{"id":2060,"date":"2021-04-06T20:53:00","date_gmt":"2023-09-04T20:53:59","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2060"},"modified":"2023-11-02T13:09:08","modified_gmt":"2023-11-02T13:09:08","slug":"digital-first-omnichannel-for-customer-connection","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/digital-first-omnichannel-for-customer-connection\/","title":{"rendered":"Digital-First and Omnichannel Drive Customer Connection in 2021"},"content":{"rendered":"\n

As global consumers continue to demand more from the brands and businesses with whom they choose to engage, understanding the impact of evolving consumer expectations and behaviours is critical. <\/p>\n\n\n\n

Leveraging responses from 15,000+ consumers and business buyers worldwide, our fourth edition of State of the Connected Consumer Report<\/a> presents a broad view of what consumers want, with data-driven insights to support the evolution in business strategy that demands. <\/p>\n\n\n\n

So, what do connected consumers want in 2021? Consumers want it all \u2014 from brands that share their values and demonstrate commitment to societal good, to convenient and personalised experiences. Today\u2019s consumers are simply demanding more, and they\u2019re demanding it digitally<\/a>. <\/p>\n\n\n\n

In this article we\u2019ll dive into the digital-first and omnichannel demands of consumers, shining a light on the habits that have been cultivated in recent times and what they mean for brands looking to create engaging experiences going forward. <\/p>\n\n\n\n

Evolution is an expectation<\/b><\/h2>\n\n\n\n

COVID-19 has changed the way businesses operate<\/a> and is having a huge impact on sales teams and customer service. A service. A whopping 88% of consumers expect companies to accelerate their digital initiatives. Perhaps this is no surprise given the incredible shifts in work\/life arrangements that have taken place across the globe and the remote nature of work that now characterises many industries. As consumers experienced the continuous blurring of the lines previously drawn between their working and personal worlds<\/a>, their behaviours adapted in line with this increasingly digital existence. <\/p>\n\n\n\n

These shifts in behaviour have already accelerated digital adoption exponentially. What\u2019s more, it has crystallised the importance of a digital strategy built to evolve and change with the times.<\/p>\n\n\n\n

As consumers spent more time in home offices<\/a> and less time in stores throughout 2020, their expectations of online engagements rose, accelerating the timetable for digital transformation. While 76% of consumers expect consistent interactions across departments, businesses are falling short of the mark with 54% of consumers saying that it generally feels like sales, service, and marketing don\u2019t share information. <\/p>\n\n\n\n

Rising to the challenge of providing empathetic, trusted, and convenient experiences may not come easy for businesses, but the demand is clear. In a global market where 66% of customers feel as though they are treated as a mere number, evolving to provide increased digital options across channels<\/a> presents an incredible opportunity for businesses to differentiate. <\/p>\n\n\n\n

Customers in Belgium are particular when it comes to the experience on offer. In fact, 68% say experience is just as important as the products and services themselves.<\/p>\n\n\n\n

Variety is key<\/b><\/h2>\n\n\n\n

On average, consumers are turning to nine channels throughout their buying journey as they browse inventory, seek advice and make purchases. Consider this alongside the insight that 76% of consumers prefer different channels depending on context<\/b> and it becomes clear that an omnichannel presence is demanded of businesses. <\/p>\n\n\n\n

As consumers look to various channels for different types of information and engagement, understanding consumer behaviour from customer acquisition to retention and ongoing service and support is critical. <\/p>\n\n\n\n

Customer behaviour patterns should inform the different content and channels needed to support a variety of business functions. Content across channels should be complementary<\/a>, leveraging an always-on approach that is monitored and modified to ensure the provision of the right information, at the right time, in the right place. <\/p>\n\n\n\n

In 2020, channel popularity saw some changes, with messenger apps such as WhatsApp and Text\/SMS becoming more popular. For the first time, we saw a video enter the top-ten space. Also notable are those channels with little to no movement; Email, Phone, and In-person engagement options remained the top three preferences globally. <\/p>\n\n\n\n

Customers in Belgium prefer email by far; fully 97% are using that channel. The next most popular of the 13 channels our survey respondents from Belgium said they use to communicate with brands are:<\/p>\n\n\n\n