Browsing through the data from the Customer Engagement Report, Marcela Klein pointed out immediate actions for engaging Brazilian consumers
Keeping customers engaged is a common desire and need for every company. It’s no coincidence that 76% of companies surveyed by Twilio in the Customer Engagement Report classify personalizing engagement as a high or critical priority for 2024.
The report’s data points to some common characteristics among leading engagement companies. For example, these companies were much more likely to use AI in CRMs, CPaaS (Communications Platform as a Service), contact centers and CEPs (Customer Engagement Platforms).
In fact, leaders have seen higher customer retention rates (77%) and are projecting an average growth of 16% over the course of the year. With that in mind, Marcela Klein, senior product manager at Twilio, shared five tips for companies looking to achieve similar success rates.
Using AI can greatly improve customer engagement
Twilio reports that in Brazil, 84% of companies already use AI costa rica whatsapp data to personalize content and marketing campaigns. This number exceeds the adoption rate in neighboring countries such as Colombia (77%) and that of references in the technology market such as the United States, where the usage rate is 65%.
Regarding the results obtained with the implementation, 40% of Brazilian professionals state that the use of AI is positively impacting the company's revenue. In Mexico, this number is 30% and in Colombia 31%.
For Marcela, looking at countries like the United States and India, home to leading global companies, it is possible to see that Latin America is heading in the right direction. Around 33% of American professionals interviewed also report financial gains from the use of AI.
Protecting customer data is critical to maintaining trust
Klein emphasizes that Artificial Intelligence has a significant impact on how companies are dealing with issues of data privacy, fraud, and digital security. And when it comes to risk management or fraud, Brazil leads the ranking of all the countries interviewed.
78% of Brazilian respondents say they use AI for this purpose – which puts the country at the forefront of this type of use, ahead of countries such as Italy (77%), Mexico (71%) and the United States (65%).
With the rise of fraud in the digital world and the need to keep data secure, many companies are facing the challenge of ensuring security on their platforms without necessarily compromising a good experience for their customers. In Brazil, 49% of respondents stated that this issue is a current point of concern.
Some brands don't want to give up third-party cookies
As the era of third-party cookies comes to an end, many companies need to rethink how they create mechanisms to reach their ideal customer. However, Twilio’s report shows that brands are not ready for this new era.
Marcela explains that most countries participating in the survey are divided when it comes to their dependence on data from third-party cookies, compared to first-party data. In this scenario, Brazilian brands say that 48% of their marketing strategy is dependent on first-party data, and 52% on third-party data.
Fortunately, the scenario for Brazilian companies is more encouraging, as 90% of those interviewed consider that they have a good knowledge of their customers' profile, which indicates that they are better prepared for the need for high personalization in customer engagement.
Younger consumers want better digital experiences
Gen Z (people born between 1990 and 2010) and Millennial (people born between 1980 and early 90s) consumers want nearly 70% of their interactions with brands to be digital, compared to Baby Boomers (born between 1945 and 1964) at 59%.
According to Klein, this happens because older generations use technology less as part of their daily lives, in addition to having many doubts regarding AI and data privacy. Therefore, their interaction with brands in the digital world is less than that of younger generations.