As online customers navigate a rapidly increasing digital world, trust, value, and integrity are playing an important part in relationships between shoppers and companies. This trend is evident In Thailand, according to a Salesforce study.
In a 5th edition study titled State of the Connected Customer, Salesforce gauged the views of customers and business buyers about interactions and engagement. The survey covered 17,000 respondents in 29 countries, including 651 from Thailand.
The survey revealed that 88% of Thailand individual respondents agreed trust is more important in times of change, compared with 87% at the global level. Similarly, 91% of business buyers agreed that trust is becoming more important.
In a related point, 72% of the Thai respondents trusted companies they engaged with, compared with only 48% globally.
To build trust, organizations must create values that align with customers’ needs and make data transparent for customers, said Kittipong Asawapichayon, area vice-president and managing director of Salesforce Thailand. They must comply with the Personal Data Protection Act in collecting data with customers’ consent and providing personalized services.
Digital acceleration also boosts demand for personalization, with 87% of Thai respondents saying the shopping experience is as important as products or services. About 88% said they would recommend brands to others if they received excellent services.
However, brand loyalty is tested amid changes in customers’ behaviors, with about 78% of Thai respondents saying they switched to other brands at least once over the past year.