Thought leadership

Interesting global survey in this week’s newsletter which reveals that while a string of crises has affected all facets of life, including a fundamental shift in how customers connect with brands, factors such empathy, personalisation, convenience, and digital transformation are the keys to successful future customer relationships – as these same customers reevaluate the role of business in society. The notion of stakeholder capitalism is increasingly factored into purchase decisions says the survey report.

The findings of this annual global Salesforce report chime perfectly with the overarching theme of our own upcoming flagship Virtual Customer Engagement Summit in December. Our CPD accredited case study driven Summit is themed around ‘The Importance of Trust and Transparency for Customers with Fast Changing Priorities, Preferences and Behaviours’. The global State of the Connected Customer report captures insights from over 15,000 consumers and business buyers across 27 countries, including 650 respondents from the United Kingdom, to help companies transform how they drive customer success. The research examines survey results across four generations of customers: baby boomers, Gen Xers, millennials, and Gen Zers.

Commenting on the report findings Vala Afshar, Chief Digital Evangelist at Salesforce says “Regardless of who they market, sell, or provide service to, businesses are navigating a landscape they couldn’t have imagined at the beginning of this year. A massive shift to digital channels isn’t the only challenge that leaders have to grapple with. They also need to listen and respond to customer demands for empathy and understanding, innovative products and services, and a fundamental rethinking of the role of business in society. Connecting customers at various touchpoints – digital, human, or other – to gain a holistic understanding is the first step on the path to resiliency and growth.”

Sage words from Vala Afshar. Look forward in the meantime to welcoming you to FREE registration to our Virtual Customer Engagement Summit in December.

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