Over half of B2B customers ready to switch brands if needs not met

Some 57% of buyers are ready to take their business elsewhere if brands fail to anticipate their needs, according to new Salesforce research. 

The State of the Connected Customer report sought to determine how both B2B and B2C customer expectations are evolving as a result of the proliferation of mobile.

It revealed that buyers of the so-called ‘connected age’ are becoming increasingly demanding: 75% expect companies to provide a consistent experience across all touchpoints.

Continuity is a big issue across the board: almost nine in 10 (87%) expect the same level of service every time they interact with a brand, from customer service to point of sale. 

With a staggering 57% of buyers requesting companies provide customer service via virtual reality (VR) by 2020, all signs suggest that these expectations will continue to rise, particularly in areas of technology.

In the same timeframe, over half (55%) of business buyers expect brands to use artificial intelligence (AI) to automatically process orders and recommend products based on their preferences.

The findings suggest the customer is playing an increasingly big part in how businesses shape strategy and innovation, and provide further evidence of the importance of adaptation and innovation.    

Guillaume Roques, VP Marketing, EMEA at Salesforce commented: “In our mobile, connected age, customer expectations are skyrocketing and any company that wants to compete needs to be completely customer-centric.

"[...] It’s clear that achieving a single customer view, and empowering people throughout a company with timely customer insights has never been more important.

"As customers become even more demanding, technologies like AI and predictive intelligence will be increasingly important for companies looking to keep a step ahead and maintain customer satisfaction and loyalty."