Online interactions accounted

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So, how can companies get it right? An important approach for brands is to ensure that everyone within their portfolio has access to real-time information. When customers interact with a company, they don’t have to worry about finding the right fit. Our research shows that 76% of customers expect consistent interactions across departments. However, 54% of respondents said it often feels like sales, service and marketing departments don’t share information.

“Disconnected experiences often inconvenience customers,” noted Tiffani Bova, Salesforce Azerbaijan WhatsApp Number List Growth and Innovation Evangelist. “They still do, but they do more damage in our current environment because they signal insensitivity. ”

Prior to 2020, customers were increasingly reliant on digital in their interactions with brands. From Amazon to Hulu, more and more customers are getting used to having their wishes fulfilled at the push of a button. In an environment of social distancing, these customers, along with many new converts, have come to view digital engagement not just as a convenience, but as a necessity. In turn, brands must accelerate their digital transformation.

“Online interactions accounted for 60% of customer engagement in 2020, up from 42% in 2019.”
  


Fourth Edition, The State of the Connected Customer

In just one year, online customer interactions grew from 42% (2019) to 60% (2020). While the sharp increase partly reflects our overnight shift to a socially distanced society, the upward trend shouldn't come as a surprise. Most brands are already transforming their digital capabilities to cater to customers. COVID-19 has just given a boost to these plans. Customers agree, with 88% saying they expect companies to accelerate digital initiatives as a result of the pandemic. Additionally, 68% of customers believe COVID-19 has increased their expectations for brands’ digital capabilities.


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This article originally appeared on the US version of the Salesforce blog.


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