{"id":1242,"date":"2022-05-31T19:46:00","date_gmt":"2023-06-06T19:46:40","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1242"},"modified":"2023-06-16T03:24:10","modified_gmt":"2023-06-16T03:24:10","slug":"customer-engagement-research","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/customer-engagement-research\/","title":{"rendered":"What Drives Customer Loyalty in a Digital First World?"},"content":{"rendered":"\n

The fifth edition of Salesforce\u2019s State of the Connected Customer report<\/a> reveals how trust, personalisation, and digital-first experiences are increasingly central to meeting customer needs. Based on a global survey of consumers and business buyers, the report also highlights how customer expectations and behaviours have changed over time. <\/p>\n\n\n\n

Brian Solis has one critical piece of advice for businesses undergoing digital transformation<\/a>: \u201cIn times of change, make customers\u2019 needs and expectations your corporate North Star,\u201d says Salesforce\u2019s Global Innovation Evangelist. \u201cKeeping customers at the centre<\/a> will inspire loyalty and deepen trust.\u201d<\/p>\n\n\n\n

But what, exactly, do customers need and expect from businesses today? How can brands earn, maintain, and build customer trust? To find out, Salesforce surveyed over 13,000 consumers and nearly 4,000 business buyers across 29 countries for its latest study, State of the Connected Customer<\/a>.<\/p>\n\n\n\n

Trusted enterprises win the hearts of customers<\/h2>\n\n\n\n

As customers navigate a rapidly-shifting world, questions of trust, values, and integrity occupy their minds: 91% of business buyers in Singapore and Thailand believe trust becomes more important in times of change.<\/p>\n\n\n\n

In addition, customers expect businesses to act responsibly. Sixty-eight percent of customers around the world trust companies to act with society\u2019s best interest in mind \u2014 a significant jump from the 59% who agreed in Salesforce\u2019s 2020 survey<\/a>.<\/p>\n\n\n\n

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Customers expect companies to help solve issues like inequality or climate change<\/a>. Solis explains, \u201cWhen it comes to important issues, companies can\u2019t stand on the sidelines. Your values are an important part of your brand.\u201d<\/p>\n\n\n

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78% of customers around the world say environmental practices influence their decision to buy from a company.<\/p>\n<\/blockquote>\n\n