In December of 2016, SalesForce released its State of the Connected Customer report, which polled 7,000 individuals about expectations they have of the companies they do business with. The findings illustrate how the connected world influences purchasing. Unless you do business with people who live in Internet-free zones without electricity and smartphones, this information is important to your business.
What You Need to Know About the Connected Customer
Assuming SalesForce’s survey is indicative of your customer base, here are some key findings that could apply to your business.
66% of those surveyed said they’d likely switch to a competitor if they felt like the business was treating them like a number and not a person.
This finding shouldn’t shock anyone as personalization is fast becoming an expectation of most customers. Luckily, data makes it easy for businesses to personalize an approach. Don’t miss this opportunity by treating everyone the same.
74% of people are likely to switch brands if the online checkout process is not smooth
This is huge. Not only is it nearly 3/4 of the people polled but it shows how important every aspect of business is. Something as small as the checkout process (from a business perspective) is not small from a customer one. Every time you come in contact with a customer, the exchange must be flawless. This stat shows most customers aren’t going to give you any leeway when it comes to the purchase experience.
52% wish they could do more with their mobile devices
Smartphones are quickly becoming the way people gain information, shop, get directions, capture special events, and connect with others. We always have them with us. They’re convenient, portable, and it’s becoming a habit to reach for it long before powering up our laptop or desktop. This number indicates it’s no longer enough to have a static presence on the web. Your audience expects to interact with you from their phones (and not through phone calls) and your website better reflect that desire.
In the beginning of mobile, we created websites for phones that were just smaller versions of our regular site. Now, it’s not just about the information but the interaction. Your customer wants to order and search for products on their mobile devices. If you’re not helping them do that, they’ll find someone who will.
The full SalesForce findings can be downloaded here.
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