Data's crucial role in increased customer engagement


The Covid crisis caused enterprises to quickly adopt digital channels for their customers. In doing so, the move also caused customer frustration and ultimately digital fatigue. According to Twilio’s 2022 State of Customer Engagement report, 36% of consumers globally say they have experienced digital fatigue in the past 30 days. Recent research reveals that consumers aren’t frustrated with the technology, but rather with the disconnected experiences they receive when using it. The top reasons and concerns include “inability to connect with customer support,” “multiple transfers,” and “other companies will provide better experiences.”

These insights reveal consumers encounter too much friction. Digital engagement today must be frictionless, seamless, and connected. Achieving these outcomes requires a data-driven approach to personalization and engagement. In addition to improving CX, adopting a data-driven approach to customer engagement will also yield immeasurable business results:

  • Decreased costs
  • Reduced risk
  • Top-line revenue growth

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