AI and trust will reshape Philippine customer experience in 2025: Twilio
MANILA, PHILIPPINES — Twilio, a customer engagement platform, has unveiled six transformative trends that will revolutionize how Philippine brands interact with customers in 2025.
Trust becomes the new currency
In an era where consumer trust is expected to reach unprecedented lows, brands are pivoting towards building what Twilio calls an ‘Ecosystem of Trust.’
Fifty-six percent of APAC consumers indicate they won’t purchase from brands they don’t trust. To address this challenge, organizations are increasingly appointing Chief Trust Officers to redefine customer experience strategies.
Loyalty programs get a digital makeover
Rather than relying on conventional “earn-and-burn” models, companies are embracing innovative approaches to reward customer loyalty.
The shift is particularly relevant in the Philippines, where 57% of consumers show a greater willingness to increase spending with brands offering personalized experiences.
Technology drives personalization
The landscape of customer service is evolving rapidly with the integration of sophisticated AI systems.
Brands are moving beyond basic chatbots towards intelligent AI agents capable of understanding customer context and previous interactions. These systems can now offer personalized product recommendations, handle customer issues, and communicate across various channels seamlessly.
The transformation extends to authentication methods as well. While SMS one-time passwords (OTPs) have been the standard, new protocols like RCS and Silent Network Authentication are emerging as more secure and user-friendly alternatives.
Data management is becoming increasingly crucial, with 53% of Philippine brands expressing concerns about compliance and data privacy. Organizations are adopting a more selective approach to data collection, focusing on essential information while implementing expiration policies for temporary data.
The integration of Customer Data Platforms (CDPs) and data warehouses is breaking down traditional silos between departments, fostering better collaboration among customer service, sales, and marketing teams. This unified approach enables more effective resource allocation and personalized customer engagement strategies.
Twilio’s insights for 2025 reflect a broader industry shift towards more integrated and customer-centric strategies. By leveraging advanced technologies and thoughtful data management, brands in the Philippines are poised to deliver more personalized, secure, and effective customer engagements.
