How Can Companies Build Customer Trust? Salesforce Research Reveals All

Charlie Mitchell

Capture insights from the Salesforce State of the Connected Customer Report 2022

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How Can Companies Build Customer Trust? Salesforce Research Reveals All

“Keeping customers at the center [of digital transformation efforts] will inspire loyalty and deepen trust,” says Brian Solis, Global Innovation Evangelist at Salesforce.

This conclusion derives from a whole host of insights gathered within the Salesforce State of the Connected Customer Report 2022.

The study paints of picture of a rapidly changing CX dynamic fuelled by changes in customer behaviors and the rise of digital disruptors.

In these times, customer trust comes to the fore, with the report finding that 88 percent of customers believe trust is more important in times of change.

Yet, what drives trust? First and foremost, acting in the best interests of society. 68% of customers trust companies that do so, a significant jump from the 59% recorded in 2020.

Most important is taking a strong environmental stance, with 78% of customers noting that environmental practices influence their decision to buy from a company.

Of course, this is just one example. Ensuring fair trade, fighting inequality, and supporting world peace are causes that many brands must rally around. Solis adds:

When it comes to important issues, companies can’t stand on the sidelines. Your values are an important part of your brand.

The report suggests that failing to heed this advice impacts the bottom line, indicating that environmental practices sway 78% of consumer purchasing decisions.

Furthermore, almost two-thirds (66%) of customers have stopped buying from businesses with values that oppose their own.

However, developing and demonstrating a purpose that aids society is not only complementary to customer retention and acquisition; it also enhances employee engagement strategies. After all, purpose is a critical motivator. A brand with a purpose will likely find it much easier to inspire teams with the work they do, as well as attract recruits and build trust.

More Fascinating Findings from The Salesforce Study

The Salesforce study delves deeper into the current state of CX, going beyond customer trust research and into broader arenas.

With this in mind, here are some more significant statistics that the research reveals:

  • Almost 90% of consumers say CX matters as much as products or services.
  • 71% of consumers switched brands at least once as priorities, lifestyles, or financial situations changed
  • 73% of customers expect companies to understand their unique needs and expectations.
  • 61% of consumers are comfortable with companies using relevant personal information transparently and beneficially — up from 52% in 2020.

To gather these findings, Salesforce surveyed 13,020 consumers and 3,916 business buyers across the Americas, Europe, Africa, and the Asia Pacific from December 2021 to February 2022.



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