
Cultivating Connected Customer Experiences
Cultivating truly connected customer experiences is no longer a nice-to-have; it’s a business imperative. According to Salesforce’s State of the Connected Customer report, customers expect seamless, personalized, and consistent experiences across every interaction and channel.
Customer experience remains one of the strongest competitive differentiators for attracting and retaining customers. Today’s connected consumer values meaningful brand relationships and expects companies to know them, not just sell to them. Research shows that over 80% of customers say the experience a company provides is as important as its products or services.
The Rising Bar for Connected Customer Experience
The pressure is on: while 73% of customers now say companies treat them as unique individuals (up from 39% previously), many still feel companies aren’t using their data to deliver real value. Only 49% of customers believe companies use their personal information in ways that benefit them.
Customers expect to be recognized as individuals with unique needs, preferences, and histories, whether they’re interacting via email, chat, phone, or in-person. They also want companies to engage with them at the right moment, through the right channel.
A truly connected customer experience integrates data and touchpoints across the organization, allowing every team – from sales to service to marketing – to act in sync. This level of alignment turns fragmented, frustrating experiences into smooth, personalized interactions that build loyalty.
How to Build Exceptional Connected Customer Experiences
Delivering personalized customer experiences requires intentional action. Companies that implement cross-channel strategies create consistency across every department that touches the customer, from initial inquiry through ongoing service and support.
Break Down Data Silos to Unlock Customer 360
Disconnected systems and siloed data make it nearly impossible to deliver a cohesive experience. The first step is organizing your data architecture around the customer, creating a unified Customer 360 profile accessible to your entire team.
When data flows freely between systems like your CRM, ERP, and marketing platforms, your teams gain full context for each interaction. With centralized customer data, you eliminate confusion and empower your staff to deliver proactive, relevant, and highly personalized service.
Integrated systems not only enhance the customer experience but also drive internal efficiency. When your team no longer wastes time chasing down scattered data, they can focus on building stronger customer relationships. In fact, 83% of customers say they’re more loyal to companies that provide consistent experiences across departments.
Use AI to Personalize Customer Interactions at Scale
AI-powered tools, like Salesforce Einstein and Service Cloud AI, are transforming how companies create connected customer experiences. AI can analyze historical interactions, customer preferences, and behavior patterns to guide service reps in real time, suggest next-best actions, and even automate routine communications.
Rather than replacing the human touch, AI helps your team deliver more empathetic, relevant, and timely interactions – at scale. Features such as AI-powered chatbots, intelligent case routing, and predictive service help streamline operations while improving customer satisfaction.
However, customer trust in AI remains a work in progress. Only 42% of customers currently trust businesses to use AI ethically, while 71% are increasingly protective of their personal information. Companies that lead with transparency, clear communication, and responsible AI practices will have a competitive edge.
Why Salesforce is the Foundation for Connected Experiences
Salesforce remains the leading platform for creating seamless, connected customer journeys. Its Customer 360 approach brings together data across sales, service, marketing, and commerce into one unified system, turning vast amounts of customer information into actionable insights.
With Salesforce, companies can:
- Break down departmental data silos
- Personalize every customer interaction
- Automate processes for greater efficiency
- Deliver real-time, AI-powered service and support
- Build long-term customer loyalty
WhiteRock: Your Salesforce Partner for Connected Customer Success
At WhiteRock, we help organizations design, build, and optimize connected customer experiences on Salesforce. As a Salesforce implementation partner, we bring deep expertise in CRM integration, marketing automation, and AI-powered customer experience solutions.
We start by understanding your business goals, processes, and challenges, then map out a plan to configure Salesforce in a way that fits your unique needs, not a one-size-fits-all approach. As your business evolves, we stay alongside you, continually refining your CRM and related systems to ensure long-term success.
Whether you’re breaking down data silos, integrating new platforms, or implementing AI-driven service tools, WhiteRock can help you deliver the connected experiences your customers expect.
Reach out to us at learnmore@whiterocktech.net or via the form below to start the conversation.
Originally published November 2022. Updated with fresh insights June 2025.