Over half of brands want to improve experience in existing channels

The majority of customers also want to interact with brands in more than one channel.

Around 53% are focused on improving their existing channels to provide better experiences to their customers, as businesses need to deploy more sophisticated personalisation strategies due to personalisation efforts becoming more mainstream.

“This means understanding and engaging with consumers on the channels they prefer most, and delivering personalized experiences across multiple different channels,” customer engagement platform Twilio said in its State of Personalisation Report 2022.

READ MORE: Around 2 in 5 brands use first-party data to deliver personalised customer experiences

The report also found that 67% of consumers said they want to be able to interact with a retail brand on more than one channel.

Aside from this, around half or 47% of companies are personalising communications with their consumers based on real-time customer behaviour and 41% of businesses said that they now use a customer data platform to activate real-time data.

In Asia-Pacific, 57% of business leaders are using customer experience or satisfaction measures to weigh the success in delivering personalised shopping experiences. This is compared to 46% of European, 71% of South American, and 61% of North American business leaders.