For the fifth edition of the State of the Connected Customer report, Salesforce Research surveyed 13,020 consumers and 3,916 business buyers worldwide to discover:
• The evolution of trust and loyalty in customer-brand relationships
• How customers balance their expectations for personalization versus privacy
• What the digital-first customer experience looks like across the customer lifecycle
Due to rounding, not all percentage totals in this report sum to 100%. All comparison calculations are made from total numbers (not rounded numbers).