40 Sales Statistics from SalesForce Research 2023

Customer Priorities

1. 62% of consumers have recently reassessed their priorities.
   Economic pressures like inflation and increased living costs have caused customers to rethink how and where they spend money. While price sensitivity has risen, consumers still value quality and reliability in the products and services they choose. This presents opportunities for businesses to differentiate by offering value beyond pricing​1.
2. 80% of customers say the experience a company provides is as important as its products and services.
   Customer experience is now as critical as the products themselves, with seamless, personalized, and prompt service being key to retaining loyalty. Companies that fail to deliver a strong experience risk losing customers even if their products are top-notch​1.
3. 82% of customers cite the cost of living as a significant influence on their priorities.
   Rising costs have made affordability a primary concern for many consumers. However, this doesn’t mean that price is the sole deciding factor; customers also weigh quality and service reliability when making decisions​1.
4. 55% of customers say product quality is essential even during economic uncertainty.
   Quality remains a non-negotiable for consumers, underscoring the need for businesses to balance affordability with maintaining high standards. This balance is crucial for brands to retain credibility and trust amid financial challenges​1.
5. 44% of consumers have switched brands to get better deals.
   Competitive pricing remains a key factor driving brand-switching behavior, especially during times of financial strain. However, brands that combine affordability with superior experiences stand the best chance of retaining customers​1.

Personalization in Customer Engagement

6. 65% of customers expect companies to adapt experiences to their changing needs.
   Modern customers value flexibility and customization in their interactions with businesses. They expect brands to use data effectively to provide tailored services, making personalization a top priority for successful engagement​1.
7. 61% of customers feel companies treat them as a number rather than an individual.
   Many businesses still fall short in delivering personalized experiences, leaving customers feeling undervalued. Bridging this gap with data-driven strategies can significantly improve customer satisfaction and loyalty​1.
8. 46% of customers say their favorite brands are better at adapting to their needs.
   Customers recognize their favorite brands for their responsiveness and personalized engagement, but even these brands have room for improvement. Businesses that proactively adapt to customer preferences gain a significant competitive edge​1.
9. 73% of customers expect better personalization when they share more data.
   Customers are willing to provide data, but only if they see clear benefits in return. Failure to meet these expectations can erode trust and lead to disengagement​1.
10. 78% of business buyers expect companies to adapt to their changing needs.
    Personalization isn’t just a consumer expectation—it’s critical in B2B interactions as well. Businesses must demonstrate an understanding of their buyers’ evolving goals to strengthen professional relationships​1.

Data Transparency and Trust

11. 79% of customers are more likely to trust companies that clearly explain data usage.
    Transparency is vital for earning customer trust, especially when it comes to sensitive data. Clearly communicating how data is collected, stored, and used can alleviate customer concerns and build long-term loyalty​1.
12. 80% of customers feel companies don’t use their data to benefit them.
    This perception creates a trust deficit that businesses must address. To meet customer expectations, companies need to showcase tangible benefits derived from data usage, such as personalized offers or improved experiences​1.
13. 44% of customers are comfortable with first-party data collection, compared to 30% for third-party data.
    Customers are more at ease with companies collecting data directly from their interactions, such as website clicks or purchase histories. Third-party data collection is often viewed as intrusive, making transparency and consent crucial in this area​1.
14. 85% of customers are increasingly protective of their personal data.
    Rising awareness of data privacy issues has made customers more cautious about sharing information. Businesses must prioritize secure data practices to maintain trust in an increasingly privacy-conscious world​1.
15. 81% of customers expect companies to handle their data securely.
    Data security is not just a regulatory requirement; it’s a customer expectation. Businesses that fail to secure customer data risk both reputational damage and the loss of valuable customer trust​1.

AI in Customer Engagement

16. 53% of customers believe generative AI can improve customer experiences.
    Customers see generative AI as a tool to deliver faster, smarter, and more tailored experiences. However, businesses must implement AI thoughtfully, ensuring it complements rather than replaces human interaction. The potential lies in creating efficiencies without sacrificing empathy​1.
17. 80% of customers want human validation of AI outputs.
    Customers are wary of fully autonomous AI systems and prefer the reassurance of human oversight. This highlights the need for businesses to adopt a hybrid approach, where AI handles repetitive tasks and humans intervene in complex scenarios​1.
18. 89% of customers want transparency in knowing whether they’re interacting with AI or a human.
    Clear communication about AI’s role in customer interactions is essential to build trust. Customers appreciate honesty, especially when AI is used in sensitive or high-stakes situations​1.
19. 37% of customers trust AI to be as accurate as humans.
    Trust in AI is still low, which underscores the need for rigorous testing, bias mitigation, and transparency. To increase confidence, companies must demonstrate that AI systems are reliable and secure​1.
20. 75% of customers are concerned about the unethical use of AI.
    Ethical concerns surrounding AI, such as bias and misuse, remain a significant barrier to adoption. Companies that prioritize responsible AI development will differentiate themselves and build lasting customer trust​1.

Omnichannel Experiences

21. 74% of customers expect to do anything online that they can do in person.
    Digital convenience is no longer a luxury; it’s a necessity. Companies that fail to offer comprehensive online solutions risk losing customers who expect seamless experiences across all channels​1.
22. 71% of customers prefer different channels depending on the context.
    Customers value flexibility in how they interact with companies, switching between email, chat, phone, or social media depending on their needs. Businesses must adopt an omnichannel strategy to meet these varied preferences​1.
23. 72% of customers have used chatbots, and 68% have used self-service portals.
    Self-service tools are popular for straightforward tasks but must be intuitive and efficient. Poorly implemented solutions risk frustrating users and driving them away from these channels​1.
24. 61% of customers won’t use a chatbot again after one bad experience.
    Negative experiences with chatbots can significantly harm customer trust. Businesses need to invest in user-friendly, context-aware AI to ensure positive interactions​1.
25. 47% of customers are willing to pay extra for better customer service.
    Despite price sensitivity, customers recognize the value of exceptional service. Offering premium service options can be a profitable way to meet the needs of those seeking higher-quality experiences​1.

Customer Service Expectations

26. 77% of customers expect immediate responses when contacting a company.
    Speed of response has become a critical differentiator in customer service. Companies that can provide instant support through live chat or AI-driven tools have a competitive edge​1.
27. 75% of customers have forgiven a company’s mistakes after receiving excellent customer service.
    Quality service can repair damaged relationships and rebuild trust. Companies should empower service teams to resolve issues effectively and empathetically​1.
28. 88% of customers say good customer service makes them more likely to purchase again.
    Excellent service drives repeat business and fosters loyalty. It also encourages word-of-mouth advocacy, which is invaluable for brand reputation​1.
29. 71% of customers made purchase decisions based on customer service quality.
    Service quality directly impacts purchasing behavior, making it a critical focus for businesses aiming to improve conversion rates​1.
30. 75% of customers recommend companies based on excellent customer service.
    Happy customers are the best brand ambassadors. Providing exceptional service encourages recommendations and boosts brand credibility​1.

Building Customer Trust

31. 51% of customers say they generally trust companies.
    Trust remains fragile, with just over half of customers feeling confident in businesses. Companies must actively demonstrate integrity, transparency, and reliability to strengthen these relationships​1.
32. 68% of customers say advances in AI make it more important for companies to be trustworthy.
    As technology evolves, customers expect businesses to prioritize ethical practices and transparent communication. Trust is a non-negotiable in the age of AI​1.
33. 45% of customers trust companies to use AI ethically.
    This statistic highlights the work businesses need to do in building trust around AI. Establishing clear ethical guidelines and communicating them effectively can help bridge this gap​1.
34. 80% of customers believe it’s important for humans to validate AI’s outputs.
    Customers value the reassurance that human oversight provides, especially in critical or sensitive interactions. This combination of human and AI capabilities creates a balanced approach​1.
35. 89% of customers want to know if they are interacting with AI or a human.
    Transparency about AI usage fosters trust and sets the right expectations. Companies must clearly define the roles of AI and humans in customer interactions​1.

B2B Sales Insights

36. 63% of business buyers say most customer experiences fall short of their expectations.
    B2B buyers seek a level of service that reflects their high-value purchases. Companies need to tailor their approaches to meet these elevated expectations​1.
37. 86% of business buyers expect sales reps to act as trusted advisors.
    B2B buyers value expertise and strategic input, not just transactional relationships. Sales teams should focus on understanding the goals and challenges of their clients​1.
38. 59% of business buyers feel sales interactions are transactional rather than meaningful.
    To stand out, businesses must foster deeper connections with buyers by addressing their unique needs and challenges​1.
39. 78% of business buyers are more likely to purchase from companies that understand their goals.
    Demonstrating alignment with a buyer’s objectives can significantly improve sales outcomes. Tailored solutions and proactive communication are key to success​1.
40. 69% of sales professionals say selling has become increasingly difficult.
    Extended sales cycles, budget scrutiny, and more stakeholders in decision-making processes are making B2B sales more complex than ever​.

Conclusion

The “State of the Connected Customer” (2023) report reveals a rapidly evolving landscape where customer expectations for personalization, trust, and seamless experiences are higher than ever.

With increasing reliance on AI, transparency and ethical practices will be critical in fostering trust. Businesses must embrace omnichannel strategies, prioritize excellent service, and leverage data effectively to adapt to these changes.

By addressing these insights and aligning with customer values, companies can build meaningful connections and drive sustained growth in a competitive market.

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Source: The “State of the Connected Customer” (2023) by Salesforce

Year: 2023

Report: SalesForce State of the Connected Customer Sales Report