NEWS |

73% OF CONSUMERS IN ASIA PACIFIC & JAPAN (APJ) MAY STOP USING BRANDS THAT DON'T PERSONALISE THEIR EXPERIENCES

Written by Amit Sharma, Community Development Manager

According to Twilio's Fourth Annual State of Customer Engagement Report customer engagement investments increase brands' resilience by boosting revenue, and improving customer retention and loyalty consumer patience in APJ is low — 73% will stop using brands if their experience is not personalised.


Twilio's State of Customer Engagement Report is based on a survey of more than 4,700 B2C leaders in key sectors across the world, plus a parallel survey of over 6,000 global consumers. The report includes findings from Hong Kong SAR, India, Indonesia, Malaysia, the Philippines, and Singapore.


"In this macroeconomic climate, every business is looking to do more with less budget," said Joyce Kim, chief marketing officer at Twilio. "This research reflects what we're hearing across our customer base, which is that when brands use first-hand data to personalise engagement with customers, it saves companies meaningful marketing spend and increases lifetime value. For brands facing growing headwinds, this means ROI today."



Key consumer insights in Asia Pacific & Japan (APJ) include:

  1. Consumer frustration with inconsistent digital experiences is growing. 53% of consumers in APJ report being frustrated with their interactions over the past year, up from 51% the year before.
  2. Precise, real-time personalisation improves customer lifetime value. 91% of consumers in the region say that personalised experiences increase their loyalty to brands. Consumers in APJ also spend 24% more on brands that personalise – higher than the global average of 21%.
  3. Consumer trust is lower than brands realise. Consumers in APJ want more control over their customer data, with "identity data" being the top priority. Meanwhile, 44% of consumers in APJ have stopped purchasing from a brand after their expectations for data privacy and transparency weren't met, exceeding the global average of 41%.

According to the report, Globally too, meeting the soaring customer expectation is critical too :


  1. 82% of customer engagement leaders met or exceeded their company's financial goals for 2022, compared to 62% of customer engagement laggards.
  2. 40% of engagement leaders reported much higher customer retention rates than previous years, compared to 12% of laggards.
  3. 41% of engagement leaders also reported much higher customer conversion rates than previous years, versus 15% of laggards.

Twilio's annual State of Customer Engagement Report reveals that amid constrained resources and economic uncertainty, investment in digital customer engagement increased brands' revenue by 90% on average, up from 70% last year, globally.

· The report revealed that six out of 10 companies report that investment in digital customer engagement improved their ability to meet changing customer needs, and helped increase customer retention, conversion, and long-term loyalty.

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