2023-12-12 11:21:34
Today, customers no longer expect companies to simply sell them a product. Shopping experience plays a crucial role for consumers. In view of the current context, between inflation, the end of Covid-19 and the evolution of artificial intelligence, the relationship between customers and brands throughout the purchasing cycle is no longer the same.
Salesforce has just released the sixth edition of its report “Focus on the connected customer”. Available free upon downloading, this white paper allows you to better understand customers (B2C and B2B), particularly to understand their expectations. To establish this study, Salesforce surveyed 11,000 consumers and 3,300 professional buyers between May and July 2023 to gain an overview.
With this white paper, Salesforce wanted to study three areas:
- How the new economic situation is changing consumer expectations and purchasing behaviors
- The evolution of consumers’ relationships with brands throughout the purchasing cycle
- Consumer opinion on generative artificial intelligence
Quite a program, then! In this article, we offer you an overview of the white paper “Focus on the connected customer” from Salesforce.
I download the Salesforce white paper for free
Higher expectations
First, there was the health crisis caused by Covid-19. Customers’ consumption habits were disrupted and its impact is still felt today.
Then, inflation set in and weighed on the budgets of many customers. 62% of consumers say they have changed their purchasing behavior due to the rising cost of living. Although they are always on the lookout for bargains, customers continue to place particular importance on the quality of products and services as well as the purchasing experience.
For 80% of consumers, the quality of experience offered by a company is just as important as the products and services offered. Unfortunately, 61% of customers believe that companies do not personalize the experience enough.
With the rise of new technologies, particularly artificial intelligence, and the collection of personal data, consumers are now much more demanding. It’s quite simple: brands must be up to the task! Technology advances and, as a result, 81% of customers expect a faster experience while 73% want better personalization. The quality of experience is especially required considering all the data collected by companies.
I download the Salesforce white paper for free
Generally, good service encourages repeat purchases, recommendations and even indulgence. More than 70% of customers have forgiven a company’s mistakes, recommended or made a purchasing decision because of excellent customer service. This is therefore not to be neglected.
As customers have now struck a balance between shopping online and shopping in physical stores, 74% of those surveyed by Salesforce expect to be able to do everything they can do in person online. Unfortunately, more than half of them have to re-explain or repeat themselves when they move from one department or team to another. Yet, 79% of consumers rely on consistent interactions between the different teams of a company.
A curiosity for generative artificial intelligence
For several months, artificial intelligence has been disrupting all areas of activity around the world. Although many consumers express some fears on this subject, the promises of generative AI mainly arouse the curiosity of all generations. Artificial intelligence can help businesses deliver a remarkable shopping experience, under certain conditions. In the eyes of customers, its use must be transparent, secure and dedicated to improving the shopping experience.
According to the Salesforce report, 68% of consumers say advances in AI make it more important for businesses to be trustworthy, while 80% of customers say it is essential for humans to remain involved in the use of artificial intelligence.
Do you want to know more regarding customers, their new consumption habits and their expectations in the midst of digital transformation? Download the free new white paper “Focus on the connected customer” from Salesforce:
In partnership with Salesforce
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