State of the Connected Customer – 4th Edition

Our world has been thrown into flux by ongoing economic, health,
leadership, social justice, and climate crises. Personal and professional
lives have merged, and customers are calling on businesses to adapt.

For the 4th edition of the “State of the Connected Customer” report, Salesforce surveyed 12,000
consumers and 3,600 business buyers worldwide to discover:

• How customer expectations and behaviours are transforming through ongoing crises.
• Which criteria customers use to evaluate brands.
• Why and how customers are holding companies to account in new and unprecedented ways.