New research by Salesforce has found nearly two thirds of all consumers globally expect companies to respond and interact with them in real time, and that brands are only one bad experience away from customer churn.
According to Salesforce’s State of the Connected Consumer report, 64 per cent of consumers expect companies to respond and interact with them in real time, while 80 per cent of consumers said a company responding immediately when they reach out for help influences their loyalty.
The report found that half of all global consumers are likely to switch brands if they fail to anticipate their needs, and almost three-quarters said they would feel the same if brands didn’t provide an easy checkout process.
Furthermore, two-thirds of consumers say they are likely to switch brands if they are treated like a number instead of an individual.
The report also found that 71 per cent of consumers are more likely to purchase products that have positive online consumer ratings, and more than half believe social media has given them more power as a consumer.
Meanwhile, 57 per cent of consumers said it is ‘absolutely critical’ or ‘very important’ that companies have an easy-to-use mobile experience.