20220214-SalesForce-数字化趋势报告_12页_19mb

Salesforce Digital Trends Report Summary

Executive Letter Overview: The letter emphasizes that brands are prioritizing digital-first customer connections amid rapid business changes, investing in omni-channel technologies for better customer insights. Data collection and organizational shifts are key to building empathetic, convenient relationships.

Executive Summary Key Points: Digital-first engagement is here to stay, with 56% of commerce leaders expecting most revenue from digital channels within three years. Personalized customer experiences are in demand, driven by data, but face challenges like data silos and privacy concerns. Eighty-three percent of marketers anticipate increased tech reliance post-pandemic.

Digital-First Customer Engagement: This section details the shift towards digital experiences as a necessity for growth. Customers now expect flexible options like online shopping and varied fulfillment methods, with 83% valuing digital touchpoints. Marketers are using expanded channels such as social media, digital ads, and video to engage customers more effectively.

Data Powers Connected and Personalized Experiences: Data integration enables consistent and personalized service, but demands full customer context, which is lacking in siloed systems. Customer expectations for privacy and transparency have risen, with 79% of service professionals needing comprehensive data. Marketers are adapting to cookie restrictions by relying more on digital identities and ethical data use.

Digital Leaders Evaluate Team and Process Gaps: Leaders recognize the need to bridge deficits in technology, processes, and staff skills, with 83% of marketers predicting higher tech focus. Gaps were exposed by the pandemic, complicating real-time customer engagement and innovation without sufficient organizational structures.