Based on a survey of 3,900 customers in key international markets, Twilio’s Consumer Preferences Report shows that 91% want firms to connect with them through their preferred channels. Meanwhile, 58% feel it is “very or extremely important” for firms to use their preferred digital platforms. However, only 54% do so.
The gap between consumers and businesses opens a significant opportunity for outsourcing companies to boost customer engagement through personalized experiences and tailored strategies. BPO firms that use effective, timely, and trusted communication channels can enhance customer satisfaction and foster loyalty.
Customer-centric communication also yields significant business benefits. The report shows that consumers are willing to spend 32% more and are 40% more likely to make repeat purchases with brands that use their preferred channels.
Email and SMS/MMS are the most preferred channels
The report finds that 79% of consumers worldwide choose email as their preferred communication channel, while 49% opt for SMS/MMS. But disparities in geography and age significantly influence communication preferences.
Younger generations prefer social media, messaging applications, and even phone calls, but baby boomers and Gen X still favor email. Surprisingly, millennials strongly prefer WhatsApp, whereas 34% of Gen Z opt for phone calls. BPO companies can use this information to create age-appropriate communication plans that help clients connect better with audiences.
Meanwhile, regional preferences require customized communication strategies. For instance, Japan prefers LINE, while Mexico, Colombia, and Brazil use WhatsApp more.
The power of branding and speed in communication
BPO firms have a unique advantage in two key areas of digital communication: trust and responsiveness.
With rising fraud concerns, authenticating communications is essential. The Twilio report shows that branded rich communication services (RCS) messages, calls, and emails with verification badges boost trust and engagement, with 88% of respondents expressing preference.
Trust is also essential for a strong connection between consumers and brands. Another study shows that 81% of consumers need to trust a brand before purchasing. When the brand message is familiar, genuine, and aligned with the customer’s values, trust forms more easily.
Responsiveness is equally crucial; over half of consumers expect replies within an hour. But why does speed matter in communication?
Quick responses enhance a brand’s perceived value, conveying a sense of urgency and instantly allowing the audience to enjoy the benefits. Fast communication also positively influences purchasing decisions by highlighting advantages that sway buyers immediately. Overall, prompt responses leave solid and positive perceptions of the brand.
Meanwhile, delays can harm loyalty, with nearly half of consumers abandoning a brand and 65% feeling frustrated due to slow response time. Outsourcing companies equipped with call deflection, centralized customer data platforms (CDPs), and artificial intelligence (AI)-driven chatbots help clients meet these high expectations and increase response rates.
Ignoring customer preferences, on the other hand, can be expensive—nearly 25% of consumers have left brands because of inadequate communication channels. Meanwhile, another report finds that only 47% would choose a business that doesn’t respond to online reviews or comments, compared to 88% who support a company that responds to all feedback.
By prioritizing preferred channels, BPO companies can improve customer experience, gain a competitive edge, and foster client loyalty.
Read more Unity Communications and BPO news on our main page.
K., F. (2024, February 23). The Power of Speed in Communication. LinkedIn. Retrieved November 6, 2024, from https://www.linkedin.com/pulse/power-speed-communication-farida-k–jbaxf/
Paget, S. (2024, July 12). Local Consumer Review Survey 2024: Trends, Behaviors, and platforms Explored. BrightLocal. Retrieved November 6, 2024, from https://www.brightlocal.com/research/local-consumer-review-survey/
