ME customers demand connected, multi-channel engagement with businesses
Research by Salesforce says 75% of customers look to new technologies to create better experiences
Middle East companies are being challenged to rethink not just the individual experiences they provide customers, but their entire approach to customer engagement, new research by Salesforce reveals.
At the same time, the ‘State of the Connected Customer’ report shows that corporate values have become more relevant than ever and factor into customers’ decisions of whether or not to buy from a company.
The global report captures insights from over 8,000 consumers and business buyers across 16 countries, to help companies transform how they drive customer success.
“Three-quarters of customers expecting companies to use technology to enhance experiences underlines the importance of Middle East organizations better understanding their customers,” said Thierry Nicault, regional vice-president Enterprise Business Unit (EBU) for Middle East, Africa and Central Europe Salesforce. “In the Middle East, AI, machine learning, and the Internet of Things can optimise omni-channel customer engagement, drive new streams of digital revenue, and enhance customer loyalty.”
The Salesforce report determines that customers’ standards for engagement are different today. Customers expect timely and connected experiences where their preferences are known across multiple touchpoints and can be quickly accessed. Worldwide, 69% of customers expect connected experiences that raise the bar for engagement, and 71% of customers expect companies to interact with them in real time.
The bar for innovation is higher than ever, with 75% of customers worldwide expecting companies to use new technologies to create better experiences. Digital transformation initiatives like artificial intelligence, voice technology and connected devices are having more impact on the customer experience. 76% of customers are using connected devices, and 62% are open to using artificial intelligence to improve their experiences.