Meeting customers where they are: The key to effective support

Meeting customers where they are

In today's customer-centric world, delivering great support means more than just resolving issues. It’s about understanding and responding to consumer preferences. As user expectations continue to evolve, support teams need to take note of how and where customers want to communicate—and meet them there. 

To help you in this undertaking, Twilio’s Consumer Preferences Report surveyed 3,900 global consumers to understand their communication channel preferences and uncover exactly how they want to engage with brands. In this blog, we'll share key findings from the report and explore why aligning your support strategy with customer preferences isn’t just nice to have—it's essential for building trust, loyalty, and lasting relationships.

1. Preferred channels matter

It’s no surprise that consumers want brands to communicate through their preferred channels. In fact, 58% of consumers consider it very or extremely important, and they’re willing to spend 32% more when brands meet these preferences.

How can you determine where your customers want to hear from your brand? Our survey asked consumers which channels they prefer to engage with for customer support. Email emerged as the top choice, favored by 67% of respondents. That said, many users also prefer phone calls (44%) and text messages (31%) as alternative methods for support. 

Naturally, the complexity and urgency of an issue may influence a consumer's choice of channel. But by offering these three key options, your business can ensure comprehensive coverage of customer needs and preferences. 

Global consumers’ preferred digital communication channels for support

2. Branded communications build trust

Trust is essential for rending effective support. Verified communications—like branded emails using BIMI or RCS messages displaying company logos—help consumers determine if your brand is who you say you are. This boost of confidence ensures customers feel secure when reaching out for help. In fact, 42% of consumers said they’ve made a repeat purchase from brands that use trusted communication methods, highlighting the impact of secure and transparent support interactions on long-term customer relationships.

Investing in trusted communications can position your brand as both reliable and transparent. This can help your business not only enhance customer loyalty but also increase customer lifetime value by fostering a deeper sense of security and credibility with consumers.

3. Support response time is critical

We've all been there—you try to contact a brand, only to be stuck on a never-ending hold with terrible music, or feel like your email has disappeared into a black hole. When support teams take too long to respond, it can turn a frustrating situation into a downright awful experience. 

In fact, slow replies have left 65% of global consumers feeling frustrated and/or annoyed and 72% believing their time is being wasted by a brand. On the extreme end of the spectrum, 46% of consumers have even abandoned brands due to slow response times.

Ensuring your support team maintains prompt response times is essential for keeping customers satisfied and encouraging repeat business. Just what is the golden response window? For over half (51%) of consumers, the answer is within an hour. 

Quick responses in support scenarios also play a huge role in customer satisfaction. An impressive 86% of consumers are more likely to complete a purchase if they can message a brand in real time. 

If your business has the resources, consider implementing real-time chatbots, SMS, or WhatsApp messaging so they can get answers to their questions in as close to real-time as possible. A matter of minutes can be the deciding factor between losing a customer to a competitor or earning their repeat business.

Tailoring your support strategy to match customer preferences

Delivering a seamless support experience hinges on meeting customers' preferences. Today’s consumers expect personalized, flexible options like live chat, social media, email, or phone. By understanding and adapting to their preferred channels, your business makes it easier for your customers to reach you, building stronger relationships and boosting satisfaction along the way. 

Want even more consumer channel insights? Download the full Consumer Preferences Report for yourself and see first-hand how customers want to engage with your brand.