Around 73% of APJ consumers warn they will drop brands with poor digital personalised experiences

Teddy Cambosa - March 31, 2023

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Singapore – As consumer patience on digital experiences is waning, 73% of consumers in the Asia-Pacific and Japan (APJ) region warn that they are willing to drop brands if they remain to have poor personalisation in their digital experiences. This is according to the latest data from customer engagement platform Twilio.

The data notes that consumer frustration with inconsistent digital experiences is growing, as 53% of consumers in the region report being frustrated with their interactions over the past year, up from 51% the year before.

It is also worth noting that consumers value precise and real-time personalisation, as it improves customer lifetime value. Around 91% of consumers in the region say that personalised experiences increase their loyalty to brands. Respondents also spend 24% more on brands that personalise – higher than the global average of 21%.

Furthermore, consumers in APJ want more control over their customer data, with identity data being the top priority. Meanwhile, 44% of consumers in APJ have stopped purchasing from a brand after their expectations for data privacy and transparency weren’t met, exceeding the global average of 41%.

On the side of businesses, 40% of engagement leaders reported much higher customer retention rates than previous years, compared to 12% of laggards. In addition, 41% of engagement leaders also reported much higher customer conversion rates than previous years, versus 15% of laggards. 

Joyce Kim, chief marketing officer at Twilio, said, “This research reflects what we’re hearing across our customer base, which is that when brands use first-hand data to personalise engagement with customers, it saves companies meaningful marketing spend and increases lifetime value. For brands facing growing headwinds, this means ROI today.”

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