State of the Connected Customer Sixth Edition

The State of the Connected Customer report, sixth edition, presents insights from a survey of 14,300 consumers and business buyers regarding the impact of AI, digital transformation, and macroeconomic trends on customer engagement. The report outlines how economic shifts have reshaped customer expectations and behaviors, emphasizing the need for businesses to adapt to these changes. It details the evolving ways customers interact with companies throughout the buying lifecycle and highlights customer sentiments towards new technologies, particularly generative artificial intelligence (AI). The findings indicate a tension between the potential benefits of generative AI in enhancing customer experience and the associated risks perceived by customers. The report also discusses the importance of transparency, security, and personalization in customer interactions, noting that customers expect faster and more tailored services. Additionally, it emphasizes the significance of trust in the relationship between customers and brands, especially as AI becomes more mainstream.