Trust and responsiveness have emerged as decisive factors in how brands engage with consumers in the Asia-Pacific (APAC) region, according to Twilio’s 2024 Consumer Preferences Report. As businesses grapple with rising concerns over the integrity of communications in an era of increasing deepfake activity, Twilio’s findings highlight the urgency for brands to establish secure, reliable connections with their customers.

The report, which surveyed 3,900 consumers globally – including 900 from APAC – revealed that 56% of APAC consumers would refrain from purchasing from brands they do not trust. Trust, Twilio emphasizes, is no longer a bonus but a prerequisite for brands looking to secure consumer loyalty.

Deepfakes Erode Trust, Branded Communication Builds It

The proliferation of deepfakes, which saw a 1,530% increase in APAC from 2022 to 2023, has exacerbated the challenge of distinguishing legitimate brands from fraudsters. Against this backdrop, more than half of APAC consumers now consider trust a vital factor in their interactions with brands. Twilio’s research found that nearly seven in ten consumers in the region are more likely to trust communications that incorporate verification badges or branding, while 57% say receiving branded text messages boosts their confidence in the brand.

“As richer communication channels emerge, the opportunities for deeper customer engagement will only grow,” said Robert Woolfrey, Vice President of Communications for APAC at Twilio. “Trust has become the cornerstone of customer-brand relationships.”

Twilio’s announcement of the global rollout of Rich Communication Services (RCS) via its Programmable Messaging and Verify APIs aims to address these trust concerns by offering brands enhanced tools to ensure their messages are secure and easily identifiable.

Rapid Response Times Drive Retention

In addition to trust, speed is now a key differentiator in customer experience. APAC consumers increasingly expect brands to respond swiftly, with 43% anticipating a response within an hour. However, just 31% of brands in the region meet these expectations, according to Twilio’s findings. The disconnect is proving costly – 53% of consumers said they have switched brands due to slow response times.

On the flip side, businesses that prioritize rapid communication are seeing tangible benefits: 39% of APAC companies report improved customer retention through faster responses. For many brands, closing this gap represents a critical opportunity to enhance customer loyalty and drive growth.

Meeting Consumers on Their Preferred Channels

While trust and speed are essential, Twilio’s report underscores the importance of reaching customers through their preferred communication channels. APAC consumers still favor email (81%) and SMS/MMS (46%) for brand interactions, yet only 48% of businesses succeed in connecting with them via their preferred method. Failing to meet these preferences can lead to a loss of customers, with 20% indicating they would switch brands if the company fails to use their favored channel.

As consumer expectations evolve, businesses that adapt by prioritizing trust, speed, and personalized engagement stand to gain the most. At SIGNAL Singapore 2024, Twilio’s flagship event, the company emphasized the role of its solutions in helping brands meet these rising demands. Industry leaders from Domino’s, Driva, and LalaMove shared insights on how Twilio’s products have helped them scale personalized customer communications and drive deeper engagement.

For brands in APAC, the path to building lasting consumer relationships has never been clearer: prioritize trust, respond quickly, and meet customers where they are.