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CUSTOMER RELATIONSHIP MANAGEMENT
Most say the experience is as important as products and services
By our News Team | 2023
More than 90% of South African consumers in study believe good products and services cannot trump customer service excellence.
Salesforce, a global player in the customer relationship management (CRM) sector, recently released its new ‘State of the Connected Customer’ report. This shares insights from 14 300 consumers and business buyers across 25 countries — including 650 from South Africa.
The study focuses on how AI, digital transformation and macroeconomic trends are reshaping customer expectations and behaviours across the buying lifecycle. Among the important insights from the research:
Photo by Ketut Subiyanto from Pexels
A changing world is shaking up expectations
Economic and technological shifts are changing customer priorities, behaviours and expectations. Therefore, the pressure is on for brands to step up.
- 66% of customers in South Africa expect companies to understand their needs as they change.
- 92% of customers in South Africa expect faster service as technology advances.
Experience remains crucial amidst bargain seeking
Brands have ample opportunity to compete on more than price.
- 91% of SA consumers say the experience a company provides is just as important as its products and services.
- 66% of local consumers in SA switched brands at least once in the past year.
- The top three reasons why they switched brands were: better deals, product quality and customer service.
Generative AI evokes curiosity
Customers have a variety of feelings about the rise of generative AI. However, in all 25 countries surveyed, ‘curiosity’ is among the top three.
- The top three customer sentiments around generative AI in South Africa were: curiosity, hope and excitement.
Trust is paramount as AI expands
Customers expect transparency as companies ramp up their use of AI.
- 76% of SA customers are concerned about companies using AI unethically.
- 66% of local customers say greater visibility into AI’s use would deepen their trust.
- 91% of customers in South Africa say it’s important to know whether they’re communicating with AI or a human.
“We believe now is the time for companies to build secure, innovative and efficient experiences with trust at the forefront,” says Michael Affronti, Senior Vice President and General Manager of Commerce Cloud at Salesforce.
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