Asian young delivery man courier shopping online with package post box in uniform wearing protective face mask making service woman customer using hand finger signature on digital mobile phone at home

There’s never been a more critical moment for companies to know their audience and relate to what they’re experiencing. Brands that get this – and actually invest in appreciating their customers’ varied perspectives – can gain a competitive advantage by delivering connected and contextualised engagement. While 66% of customers expect companies to understand their personal needs and expectations, only 34% say they usually do so. Moreover, more than half (52%) of customers expect offers to always be personalised.

So, how can companies get it right? One important way is for brands to ensure everyone under their roof has real-time information. When customers engage with a company, they shouldn’t have to worry about reaching the right person. Our research shows 76% of customers expect consistent interactions across departments. However, 54% say it generally feels like sales, service, and marketing don’t share information.


“Disconnected experiences used to inconvenience customers,” noted Tiffani Bova, Growth and Innovation Evangelist at Salesforce. “They still do, but they cause so much more damage in our current environment because they signal insensitivity.”

Prior to 2020, customers were well on their way to becoming more digitally dependent in their interactions with brands. From Amazon to Hulu, more and more customers grew accustomed to having their wishes granted at the push of a button. In a socially distanced environment, those same customers – and many new converts – have come to view digital engagement as not only a convenience, but a necessity. Brands, in turn, have had to accelerate their digital transformations.

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