Salesforce, the global leader in CRM, today released the fifth edition of its State of the Connected Customer report that shares insights from nearly 17,000 consumers and business buyers across 29 countries, including 650 from Singapore, on the new digital-first customer engagement landscape.
Key insights from this year’s State of the Connected Customer report include:
- A Trust-Based Economy Has Emerged. As customers navigate a rapidly changing world, questions of trust, values, and integrity are increasingly impacting their relationships with companies. 90% of respondents in Singapore believe trust becomes more important in times of change
- Digital Acceleration Is Sparking Demand for Personalisation at Scale. Customer engagement is decidedly digital-first, but brands are under pressure to merge online and offline interactions into a personalised experience as in-person interaction re-emerges. 72% of respondents in Singapore have purchased products in new ways since 2020
- New Realities Are Testing Brand Loyalties. As priorities and behaviours shift, established brand loyalties are undergoing tests of strength. 68% of consumers in Singapore have switched brands at least once in the past year
This new digital-first world has changed the norms of commerce, work, and everyday life, prompting customers and brands to re-establish how they connect. As customers continue to shift their preferred experiences with brands to online channels, brands must re-imagine digital-first experiences that engage customers in a way that is flexible, thoughtful, and provides a personal touch.
View a breakdown of key insights from consumers and business buyers, including generation and country filters, in an interactive Tableau dashboard.
“Brands have a lot more to consider in today’s digital-first environment. In Southeast Asia, where some of the fastest growing digital economies are, this is both a challenge and opportunity,” said Sujith Abraham, Senior Vice President and General Manager, ASEAN. “Customers today value experience as much as the product – this is as high as 90% in Singapore. The brands that invest in driving trusted and personalised experiences will be the ones that gain an engaged and loyal following.”
