“Keeping customers at the center [of digital transformation efforts] will inspire loyalty and deepen trust,” says Brian Solis, Global Innovation Evangelist at Salesforce.
This conclusion derives from a whole host of insights gathered within the Salesforce State of the Connected Customer Report 2022.
The study paints of picture of a rapidly changing CX dynamic fuelled by changes in customer behaviors and the rise of digital disruptors.
In these times, customer trust comes to the fore, with the report finding that 88 percent of customers believe trust is more important in times of change.
Yet, what drives trust? First and foremost, acting in the best interests of society. 68% of customers trust companies that do so, a significant jump from the 59% recorded in 2020.
Most important is taking a strong environmental stance, with 78% of customers noting that environmental practices influence their decision to buy from a company.
Of course, this is just one example. Ensuring fair trade, fighting inequality, and supporting world peace are causes that many brands must rally around. Solis adds:
When it comes to important issues, companies can’t stand on the sidelines. Your values are an important part of your brand.
The report suggests that failing to heed this advice impacts the bottom line, indicating that environmental practices sway 78% of consumer purchasing decisions.