Email And SMS Become The Main Preferences Of Asia Pacific Consumer Communication With Brand

JAKARTA - A report entitled Consumer Conferences Report 2024 compiled by Twilio revealed that 56 percent of consumers in Asia Pacific will not buy from a brand if they do not believe in the brand.

To meet the increasingly strong demands for trust, brands must ensure that in interaction with consumers, they appear in a easily recognized and secure way, either with a verification badge or inserting a brand identity.

In fact, Twilio found that 68 percent of APAC consumers would be more confident in communicating with a brand if the message embedded a verification badge, while another 57 percent stated that the use of branded messages makes a brand more trustworthy.

In addition to using its official identity, brands now have additional responsibility to ensure that the communication they communicate with consumers meets applicable regulations and is carried out transparently and safely.

In this survey, Asia Pacific consumers claim to trust a brand that implements measures such as two-factor authentication (2FA) for access or changes to a safe account (55 percent) and a quick response to every question or complaint (54 percent). In addition, using a recognized phone number (49 percent) can also increase customer confidence.

In addition to building and maintaining trust, another thing that is equally important to keep customers is to reach them through the channels they love.

The survey shows that some of the communication channels that consumers prefer to communicate with businesses are email (81 percent), text messages (MS/MS) (46 percent) and social messaging applications such as Facebook Messenger and Instagram (31 percent).

On the other hand, the push notification of brand-owned mobile applications is the channel that is least liked by 20 percent of customers in the region.