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Twilio Study Shows Consumers Aren't Paying Attention to Brands' Social Media or Mobile Apps - They Prefer Email or Text InsteadTwilio (NYSE: TWLO) the leading cloud communications platform, today released new research showing that despite an explosion of new channels, email and text are still the preferred channels for consumers when talking to businesses. Twilio (News - Alert) surveyed 2,500 global consumers to understand how, when and where consumers want to be reached and how the context and urgency of those messages affects their preferred medium. Download the full report here. "Everyday at Twilio, we hear from brands who want to improve their customer experience yet are overwhelmed by the increasingly complex communications landscape," said Sara Varni, chief marketing officer at Twilio. "There is a lot to be done to improve the current state of how companies engage with their customers and it starts with knowing which channels consumers prefer and how to personalize the medium to align with the context of the interaction." Over the past decade, the number of ways consumers communicate with one another has dramatically increased. With a slew of new channels rising in popularity, businesses are presented with the challenge of figuring out how to interact with their customers on all these new mediums. According to Twilio's research, while most consumers are annoyed by communications from businesses, they will also reward businesses who listen to their preferences and communicate with them in the right way. Key findings from Twilio's report: Email is king, but text if urgent A consumer's channel preference is largely influenced by the urgency of the message. The majority of consumers consider change of plans, delivery or arrival notifications, and appointment reminders as urgent messages.
Communicate correctly and reap the rewards Businesses that communicate using the right frequency and channels enjoy higher consumer goodwill.
Personalization is key, especially for younger generations Understanding communication preferences among key demographics and generations is important for fostering meaningful and authentic connections between brands and their customers.
Meet consumers on the right channel, with the right message Businesses earn consumer trust and loyalty by delivering relevant content via consumers' preferred channels at the right time.
Best Practices Between the influx of channels and ever-changing consumer preferences, businesses can be challenged to keep up and meet the customers expectations. However, with a focused and deliberate approach, businesses can reap the rewards of effective communication.
Survey methodology In partnership with Lawless Research in August 2019, Twilio surveyed 2,500 consumers in the US, UK, Germany, and Australia about their communications preferences and experiences. Respondents all owned a smartphone or mobile phone and had been the recipient of communication from a business via a variety of channels including email, text message, messaging app, social media, phone, or a company's mobile app. About Twilio Millions of developers around the world have used Twilio to unlock the magic of communications to improve any human experience. Twilio has democratized communications channels like voice, text, chat, video, and email by virtualizing the world's communications infrastructure through APIs that are simple enough for any developer to use, yet robust enough to power the world's most demanding applications. By making communications a part of every software developer's toolkit, Twilio is enabling innovators across every industry - from emerging leaders to the world's largest organizations - to reinvent how companies engage with their customers. Source (News - Alert): Twilio Inc View source version on businesswire.com: https://www.businesswire.com/news/home/20191107005328/en/ |