Consumers Are More Connected Than Ever, but Brands Still Struggle to Meet Their Needs

State of the connected customer

Many marketers are wary of using customer data due to privacy restrictions, but this is a mistake. Today’s connected customers expect brands to leverage their data in order to deliver intelligent, unique journeys that cater to specific needs. The marketers who power personalization with data are seeing success.

Our new research report, “State of the Connected Customer,” analyzes responses from over 7,000 global consumers and business buyers to uncover key trends among digitally empowered customers. The research indicates 72 percent of consumers expect companies to understand their unique needs and expectations—which has obvious implications for marketers.

Check out the full results of our study, “State of the Connected Customer”

The study also highlights new vehicles of business innovation—such as mobile apps, cloud platforms and even emerging artificial intelligence—as they adapt to customers that increasingly drive business strategies. For example, high-performing marketers—those most satisfied with the outcomes realized as a direct result of their company’s marketing investments—are over 10 times more likely than under-performers to be extensively using predictive intelligence, and over 7 times more likely to be extensively using web personalization.

The connected customer has emerged as the driving force in a world of constant disruption, and brands that put the customer experience at the center of their strategy will be best positioned for success. To learn more about what that looks like, get the full study: