Salesforce a multinational company specialising in CRM, has released the fifth edition of its State of the Connected Customer report that shares insights from nearly 17,000 consumers and business buyers across 29 counties, including 650 from the UAE, on the new digital-first customer engagement landscape.
Key insights of this year’s State of the Connected Customer report include:
A Trust-Based Economy Has Emerged. As customers navigate a rapidly changing world, questions of trust, values, and integrity are increasingly impacting their relationships with companies. 89% of UAE respondents believe trust becomes more important in times of change.
Digital Acceleration Is Sparking Demand for Personalisation at Scale. Customer engagement is decidedly digital-first, but brands are under pressure to merge online and offline interactions into a personalised experience as in-person interaction re-emerges. 82% of UAE respondents have purchased products in new ways since 2020.
New Realities Are Testing Brand Loyalties. As priorities and behaviours shift, established brand loyalties are undergoing tests of strength. 74% of UAE consumers have switched brands at least once in the past year.
Customer Support is Critical. Companies must make customer support a priority if they want to win repeat business. 94% of respondents from the UAE agree positive customer support experience makes them more likely to make a repeat purchase.
This new digital-first world has changed the norms of commerce, work, and everyday life, prompting customers and brands to re-establish how they connect. As customers continue to shift their preferred experiences with brands to online channels, brands must re-imagine digital-first experiences that engage customers in a way that is flexible, thoughtful, and provides a personal touch.
View a breakdown of key insights from consumers and business buyers, including generation and country filters, in an interactive Tableau dashboard.
“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 individual customers’ needs can companies earn, build, and maintain customer trust, which is the ultimate currency of engagement.”