Real-time response drives 86% higher consumer purchases: Twilio report
MANILA, PHILIPPINES — In today’s fast-paced digital world, the ability to communicate with brands in real-time has become a critical factor for consumers when deciding whether to make a purchase.
According to the 2024 Consumer Preferences Report by cloud communications company Twilio, 86% of consumers stated that the ability to message a brand instantly significantly increases their likelihood of completing a purchase.
This underscores the growing importance of swift and effective communication in building consumer trust and enhancing brand engagement.
Consumer frustration with delayed responses
The report, which surveyed 3,900 consumers globally, including 900 from the Asia-Pacific region, highlights the frustrations consumers face due to delayed brand responses.
A significant 65% of global consumers reported feeling frustrated or annoyed by slow replies, while 72% felt that their time was being wasted. These statistics emphasize the necessity for brands to prioritize quick response times to avoid losing customers to competitors.
The golden hour: Speed as a catalyst for sales
For more than half of the surveyed consumers (51%), receiving a response within an hour is crucial. This “golden hour” represents a pivotal window where brands can effectively engage with customers, potentially leading to increased sales.
The report found that 40% of consumers made repeat purchases and 25% made first-time purchases from brands that responded promptly. This indicates that speed not only fosters trust and loyalty but also positions brands as reliable and customer-focused.
Strategies for faster response times
To meet consumer expectations for rapid responses, businesses can adopt several strategies:
- Call deflection: Directing customers to self-service options or online resources can reduce wait times and allow agents to focus on complex issues.
- Centralized customer data: Using a customer data platform (CDP) helps provide agents with comprehensive customer interaction histories, reducing repetition and improving efficiency.
- Self-service chatbots: These can handle basic inquiries quickly, freeing up human agents for more complex tasks.
- Generative AI: Tools that offer real-time assistance and automate routine tasks, enabling agents to respond swiftly.
Outsourcing: A key strategy for faster response times
One effective way for businesses to improve their response times is through outsourcing. By partnering with specialized service providers, companies can access trained personnel and advanced technologies that enable faster and more efficient customer interactions.
Outsourcing customer service and support functions can help businesses operate 24/7, taking advantage of time zone differences to provide round-the-clock responsiveness.
Additionally, outsourcing allows companies to scale their customer service operations quickly during peak periods, ensuring consistent response times even during high-volume periods.
Building trust through verified communication
The report also emphasizes the importance of trust in consumer-brand relationships. Nearly 68% of APAC consumers trust communications more when they include a verification badge, while 57% feel that branded text messages enhance trustworthiness.
“With tools like branded communications at their fingertips, businesses now have the unprecedented opportunity to build trust, strengthen brand recognition, and deliver personalized experiences at scale,” said Robert Woolfrey, Vice President, APJ, Communications at Twilio.
As richer communication channels emerge, the opportunities for deeper customer engagement will only grow,” he added.
