The report uncovers how AI, digital transformation and macroeconomic trends are reshaping customer expectations and behaviours across the buying lifecycle.

Key insights from the research include the following:

A Changing world shakes up expectations

Economic and technological shifts are changing customer priorities, behaviours and expectations. The pressure is on for brands to step up.
  • Sixty-six percent of customers in South Africa expect companies to understand their needs as they change.
  • Ninety-two percent of customers in South Africa expect faster service as technology advances.

Experience remains crucial amidst bargain seeking

Brands have ample opportunity to compete on more than price.
  • Ninety-one percent of consumers in South Africa say the experience a company provides is just as important as its products and services.
  • Sixty-six percent of consumers in South Africa switched brands at least one in the past year.
  • The top three reasons why consumers switch brands in South Africa are for better deals, product quality and customer service.

Generative AI evokes curiosity above all

Customers have a variety of feelings about the rise of generative AI. However, in all 25 countries surveyed, "curiosity" is among the top three.

The top three customer sentiments around generative AI in South Africa are curiosity, hope and excitement.

Trust is paramount as AI expands

Customers expect transparency as companies ramp up their use of AI.
  • Seventy-six percent of customers in South Africa are concerned about companies using AI unethically.
  • Sixty-six percent of customers in South Africa say greater visibility into AI's use would deepen their trust.
  • Ninety-one percent of customers in South Africa say it's important to know whether they're communicating with AI or a human.

"At Salesforce, we believe now is the time for companies to build secure, innovative and efficient experiences with trust at the forefront," concludes Michael Affronti, SVP and GM of commerce cloud at Salesforce. "Insights from today's 'connected customers' are an essential guide for how to do that."

For more information, visit www.salesforce.com. You can also follow Salesforce on Facebook, X or on Instagram.