To say this year has been different would be a huge understatement. Storefronts went digital, kitchen tables turned into conference rooms[1], and how we live, work, and shop have been generally turned upside down[2]. What hasn't changed for businesses, however, is the importance of providing an outstanding customer experience. 2020 ripped a hole in the fabric of time, and the commerce roadmap fell through it.
There's never been a more critical moment for companies to know their audience and relate to what they're experiencing. Brands that get this -- and actually invest in appreciating their customers' varied perspectives -- can gain a competitive advantage by delivering connected and contextualized engagement. While 66% of customers expect companies to understand their personal needs and expectations, only 34% say they usually do so. Moreover, more than half (52%) of customers expect offers to always be personalized.
So, how can companies get it right? One important way is for brands to ensure everyone under their roof has real-time information[3]. When customers engage with a company, they shouldn't have to worry about reaching the right person. Salesforce research shows 76% of customers expect consistent interactions across departments. However, 54% say it generally feels like sales, service, and marketing don't share information.
Prior to 2020, customers were well on their way to becoming more digitally dependent in their interactions with brands. From Amazon to Hulu, more and more customers grew accustomed to having their wishes granted at the push of a button. In a socially distanced environment, those same customers -- and many new converts -- have come to