Twilio recently came out with a new report titled “State of Customer Engagement,” and the results speak to accelerating adoption of digital and web technologies by businesses to engage customers online. Customers are becoming more demanding of businesses as their expectations of online availability and ability increases, especially since they continue to increase the volume and breadth of their commercial interactions online. The businesses that respond to that demand by increasing the breadth and depth of their services online, as well as improving the digital experience overall, will differentiate themselves from their competition and be rewarded by loyal customers.

These are the main takeaways from Twilio’s report:

“These are the five fundamentals of customer engagement, which emerged from our deep investigation of both consumer and B2C companies’ attitudes.

Make it digital

70% — that’s the average top line revenue increase among companies that invested in digital customer engagement over the past two years.

Make it personal

75% of companies think they’re providing good personalized experiences. But more than half of consumers disagree. There’s a lot of room for improvement.

Lose your cookies

81% of companies are completely or substantially reliant on third-party cookies — even though this critical data source will not be available after 2023.

Close the trust gap

95% of B2C companies believe consumers trust their ability to protect data, but only 65% of consumers actually do trust these companies.

Engage smarter

Gen Zs and Millennials are more than twice as likely as Baby Boomers to have experienced digital fatigue in the past 30 days. Creating better (not more) interactions can ensure business doesn’t suffer as a result.”