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.

Pre-conference masterclass discusses taking African brands to the world

Participants challenged to identify, articulate and commercialise the cultural assets that make their brand ready for a global audience.

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Africa’s first Sports Direct retail store opens its doors in Nairobi

Second outlet planned for Nairobi before year end, with Nigeria, South Africa and Morocco said to be future target markets.

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Search is fragmenting – credibility and trust create the new visibility

Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?

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The move toward future-ready food packaging where materials meet AI

Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.

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Malawi’s marketers urged to put trust at the heart of the profession

Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.

Lingerie brand creates street-stopping advertising in Manhattan

Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.

We know AI influencers aren’t real – so why do we trust them?

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

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Why trust has become a critical asset for hotel industry marketers

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

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FNB bank’s eBucks programme dominates the 2026 SA loyalty awards

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

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Zambia’s strongest creative ideas are emerging from local truths

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.

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Consumers have doubts about products when they’re designed by AI

Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.