Brands are under pressure to merge online and offline interactions into personalized experiences as in-person interaction re-emerges, according to a new report conducted by software company Salesforce.
The survey, State of the Connected Customer, shares insights from nearly 17,000 consumers and business buyers across 29 counties, including 650 from the UAE. It sheds light on the new digital-first customer engagement landscape.
According to the study, the 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.
The report notes that 82 percent of UAE respondents have purchased products in new ways since 2020.
The findings demonstrate that established brand loyalties are undergoing tests of strength as 74 percent of UAE consumers have switched brands at least once in the past year.
The analysis further observes that customer support has become critical with 94 percent of respondents from the UAE agreeing on a positive customer support experience makes them more likely to make a repeat purchase.
Moreover, the research highlights that 89 percent of UAE respondents believe trust becomes more important in times of change.
It shows that questions of trust, values, and integrity are increasingly impacting customers’ relationships with companies as they navigate a rapidly changing world.