{"id":1097,"date":"2020-10-20T15:47:00","date_gmt":"2023-10-18T15:47:10","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1097"},"modified":"2024-01-12T19:03:15","modified_gmt":"2024-01-12T19:03:15","slug":"what-exactly-is-the-connected-consumer","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/what-exactly-is-the-connected-consumer\/","title":{"rendered":"What, Exactly, Is The Connected Consumer?"},"content":{"rendered":"\n

A consumer comes walking into a store and approaches an associate right away, smiling and making direct eye contact. <\/p>\n\n\n\n

They ask smart questions that show they\u2019ve done their research. <\/p>\n\n\n\n

They offer feedback on the products they are shown. and they make comments to a friend they brought in with them. <\/p>\n\n\n\n

This may sound like something reserved for a physical, in-person experience, but the rise of connected consumers<\/a> means this exact scene can play out online, through digital channels. <\/p>\n\n\n\n

\u201cWalking into the store,\u201d just means they\u2019ve arrived at your website and are browsing your product pages. <\/p>\n\n\n\n

\u201cAsking smart questions\u201d could be inquiries they make via chatbot, email or social media. <\/p>\n\n\n\n

The feedback they offer, meanwhile, could be what they share on a review site, on their social accounts or even as they text their family and friends. <\/p>\n\n\n\n

Here\u2019s the big challenge: as a business, you need to be just as intuitive and consistent in how you welcome and provide value to connected consumers<\/a> as you\u2019ve traditionally done offline. <\/p>\n\n\n\n

Is your website ready to \u201cgreet\u201d a connected consumer, for example, in the sense it\u2019s easy to navigate? Are you available to take their questions and respond quickly? Are you aware of how they\u2019re sharing their experience once they\u2019ve made a purchase from you? <\/p>\n\n\n\n

To be fair, there are lots of companies still catching up to the needs and expectations of connected consumers, in part because they didn\u2019t emerge overnight. <\/p>\n\n\n\n

It took time for technology to become more affordable and accessible for people across different demographics and geographies. Adoption of tools and digital channels happened steadily but not immediately. It was more like a wave sweeping across the sand than a light switch being turned on. <\/p>\n\n\n\n

Today, though, connected consumers are quickly becoming the majority<\/a> of almost any firm\u2019s target market. Here\u2019s how to spot them, and to ensure you build the right relationship with them: <\/p>\n\n\n\n

What connected consumers want to see<\/h2>\n\n\n\n

Companies don\u2019t want to turn any business away, so the old approach was to make marketing appeal \u201cto the masses,\u201d where the same message was aimed at everyone. The ability to collect, manage and make sense of customer data means connected consumers expect a more personalized experience. <\/p>\n\n\n\n

They want to see an email newsletter that not only addresses them by name, but includes promotions that reflect their purchase histories. They want to get text notifications that let them know when a new item comes in that could complement something they\u2019ve already bought, or when something they had expressed interest in goes on sale. They want proof the company remembers their preferences on everything from the sizes and colours of the products they buy to the way they pay for them.<\/p>\n\n\n\n

What connected consumers want to hear<\/h2>\n\n\n\n

Let\u2019s start with what they don\u2019t want to hear: hold music, an agent who asks them to repeat information they\u2019ve already given elsewhere, or any indication they have been forgotten by your business. <\/p>\n\n\n\n

Companies that understand connected consumers are not only quick to respond, but give specific help based on what they know about them. These companies show they\u2019ve been listening, whether it\u2019s a survey that\u2019s been filled out or feedback they\u2019ve given on social media or a call. <\/p>\n\n\n\n

Connected consumers don\u2019t just want to hear from companies, though. They are in constant conversation with their peers to get advice on products, companies and prices. Successful businesses show they understand these discussions are happening, and improve how they operate accordingly. <\/p>\n\n\n\n

How connected consumers want to move<\/h2>\n\n\n\n

A physical store or office used to be the hub around which everything in a company revolved. That\u2019s no longer true of a company\u2019s website. <\/p>\n\n\n\n

Connected consumers want businesses to come to them, or at least make it easy to engage. Some will use your company\u2019s mobile app. Some will tweet their requests or send a direct message on Twitter or Instagram. Others will send an email, a text or even sign in to a virtual consultation via videoconference.<\/p>\n\n\n\n

Taking what\u2019s called an \u201comnichannel\u201d approach to marketing, sales and service used to be an opportunity for businesses. Now it\u2019s an imperative. It\u2019s worth it, though, because if you provide value at every touchpoint, you\u2019ll reap the benefits of increased loyalty and revenue. <\/p>\n\n\n\n

What connected customers want to feel<\/h2>\n\n\n\n

Technology has given customers so much power, but it also poses some risks and challenges that businesses need to keep in mind. <\/p>\n\n\n\n

When connected customers hand over their data to a company, for instance, they want to feel a sense of trust that it will be handled securely, and that their privacy will be respected. <\/p>\n\n\n\n

Using digital channels and tools should also be different when they\u2019re acting as a consumer versus when they\u2019re at work. Browsing and shopping online should feel fun, exciting, but also relaxing. The experience they have should feel memorable, and something they want to share with their family and friends. <\/p>\n\n\n\n

Connected consumers also want to feel the brands they support have a sense of purpose. That could mean they are somehow active in their local community, or that they make contributions towards causes that reflect their own values. Perhaps most importantly, connected consumers want to feel \u2014 even if they don\u2019t come out and articulate it quite this way \u2014 that they\u2019re in a real relationship with a company. <\/p>\n\n\n\n

A real relationship is one in which both parties actively participate, listen to each other and react in ways that are helpful. A real relationship is also not static but continues to evolve. In other words, connected consumers should feel the companies they do business with are in an ongoing process of learning more about them, and continuing to make the experience they offer better and better. <\/p>\n\n\n\n

Serving connected consumers may sound more difficult, but the technologies required are available to even the smallest businesses. And when you use them effectively, your business becomes more predictable in the way it delivers value, more efficient in how it operates and much faster to grow. <\/p>\n\n\n\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Understand what constitutes a connected consumer and how brands can best interact with them.<\/p>\n","protected":false},"author":1,"featured_media":1099,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[28],"sf_content_type":[],"coauthors":[2],"class_list":["post-1097","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-experience"],"yoast_head":"\nWhat, Exactly, Is The Connected Consumer? - Salesforce<\/title>\n<meta name=\"description\" content=\"Understand what constitutes a connected consumer and how brands can best interact with them.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/ca\/blog\/what-exactly-is-the-connected-consumer\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What, Exactly, Is The Connected Consumer?\" \/>\n<meta property=\"og:description\" content=\"Understand what constitutes a connected consumer and how brands can best interact with them.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/ca\/blog\/what-exactly-is-the-connected-consumer\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-18T15:47:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-12T19:03:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/what-exactly-is-the-connected-consumer.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"724\" \/>\n\t<meta property=\"og:image:height\" content=\"483\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Salesforce Canada\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Salesforce Canada\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/what-exactly-is-the-connected-consumer\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/what-exactly-is-the-connected-consumer\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/#\/schema\/person\/image\/67746feea2d6a73653ce0c10f94077a5\"}],\"headline\":\"What, Exactly, Is The Connected Consumer?\",\"datePublished\":\"2023-10-18T15:47:10+00:00\",\"dateModified\":\"2024-01-12T19:03:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/what-exactly-is-the-connected-consumer\/\"},\"wordCount\":1030,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/what-exactly-is-the-connected-consumer\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/what-exactly-is-the-connected-consumer.jpg\",\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/ca\/blog\/what-exactly-is-the-connected-consumer\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/what-exactly-is-the-connected-consumer\/\",\"url\":\"https:\/\/www.salesforce.com\/ca\/blog\/what-exactly-is-the-connected-consumer\/\",\"name\":\"What, Exactly, Is The Connected Consumer? 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