT StaStatte oe of the Cf the Conneconnectted Ced Cuuststomeromer 2121 Fostering Trust in the Data-Value Exchange The challenge for companies seeking to Transparency About Customers’ Data Use Earns Their Trust differentiate with data-driven experiences isn’t that customers don’t want their information Percentage of Customers Who Say They’re More Likely to Trust Companies with applied for such purposes, but that they Their Personal Information If They Do the Following don’t trust that their data will be used for such purposes alone. Forty-eight percent of Give me control over what information is customers (including 51% of consumers) collected about me 92% believe companies do a bad job at protecting their personal information. Are transparent about how my information is used 91% Companies must develop strong privacy policies and demonstrate a commitment Show their commitment to protecting to safeguarding data to show that they my information 91% have customers’ best interests at heart. What’s more, companies earn trust by being transparent about how customer information Have a strong privacy policy 90% is used, and explaining how it provides a better experience. Ask for my explicit consent to use my information 88% But while sound policies and transparency are critical, companies earn the most trust by Vow not to share my information putting customers in the driver’s seat of data without permission 88% use. Ninety-two percent of customers are more likely to trust companies that give Explain how using my information gives me them control over what information is a better customer experience 86% collected about them. The ROI of sound data practices extends Use my information to fully personalize beyond trust. One study of retailers found, my customer experience 78% compared to competitors with flat or See appendix page 55 for consumer and business buyer segmentations. decreasing revenue, companies with at least 10% annual revenue growth are 1.6x more likely to have sound customer security practices.1 1 Salesforce and Deloitte, “Consumer Experience in the Salesforce Research Retail Renaissance,” March 2018. Salesforce Research

Last Look StaStatte oe of the Cf the Conneconnectted Ced Cuuststomeromer 2222 The Values That Drive Loyalty Winning customers — let alone their loyalty 01 EXPERIENCE — has never been more challenging than it is today. In a time when great products and services alone won’t cut it, companies have Today’s connected customers have more access to information — and more choice in who to go the extra mile. they give their business to — than ever before. At the same time, they’re harder to impress. We asked the consumers and business The experience that a company provides is what stands out in customers’ minds when it’s buyers in our survey about a dozen time to swipe their credit card. Sixty-four percent of customers say providing an corporate values and their impact on their excellent customer experience strengthens their loyalty. loyalty to a company. Here are the top three factors they told us are most important. 02 CUSTOMER SUCCESS Companies focused on quick sales will face strong headwinds in today’s customer landscape. Customers take their time when evaluating purchases — whether to compare options online, ask friends on social media for references, or use a different device. Winning customers today requires demonstrating a firm understanding of their unique needs, objectives, and circumstances. It also takes an ongoing investment in the relationship well after the deal is done. Sixty-one percent of customers say a commitment to their success or satisfaction strengthens their loyalty. 03 DATA GUARDIANSHIP Customers are wary of how companies use and protect their data, and with good reason. When privacy policies require a law degree to decipher, and “trusted” brands experience major breaches with alarming frequency, it’s natural for privacy and security practices to come under the microscope. Still, customers expect companies to leverage data insights and new technologies to take their experiences to a whole new level. Companies that view these seemingly opposing trends as an opportunity, rather than an impediment to their business, are already on the right track. Fifty-four percent of customers say a commitment to safeguarding their data strengthens their loyalty. Salesforce Research Salesforce Research

StaStatte oe of the Cf the Conneconnectted Ced Cuuststomeromer 2323 COUNTRY & REGIONAL PROFILES* * Please keep in mind that cultural bias impacts survey results across regions. Salesforce Research Salesforce Research

State of the Connected Customer Country Profile: United States 24 600 Consumers & 300 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 65% of all customers experiences to keep my business products/services more frequently than before 61% 41% 51% 52% say their standard for good customer 48% 57% 65% experiences is higher than ever 37% 48% I will pay more for a great experience recognize the good that can come from AI 71% 77% of all customers 42% of all customers 58% 76% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 46% 68% important as its products/services their expectations of companies open to AI improving the customer experience 44% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 82% of business buyers 46% of business buyers 63% 73% believe AI presents good opportunities for society 66% want the same experience as when they’re say AI is already or actively transforming 52% 77% their expectations of companies open to AI improving the customer experience buying for themselves 52% recognize the good that can come from AI 39% of consumers 56% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 43% their expectations of companies open to AI improving the customer experience 85% of all customers 10 channels are used, 9 channels are used, 41% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 48% 79% Channels When Communicating with Companies 43% 72% 51% 82% Text/SMS 47% 82% Mobile apps 41% 82% Top Actions That Increase Customer Trust Online portals 43% 81% Giving me control Asking for my over what information Having a strong explicit consent to Online communities 16% 52% is collected about me privacy policy use my information Voice-activated personal assistants (e.g., Siri, Alexa) 18% 48% Giving me control Asking for my over what information Having a strong explicit consent to Prefer to use Total use is collected about me privacy policy use my information Salesforce Research

State of the Connected Customer Country Profile: Australia/New Zealand 25 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 70% of all customers experiences to keep my business products/services more frequently than before 57% 50% 58% 51% say their standard for good customer 61% 67% 61% experiences is higher than ever 54% 54% I will pay more for a great experience recognize the good that can come from AI 67% 80% of all customers 43% of all customers 57% 69% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 46% 66% important as its products/services their expectations of companies open to AI improving the customer experience 48% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 85% of business buyers 45% of business buyers 67% 62% believe AI presents good opportunities for society 51% want the same experience as when they’re say AI is already or actively transforming 53% 68% their expectations of companies open to AI improving the customer experience buying for themselves 58% recognize the good that can come from AI 42% of consumers 52% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 43% their expectations of companies open to AI improving the customer experience 85% of all customers 10 channels are used, 9 channels are used, 44% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 48% 63% Channels When Communicating with Companies 30% 50% 57% 70% Online portals 43% 78% Text/SMS 45% 78% Top Actions That Increase Customer Trust Mobile apps 43% 73% Giving me control Asking for my over what information Having a strong explicit consent to Online communities 24% 59% is collected about me privacy policy use my information Voice-activated personal assistants (e.g., Siri, Alexa) 18% 43% Giving me control Vowing not to Explaining how my Prefer to use Total use Having a strong over what information is use my information Tie information provides a privacy policy collected about me without permission better customer experience Salesforce Research

State of the Connected Customer Country Profile: Brazil 26 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 67% of all customers experiences to keep my business products/services more frequently than before 43% 80% 84% 36% say their standard for good customer 85% 89% 47% experiences is higher than ever 78% 82% I will pay more for a great experience recognize the good that can come from AI 76% 89% of all customers 68% of all customers 84% 83% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 75% 72% important as its products/services their expectations of companies open to AI improving the customer experience 76% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 92% of business buyers 68% of business buyers 87% 54% believe AI presents good opportunities for society 51% want the same experience as when they’re say AI is already or actively transforming 78% 55% their expectations of companies open to AI improving the customer experience buying for themselves 81% recognize the good that can come from AI 68% of consumers 82% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 74% their expectations of companies open to AI improving the customer experience 94% of all customers 12 channels are used, 11 channels are used, 74% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 38% 44% Channels When Communicating with Companies 42% 38% 36% 47% Mobile apps 76% 96% Online portals 59% 92% Top Actions That Increase Customer Trust Online communities 48% 84% Showing a commitment Giving me control Being transparent to protecting my over what information about how my Text/SMS 39% 84% information is collected about me information is used Voice-activated personal assistants (e.g., Siri, Alexa) 42% 72% Being transparent Showing a commitment Giving me control about how my to protecting my over what information is Prefer to use Total use information is used information collected about me Salesforce Research

State of the Connected Customer Country Profile: Canada 27 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 69% of all customers experiences to keep my business products/services more frequently than before 60% 52% 54% 49% say their standard for good customer 64% 65% 65% experiences is higher than ever 45% 49% I will pay more for a great experience recognize the good that can come from AI 69% 80% of all customers 44% of all customers 62% 74% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 54% 67% important as its products/services their expectations of companies open to AI improving the customer experience 55% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 78% of business buyers 52% of business buyers 67% 69% believe AI presents good opportunities for society 63% want the same experience as when they’re say AI is already or actively transforming 65% 72% their expectations of companies open to AI improving the customer experience buying for themselves 65% recognize the good that can come from AI 40% of consumers 59% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 49% their expectations of companies open to AI improving the customer experience 84% of all customers 11 channels are used, 9 channels are used, 50% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 44% 66% Channels When Communicating with Companies 33% 55% 50% 72% Online portals 42% 80% Mobile apps 41% 77% Top Actions That Increase Customer Trust Text/SMS 39% 74% Being transparent Giving me control Having a strong about how my over what information Online communities 26% 59% privacy policy information is used is collected about me Voice-activated personal assistants (e.g., Siri, Alexa) 16% 44% Giving me control Being transparent Showing a commitment over what information Having a strong about how my Tie to protecting my Prefer to use Total use is collected about me privacy policy information is used information Salesforce Research

State of the Connected Customer Country Profile: France 28 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 59% of all customers experiences to keep my business products/services more frequently than before 47% 70% 75% 40% say their standard for good customer 81% 86% 50% experiences is higher than ever 64% 70% I will pay more for a great experience recognize the good that can come from AI 66% 82% of all customers 48% of all customers 74% 82% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 66% 58% important as its products/services their expectations of companies open to AI improving the customer experience 65% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 91% of business buyers 57% of business buyers 83% 49% believe AI presents good opportunities for society 41% want the same experience as when they’re say AI is already or actively transforming 73% 53% their expectations of companies open to AI improving the customer experience buying for themselves 74% recognize the good that can come from AI 44% of consumers 69% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 63% their expectations of companies open to AI improving the customer experience 84% of all customers 11 channels are used, 9 channels are used, 61% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 51% 63% Channels When Communicating with Companies 33% 49% 60% 70% Online portals 30% 77% Mobile apps 32% 73% Top Actions That Increase Customer Trust Text/SMS 30% 70% Giving me control Asking for my explicit Showing a commitment over what information consent to use my Tie to protecting my Online communities 21% 62% is collected about me information information Voice-activated personal assistants (e.g., Siri, Alexa) 17% 55% Asking for my explicit Giving me control Being transparent consent to use my over what information about how my Prefer to use Total use information is collected about me information is used Salesforce Research

State of the Connected Customer Country Profile: Germany 29 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 64% of all customers experiences to keep my business products/services more frequently than before 56% 54% 55% 45% say their standard for good customer 65% 60% 62% experiences is higher than ever 48% 52% I will pay more for a great experience recognize the good that can come from AI 62% 74% of all customers 47% of all customers 55% 71% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 54% 57% important as its products/services their expectations of companies open to AI improving the customer experience 49% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 75% of business buyers 50% of business buyers 61% 51% believe AI presents good opportunities for society 45% want the same experience as when they’re say AI is already or actively transforming 61% 55% their expectations of companies open to AI improving the customer experience buying for themselves 55% recognize the good that can come from AI 45% of consumers 53% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 51% their expectations of companies open to AI improving the customer experience 87% of all customers 11 channels are used, 10 channels are used, 46% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 43% 58% Channels When Communicating with Companies 36% 52% 47% 62% Online portals 24% 82% Mobile apps 25% 76% Top Actions That Increase Customer Trust Text/SMS 25% 74% Giving me control Vowing not to share Showing a commitment 66% over what information my information to protecting my Online communities 15% is collected about me without permission information Voice-activated personal assistants (e.g., Siri, Alexa) 16% 46% Asking for my explicit Giving me control Vowing not to share consent to use my over what information my information Prefer to use Total use information is collected about me without permission Salesforce Research

State of the Connected Customer Country Profile: Hong Kong 30 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 71% of all customers experiences to keep my business products/services more frequently than before 48% 61% 76% 44% say their standard for good customer 69% 79% 49% experiences is higher than ever 57% 74% I will pay more for a great experience recognize the good that can come from AI 61% 86% of all customers 53% of all customers 73% 61% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 61% 60% important as its products/services their expectations of companies open to AI improving the customer experience 63% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 78% of business buyers 59% of business buyers 75% 51% believe AI presents good opportunities for society 45% want the same experience as when they’re say AI is already or actively transforming 63% 54% their expectations of companies open to AI improving the customer experience buying for themselves 67% recognize the good that can come from AI 51% of consumers 72% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 61% their expectations of companies open to AI improving the customer experience 73% of all customers 12 channels are used, 11 channels are used, 61% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 61% 70% Channels When Communicating with Companies 49% 63% 67% 74% Mobile apps 64% 94% Online portals 46% 91% Top Actions That Increase Customer Trust Online communities 39% 88% Showing a commitment Vowing not to share 38% to protecting my Tie my information Having a strong Text/SMS 82% information without permission privacy policy Voice-activated personal assistants (e.g., Siri, Alexa) 19% 62% Vowing not to share Giving me control my information Tie Having a strong over what information Prefer to use Total use without permission privacy policy is collected about me Salesforce Research

State of the Connected Customer Country Profile: India 31 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 87% of all customers experiences to keep my business products/services more frequently than before 32% 92% 91% 27% say their standard for good customer 93% 91% 34% experiences is higher than ever 91% 91% I will pay more for a great experience recognize the good that can come from AI 88% 92% of all customers 71% of all customers 84% 89% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 81% 88% important as its products/services their expectations of companies open to AI improving the customer experience 86% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 88% of business buyers 74% of business buyers 85% 36% believe AI presents good opportunities for society 25% want the same experience as when they’re say AI is already or actively transforming 82% 42% their expectations of companies open to AI improving the customer experience buying for themselves 87% recognize the good that can come from AI 69% of consumers 84% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 80% their expectations of companies open to AI improving the customer experience 86% of all customers 13 channels are used, 12 channels are used, 86% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 31% 25% Channels When Communicating with Companies 19% 13% 36% 31% Mobile apps 78% 98% Online portals 72% 95% Top Actions That Increase Customer Trust Text/SMS 65% 93% Showing a commitment Giving me control Having a strong to protecting my over what information Online communities 68% 93% privacy policy information is collected about me Voice-activated personal assistants (e.g., Siri, Alexa) 62% 89% Giving me control Being transparent Explaining how my Having a strong over what information about how my Tie information provides a Prefer to use Total use privacy policy is collected about me information is used better customer experience Salesforce Research

State of the Connected Customer Country Profile: Japan 32 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 48% of all customers experiences to keep my business products/services more frequently than before 53% 37% 36% 52% say their standard for good customer 47% 47% 54% experiences is higher than ever 32% 30% I will pay more for a great experience recognize the good that can come from AI 43% 63% of all customers 46% of all customers 54% 59% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 76% 35% important as its products/services their expectations of companies open to AI improving the customer experience 46% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 55% of business buyers 48% of business buyers 65% 58% believe AI presents good opportunities for society 55% want the same experience as when they’re say AI is already or actively transforming 81% 59% their expectations of companies open to AI improving the customer experience buying for themselves 52% recognize the good that can come from AI 45% of consumers 48% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 74% their expectations of companies open to AI improving the customer experience 67% of all customers 10 channels are used, 8 channels are used, 42% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 58% 68% Channels When Communicating with Companies 42% 60% 66% 72% Text/SMS 32% 70% Mobile apps 29% 65% Top Actions That Increase Customer Trust Online portals 24% 65% Being transparent Asking for my explicit 20% about how my consent to use my Having a strong Online communities 55% information is used information privacy policy Voice-activated personal assistants (e.g., Siri, Alexa) 12% 44% Vowing not to share Being transparent Having a strong my information about how my Prefer to use Total use privacy policy without permission information is used Salesforce Research

State of the Connected Customer Country Profile: Mexico 33 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 82% of all customers experiences to keep my business products/services more frequently than before 35% 86% 85% 34% say their standard for good customer 87% 83% 35% experiences is higher than ever 86% 86% I will pay more for a great experience recognize the good that can come from AI 78% 94% of all customers 69% of all customers 80% 81% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 76% 76% important as its products/services their expectations of companies open to AI improving the customer experience 75% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 88% of business buyers 65% of business buyers 83% 36% believe AI presents good opportunities for society 30% want the same experience as when they’re say AI is already or actively transforming 80% 39% their expectations of companies open to AI improving the customer experience buying for themselves 77% recognize the good that can come from AI 88% of consumers 79% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 73% their expectations of companies open to AI improving the customer experience 93% of all customers 12 channels are used, 11 channels are used, 74% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 29% 36% Channels When Communicating with Companies 24% 31% 31% 39% Online portals 42% 93% Mobile apps 52% 92% Top Actions That Increase Customer Trust Online communities 32% 77% Being transparent Showing a commitment about how my to protecting my Having a strong Text/SMS 25% 74% information is used information privacy policy Voice-activated personal assistants (e.g., Siri, Alexa) 22% 70% Showing a commitment Giving me control to protecting my Having a strong Tie over what information Prefer to use Total use information privacy policy is collected about me Salesforce Research

State of the Connected Customer Country Profile: Netherlands 34 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 55% of all customers experiences to keep my business products/services more frequently than before 52% 46% 51% 50% say their standard for good customer 51% 60% 53% experiences is higher than ever 43% 47% I will pay more for a great experience recognize the good that can come from AI 56% 69% of all customers 40% of all customers 60% 53% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 54% 57% important as its products/services their expectations of companies open to AI improving the customer experience 49% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 78% of business buyers 37% of business buyers 56% 63% believe AI presents good opportunities for society 61% want the same experience as when they’re say AI is already or actively transforming 51% 64% their expectations of companies open to AI improving the customer experience buying for themselves 49% recognize the good that can come from AI 41% of consumers 62% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 56% their expectations of companies open to AI improving the customer experience 82% of all customers 11 channels are used, 10 channels are used, 49% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 45% 64% Channels When Communicating with Companies 41% 57% 47% 68% Mobile apps 49% 85% Online portals 37% 81% Top Actions That Increase Customer Trust Text/SMS 27% 68% Showing a commitment Giving me control Being transparent Having a strong to protecting my over what information Tie about how my Online communities 28% 67% privacy policy information is collected about me information is used Voice-activated personal assistants (e.g., Siri, Alexa) 16% 45% Giving me control Asking for my explicit Being transparent over what information Having a strong consent to use my Tie about how my Prefer to use Total use is collected about me privacy policy information information is used Salesforce Research

State of the Connected Customer Country Profile: Nordics 35 300 Consumers & 123 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 52% of all customers experiences to keep my business products/services more frequently than before 53% 39% 46% 53% say their standard for good customer 54% 58% 53% experiences is higher than ever 32% 41% I will pay more for a great experience recognize the good that can come from AI 57% 65% of all customers 42% of all customers 61% 67% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 50% 53% important as its products/services their expectations of companies open to AI improving the customer experience 50% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 83% of business buyers 49% of business buyers 72% 68% believe AI presents good opportunities for society 60% want the same experience as when they’re say AI is already or actively transforming 62% 71% their expectations of companies open to AI improving the customer experience buying for themselves 59% recognize the good that can come from AI 39% of consumers 56% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 45% their expectations of companies open to AI improving the customer experience 81% of all customers 11 channels are used, 10 channels are used, 47% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 47% 62% Channels When Communicating with Companies 31% 52% 53% 66% Online portals 42% 85% Text/SMS 40% 80% Top Actions That Increase Customer Trust Mobile apps 40% 75% Giving me control Being transparent over what information Having a strong about how my Online communities 31% 69% is collected about me privacy policy information is used Voice-activated personal assistants (e.g., Siri, Alexa) 11% 35% Giving me control Being transparent over what information Having a strong about how my Prefer to use Total use is collected about me privacy policy information is used Salesforce Research

State of the Connected Customer Country Profile: Singapore 36 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 70% of all customers experiences to keep my business products/services more frequently than before 50% 69% 71% 45% say their standard for good customer 85% 84% 53% experiences is higher than ever 61% 64% I will pay more for a great experience recognize the good that can come from AI 69% 88% of all customers 57% of all customers 75% 84% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 71% 61% important as its products/services their expectations of companies open to AI improving the customer experience 72% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 89% of business buyers 61% of business buyers 81% 55% believe AI presents good opportunities for society 47% want the same experience as when they’re say AI is already or actively transforming 75% 58% their expectations of companies open to AI improving the customer experience buying for themselves 81% recognize the good that can come from AI 55% of consumers 71% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 68% their expectations of companies open to AI improving the customer experience 84% of all customers 12 channels are used, 11 channels are used, 67% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 42% 53% Channels When Communicating with Companies 27% 47% 49% 56% Online portals 61% 92% Text/SMS 53% 91% Top Actions That Increase Customer Trust Mobile apps 61% 89% Asking for my explicit Giving me control Having a strong consent to use my over what information Online communities 43% 80% privacy policy information is collected about me Voice-activated personal assistants (e.g., Siri, Alexa) 24% 58% Being transparent Showing a commitment Having a strong about how my to protecting my Prefer to use Total use privacy policy information is used information Salesforce Research

State of the Connected Customer Country Profile: United Kingdom 37 300 Consumers & 150 Business Buyers All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 74% of all customers experiences to keep my business products/services more frequently than before 51% 61% 64% 43% say their standard for good customer 81% 76% 54% experiences is higher than ever 51% 57% I will pay more for a great experience recognize the good that can come from AI 71% 80% of all customers 47% of all customers 63% 83% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 54% 65% important as its products/services their expectations of companies open to AI improving the customer experience 55% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 84% of business buyers 60% of business buyers 73% 58% believe AI presents good opportunities for society 41% want the same experience as when they’re say AI is already or actively transforming 67% 67% their expectations of companies open to AI improving the customer experience buying for themselves 67% recognize the good that can come from AI 41% of consumers 58% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 47% their expectations of companies open to AI improving the customer experience 86% of all customers 12 channels are used, 10 channels are used, 50% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 39% 54% Channels When Communicating with Companies 19% 42% 49% 60% Online portals 44% 81% Text/SMS 43% 80% Top Actions That Increase Customer Trust Mobile apps 44% 78% Showing a commitment Giving me control to protecting my over what information Tie Having a strong Online communities 30% 60% information is collected about me privacy policy Voice-activated personal assistants (e.g., Siri, Alexa) 26% 50% Giving me control Being transparent over what information Tie Having a strong about how my Prefer to use Total use is collected about me privacy policy information is used Salesforce Research

State of the Connected Customer Regional Profile: North America 38 900 Consumers & 450 Business Buyers in Canada and the U.S. All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 67% of all customers experiences to keep my business products/services more frequently than before 61% 44% 52% 51% say their standard for good customer 53% 60% 65% experiences is higher than ever 40% 48% I will pay more for a great experience recognize the good that can come from AI 70% 78% of all customers 42% of all customers 59% 75% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 49% 68% important as its products/services their expectations of companies open to AI improving the customer experience 48% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 81% of business buyers 48% of business buyers 64% 72% believe AI presents good opportunities for society 65% want the same experience as when they’re say AI is already or actively transforming 56% 75% their expectations of companies open to AI improving the customer experience buying for themselves 56% recognize the good that can come from AI 40% of consumers 57% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 45% their expectations of companies open to AI improving the customer experience 85% of all customers 10 channels are used, 9 channels are used, 44% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 47% 75% Channels When Communicating with Companies 40% 66% 50% 79% Online portals 43% 81% Mobile apps 41% 80% Top Actions That Increase Customer Trust Text/SMS 44% 79% Giving me control Being transparent over what information Having a strong about how my Online communities 19% 55% is collected about me privacy policy information is used Voice-activated personal assistants (e.g., Siri, Alexa) 18% 47% Giving me control Showing a commitment over what information Having a strong to protecting my Prefer to use Total use is collected about me privacy policy information Salesforce Research

State of the Connected Customer Regional Profile: Latin America 39 600 Consumers & 300 Business Buyers in Mexico and Brazil All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 75% of all customers experiences to keep my business products/services more frequently than before 39% 83% 85% 35% say their standard for good customer 86% 86% 41% experiences is higher than ever 82% 84% I will pay more for a great experience recognize the good that can come from AI 77% 92% of all customers 69% of all customers 82% 82% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 75% 74% important as its products/services their expectations of companies open to AI improving the customer experience 76% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 90% of business buyers 67% of business buyers 85% 45% believe AI presents good opportunities for society 41% want the same experience as when they’re say AI is already or actively transforming 79% 47% their expectations of companies open to AI improving the customer experience buying for themselves 79% recognize the good that can come from AI 70% of consumers 81% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 74% their expectations of companies open to AI improving the customer experience 93% of all customers 12 channels are used, 11 channels are used, 74% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 34% 40% Channels When Communicating with Companies 33% 35% 34% 43% Mobile apps 64% 94% Online portals 51% 92% Top Actions That Increase Customer Trust Online communities 40% 81% Showing a commitment Being transparent Giving me control 32% to protecting my about how my over what information Text/SMS 76% information information is used is collected about me Voice-activated personal assistants (e.g., Siri, Alexa) 32% 71% Showing a commitment Giving me control Being transparent to protecting my over what information about how my Prefer to use Total use information is collected about me information is used Salesforce Research

State of the Connected Customer Regional Profile: JAPAC 40 1,500 Consumers & 750 Business Buyers in Japan, Australia/New Zealand, Hong Kong, India, and Singapore All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 69% of all customers experiences to keep my business products/services more frequently than before 48% 62% 66% 44% say their standard for good customer 71% 74% 50% experiences is higher than ever 57% 62% I will pay more for a great experience recognize the good that can come from AI 66% 82% of all customers 54% of all customers 69% 73% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 67% 62% important as its products/services their expectations of companies open to AI improving the customer experience 63% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 79% of business buyers 57% of business buyers 75% 52% believe AI presents good opportunities for society 45% want the same experience as when they’re say AI is already or actively transforming 71% 56% their expectations of companies open to AI improving the customer experience buying for themselves 69% recognize the good that can come from AI 52% of consumers 65% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 65% their expectations of companies open to AI improving the customer experience 79% of all customers 11 channels are used, 10 channels are used, 60% say it’s very important for companies on average, by business buyers on average, by consumers A Data-Value Exchange Rises as Customer Trust Falls to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 48% 56% Channels When Communicating with Companies 33% 46% 55% 60% Online portals 49% 84% Mobile apps 55% 84% Top Actions That Increase Customer Trust Text/SMS 46% 83% Giving me control Asking for my 39% Having a strong over what information explicit consent to Online communities 75% privacy policy is collected about me use my information Voice-activated personal assistants (e.g., Siri, Alexa) 27% 59% Giving me control Vowing not to share Having a strong over what information my information Prefer to use Total use privacy policy is collected about me without permission Salesforce Research

State of the Connected Customer Regional Profile: EMEA 41 1,500 Consumers & 723 Business Buyers in France, Germany, the Netherlands, the Nordics, the United Kingdom All Customers Business Buyers Consumers Customer Standards Hit All-Time Highs Customers Set New Benchmarks for Innovation Most companies fall short of my Companies need cutting-edge digital I expect companies to provide new expectations for a great experience 61% of all customers experiences to keep my business products/services more frequently than before 52% 54% 58% 46% say their standard for good customer 67% 68% 54% experiences is higher than ever 48% 53% I will pay more for a great experience recognize the good that can come from AI 62% 74% of all customers 45% of all customers 63% 72% believe AI presents good opportunities for society say the experience a company provides is as say AI is already or actively transforming 56% 58% important as its products/services their expectations of companies open to AI improving the customer experience 54% I’ve stopped buying from a company because recognize the good that can come from AI a competitor provided a better experience 82% of business buyers 51% of business buyers 69% 58% believe AI presents good opportunities for society 49% want the same experience as when they’re say AI is already or actively transforming 63% 62% their expectations of companies open to AI improving the customer experience buying for themselves 61% recognize the good that can come from AI 42% of consumers 60% Customers Dictate the Experiences They Want believe AI presents good opportunities for society say AI is already or actively transforming 52% their expectations of companies open to AI improving the customer experience 84% of all customers 11 channels are used, 10 channels are used, 50% say it’s very important for companies on average, by A Data-Value Exchange Rises as Customer Trust Falls business buyers on average, by consumers to treat them as a person, not a to communicate with companies to communicate with companies number, to win their business I’m confused about how companies I believe my personal info is vulnerable use my data to a security breach Percentage of Customers Who Use and Prefer the Following 45% 60% Channels When Communicating with Companies 32% 50% 51% 65% Online portals 36% 81% Mobile apps 38% 78% Top Actions That Increase Customer Trust Text/SMS 33% 74% Giving me control Showing a commitment 25% over what information to protecting my Having a strong Online communities 65% is collected about me information privacy policy Voice-activated personal assistants (e.g., Siri, Alexa) 17% 47% Giving me control Asking for my over what information Having a strong explicit consent to Prefer to use Total use is collected about me privacy policy use my information Salesforce Research

StaStatte oe of the Cf the Conneconnectted Ced Cuuststomeromer 4242 APPENDIX Salesforce Research Salesforce Research

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

State of the Connected Customer Appendix 44 Customer Expectations Hit All-Time Highs Percentage of Business Buyers Who Agree With the Following, by Generation Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers I expect vendors to personalize engagement to my needs 56% 71% 80% I expect Amazon-like business buying experiences 54% % 66 77% I think vendors are providing more retail-like experiences than ever before 50% 66% 75% I have switched vendors for a more consumer-like experience 50% 67% 74% SalesforSalesforcce Re Researesearchch

State of the Connected Customer Appendix 45 Companies Face a New Connected Mandate Percentage of Customers Who Say the Following, by Customer Type Consumers Business Buyers 41% 56% 68% 29% 67% 76% 37% 59% 70% of customers of customers of customers feel less connected to say tailored engagement say service agents who are companies compared based on past interactions aware of sales interactions to two years ago is very important to are very important to winning their business keeping their business SalesforSalesforcce Re Researesearchch

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

State of the Connected Customer Appendix 47 Companies Face a New Connected Mandate Percentage of Customers Who Use and Prefer the Following Channels When Communicating with Companies, by Customer Type All Customers Consumers Business Buyers Prefer to use Total use Prefer to use Total use Prefer to use Total use 73% 98% 73% 98% 73% 97% Email 64% 94% 63% 94% 67% 96% In person Phone 60% 93% 58% 92% 64% 95% (e.g., landline phone) Online portals 44% 84% 41% 82% 48% 87% (e.g., self-service account information) 37% 83% 34% % 43% % 81 86 Online forms 48% 82% 44% 80% 54% 87% Mobile app Online knowledge bases (e.g., self-service 39% 82% 36% 80% 45% 86% FAQ, searchable libraries of info, etc.) Online chat/live support (e.g., pop-up 81 79 86 41% % 38% % 46% % support window on a company’s website) 40% 78% 37% % 45% % 76 84 Text/SMS 72 68 79 40% % 37% % 46% % Messenger apps 34% 71% 30% 66% 44% 81% Social media Online communities (i.e., forums to 63 79 30% 68% 26% % 40% % interact with other customers) Voice-activated personal assistants 23% 54% 18% 48% 32% 67% (e.g., Siri, Alexa) Salesforce Research

State of the Connected Customer Appendix 48 Technology Sets New Benchmarks for Innovation Percentage of Customers Who Agree with the Following, by Customer Type All Customers Consumers Business Buyers Companies need cutting-edge digital experiences to keep my business 54% 59% 68% Percentage of Customers Who Agree with the Following, by Generation Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers Companies need cutting-edge digital experiences to keep my business 39% 58% 72% I actively seek to buy from the most innovative companies (e.g., those that consistently introduce new products/services based on customer needs and new technology) 38% 52% 69% SalesforSalesforcce Re Researesearchch

State of the Connected Customer Appendix 49 Technology Sets New Benchmarks for Innovation Percentage of Customers Who Believe the Following Technologies Will Transform Their Expectations of Companies, by Customer Type Already transformed Actively transforming Will transform within five years All Customers Consumers Business Buyers Smartphones 49% 32% 12% 49% 32% 12% % 31% 13% 51 Mobile apps 13 15 % 14% % 40% % 41% 37% % 38 39% 37 Social media 13 13 14 39 34% % 38 33% % 41 36% % % % % Cloud computing 39% % 38% % 41% % % 18 % 18 % 17 29 27 33 Cybersecurity 44% % 43% % 44% % 20% 23 18% 24 25% 22 Internet of Things (IoT) 40% 26% 40% % 41% % 20% 18% 26 24% 25 Voice-activated personal assistants 38% % 37% % 40% % 20% 25 19% 25 23% 25 3D printing 34% % 36% % 19% 30 17% 34% 30% 21% 30 Drones % 34% 29% % 33% 29% % 35% 29% 17 16 20 Artificial intelligence (AI) % 37% 36% % 36% 36% % 37% 36% 14 13 17 Chatbots 35% % 34% % 37% % 15% 27 14% 26 18% 29 Virtual/augmented reality 28 28 30 15% 34% % 13% 33% % 18% 37% % Cryptocurrencies 14% 30% % 12% 29% % 17% 33% % 27 27 28 Blockchain 11% 30% 31% 9% 27% 31% 16% 35% 31% Salesforce Research

State of the Connected Customer Appendix 50 Technology Sets New Benchmarks for Innovation Percentage of Customers Who Love or Like the Following, by Generation Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers Like Love Like Love Like Love Credit card fraud detection 42% 46% 40% 45% 39% 47% Email spam filters 48% 35% 47% 34% 45% 34% Automatic reminders 52% 20% 49% 25% 46% 33% Predictive traffic alerts 48% 15% 49% 19% 47% 27% Smart thermostats 36% 15% 40% 18% 42% 26% Predictive text 40% 10% 44% 17% 43% 26% Mobile check deposit 29% 16% 36% 20% 39% 29% Voice-activated personal assistants 29% 10% 32% 17% 36% 28% Personalized recommendations 32% 6% 38% 14% 46% 25% Predictive image categorization 29% 6% 34% 13% 40% 23% Self-driving cars 23% 7% 27% 15% 33% 25% Base excludes respondents who said "Don't know" for each technology. Salesforce Research

State of the Connected Customer Appendix 51 Technology Sets New Benchmarks for Innovation Percentage of Customers Who Say the Following Technologies Are Revolutionary or Insignificant, by Customer Type Consumers Business Buyers Net Revolutionary vs. Net Revolutionary vs. Revolutionary Insignificant Difference Insignificant Revolutionary Insignificant Difference Insignificant Artificial intelligence (AI) 32% 3% 29% 9.7x 34% 4% 31% 9.1x more likely more likely Internet of Things (IoT) 28% 4% 24% 7.3x 31% 4% 27% 7.4x more likely more likely Blockchain 19% 5% 14% 4.1x 24% 5% 19% 4.8x more likely more likely Cryptocurrencies 18% 8% 11% 2.4x 20% 8% 12% 2.6x more likely more likely Virtual/augmented reality 22% 9% 13% 2.4x 26% 7% 19% 3.7x more likely more likely Chatbots 14% 14% 0% — 20% 11% 9% 1.8x more likely Cybersecurity 23% 2% 21% 10.2x 28% 3% 25% 10.1x more likely more likely Mobile apps 29% 4% 25% 6.9x 31% 4% 27% 8.4x more likely more likely Smartphones 44% 2% 41% 18.3x 40% 3% 38% 14.9x more likely more likely Social media 20% 8% 12% 2.6x 24% 6% 18% 3.9x more likely more likely Voice-activated personal assistants 21% 9% 12% 2.4x 24% 7% 17% 3.3x more likely more likely Cloud computing 29% 3% 26% 9.9x 31% 3% 29% 11.8x more likely more likely Drones 26% 6% 20% 4.2x 26% 5% 21% 4.8x more likely more likely 3D printing 38% 4% 34% 9.9x 36% 4% 31% 8.1x more likely more likely Net difference is based on the percentage of respondents viewing a technology as revolutionary and those viewing it as insignificant using the following formula: (revolutionary - insignificant). Respondents were not required to rate a technology as revolutionary or insignificant. Data is based off respondents who elected to rate a technology as such. Salesforce Research

State of the Connected Customer Appendix 52 Customers Balance Personalization and Privacy Amid a Crisis of Trust Percentage of Customers Who Say the Following, by Customer Type Percentage of Customers Who Say the Following, by Generation Consumers Business Buyers Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers 61% Fear of my data being compromised has increased over the past two years 59% 63% 58% 66% 62% I’m uncomfortable with how companies use my personal/business information of customers 71% say their fear of their data being 60% compromised has increased 46% over the past two years I’m confused about how companies use my data 53% 47% 37% Salesforce Research Salesforce Research

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

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

State of the Connected Customer Appendix 55 Customers Balance Personalization and Privacy Amid a Crisis of Trust Percentage of Customers Who Say They’re More Likely to Trust Companies with Their Personal Information If They Do the Following, by Customer Type Give me control over what information is collected about me 91% Consumers 94% Business Buyers Are transparent about how my information is used 89% 93% Have a strong privacy policy 89% 93% Show their commitment to protecting my information 89% 93% Vow not to share my information without permission 86% 91% Ask for my explicit consent to use my information 87% 91% Explain how using my information gives me a better customer experience 84% 90% Use my information to fully personalize my customer experience 75% 84% Salesforce Research

StaStatte oe of the Cf the Conneconnectted Ced Cuuststomeromer 5656 DEMOGRAPHICS Salesforce Research Salesforce Research

State of the Connected Customer Demographics 57 Customer Breaks Level of Education Region Business Buyers ....................................................33% Less than a high school diploma ........................ 2% NAM ........................................................................20% Consumers ............................................................67% High school degree or equivalent (e.g., GED) ....11% LAM .........................................................................13% Some college, no degree ...................................... 8% JAPAC .....................................................................33% Associate degree (e.g., AA, AS) ................................. 7% EMEA ......................................................................33% Company Size Bachelor’s degree (e.g., BA, BS) .............................36% Master’s degree (e.g., MA, MS, MEd) .......................23% Small (1–100 employees) .................................34% Professional degree (e.g., MD, DDS, DVM) .............. 9% Medium (101–3,500 employees) ...................46% Doctorate (e.g., PhD, EdD) ......................................... 4% Enterprise (3,501+ employees) ........................20% Country Generation United States .........................................................13% Traditionalists/Baby Boomers Australia/New Zealand ......................................... 7% (born before 1965)..............................................24% Brazil .......................................................................... 7% Gen Xers (born 1965–1980) ............................37% Canada ..................................................................... 7% Millennials/Gen Zers (born 1981–1999).......39% France ....................................................................... 7% Germany .................................................................. 7% Hong Kong ............................................................... 7% Gender India .......................................................................... 7% Japan ........................................................................ 7% Male ........................................................................59% Mexico ...................................................................... 7% Female ....................................................................41% Netherlands ............................................................. 7% Singapore ................................................................. 7% United Kingdom ..................................................... 7% Nordics (Norway, Finland, Sweden, Iceland, Denmark) .......... 6% SalesforSalesforcce Re Researesearchch

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