In a rapidly changing world, understanding customer expectations and behaviours is paramount for businesses striving to stay ahead in the competitive landscape. Salesforce’s recent release of the “State of the Connected Customer” report sheds light on how economic shifts, technological advancements, and the rise of AI are reshaping customer preferences and behaviours across the globe. With insights gathered from 14,300 consumers and business buyers in 25 countries, including 650 respondents from the United Arab Emirates (UAE), this report offers a comprehensive overview of the evolving customer landscape.
One key takeaway from the report is the seismic shift in customer expectations. In the UAE, a staggering 73 percent of customers now expect companies to understand and adapt to their changing needs. Furthermore, 89 percent anticipate faster service delivery as technology continues to advance. This highlights the growing pressure on brands to not only keep pace with these changes but to also proactively address evolving customer demands.
A crucial insight that emerges from the report is the enduring importance of the customer experience. While price remains a competitive factor, 83 percent of UAE consumers believe that the experience a company provides is just as significant as its products and services. Moreover, 70 percent of UAE consumers switched brands at least once in the past year, citing product quality, better deals, and customer service as the top reasons. This underscores the opportunity for businesses to compete effectively by prioritising customer satisfaction and enhancing their overall experience.
The report also delves into the realm of AI and its impact on customer sentiments. In the UAE, the rise of generative AI has sparked curiosity, excitement, and hope among customers. This mirrors a global trend, with curiosity consistently ranking among the top three sentiments across all surveyed countries. As AI continues to evolve, understanding these sentiments is critical for businesses aiming to harness the power of AI while aligning with customer expectations.
Lastly, trust emerges as a paramount concern as AI becomes more prevalent in customer interactions. In the UAE, 77 percent of customers express apprehension about companies using AI unethically, emphasising the need for transparency and ethical AI integration. Additionally, 85 percent of UAE customers consider it important to know whether they are interacting with AI or a human, highlighting the significance of clear communication in AI-driven interactions.
Thierry Nicault, Area Vice President and General Manager for Salesforce Middle East, emphasises that UAE organisations must swiftly adopt digital technologies, including AI, to provide unmatched customer service.
“We believe organisations in the UAE must act quickly to embrace digital technologies – including AI – to enable them to provide an unrivalled service to their customers. Crucially, our research also reveals that organisations must integrate AI into their services in an ethical way. This includes ensuring that customers have clarity on when AI is being used – such as whether they are speaking to a human or an AI bot when communicating with the organisation,” he explained.
In conclusion, Salesforce’s “State of the Connected Customer” report provides valuable insights for businesses navigating the evolving customer landscape. Understanding and adapting to changing customer expectations, prioritising exceptional experiences, and approaching AI with transparency and ethics are key strategies for success in this dynamic environment.
