Marketers require a deep understanding of what is important to customers, what they value and care about and, crucially, why they bother to connect via specific channels at all. As Salesforce’s report ‘Creating a Connected Customer Experience’ points out using data from Cisco: “It’s predicted there will be 5.5 billion mobile users by 2020, representing 70% of the global population. What’s more, 72% of their devices and connections will be smart – up from 36% in 2015.”
