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Business Buyers & Brand Switching

Posted on 10.26.2016

Tech has made it easier than ever for consumers to take their business elsewhere - a sentiment that 70 percent of those recently surveyed by Salesforce agree with.

The Salesforce "State of the Connected Consumer" report provides insights from over 7,000 consumers and business buyers on expectations for customer experience. What Salesforce found is what many Web professionals have come to know, that it's easy to switch brands and consumers won't hesitate to do so if their expectations are not met - whether at home or at work.

Sixty-five percent of business buyers surveyed, for example, say they're likely to switch brands if their company is not treated like a unique organization. For business buyers that means understanding their company's unique needs and expectations, which could be as simple as emailing the right promotions to complex as predicting when they are about to churn (and therefore improving retention rates). 

For the latter, March 2016 research from Salesforce found that high-performing marketers (who represent only 18 percent of marketing leaders according to these findings) are 10.7 times more likely than underperformers to extensively use predictive intelligence.


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