Salesforce, the global CRM provider, has released the fifth edition of its State of the Connected Customer report, which shares insights on the new digital-first customer engagement landscape from nearly 17,000 consumers and business buyers across 29 countries, including 650 from the UAE.
“The results of this survey were clear and offer a profound message for companies in the UAE: In times of change, such as we are in today, it is imperative to understand your customers’ needs and expectations and make them your guiding light,” said Thierry Nicault, Area Vice President – Middle East and North Africa, SalesForce. “Only by understanding each customer’s needs can companies earn, build, and maintain customer trust, which is the ultimate currency of engagement.”
The following are key findings from this year’s State of the Connected Customer report:
A Trust-Based Economy Has Emerged. Customers’ relationships with businesses are becoming increasingly impacted by questions of trust, values, and integrity as they navigate a rapidly changing world. In times of change, 89% of UAE respondents believe trust becomes more important.
Digital Acceleration Is Sparking Demand for Personalization at Scale. Customer engagement is unmistakably digital, but brands are under pressure to combine online and offline interactions into a personalized experience as in-person interaction resurfaces. Since 2020, 82% of UAE respondents have purchased products in novel ways.
New Realities Are Testing Brand Loyalties. Established brand loyalties are being tested as priorities and behaviors shift. 74% of UAE consumers have switched brands at least once in the last year.
Customer Support is Critical. Companies that want to win repeat business must prioritize customer service. 94 percent of UAE respondents agree that a positive customer support experience makes them more likely to make a repeat purchase.This new digital-first world has altered the norms of commerce, work, and daily life, prompting customers and brands to reconsider how they interact. As customers’ preferred channels of interaction with brands shift to online channels, brands must reimagine digital-first experiences that engage customers in a flexible, thoughtful, and personalized manner.
