Fifth Edition – State of the Connected Customer

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).