The 2025 edition of Twilio's Customer Engagement Report indicates that reliability and transparency remain fundamental to consumers and pose a challenge for companies in the AI era.Only 15% of consumers fully trust what brands do with their data, which implies that 85% have doubts about the security and responsible management of their personal information.
Furthermore, an alarming fact is that 61% of consumers feel that brands do not genuinely care about their personal data, which directly affects the relationship between these parties. This is aggravated by the fact that, for companies, maintaining compliance is a real challenge, and 90% of them admit it.
The report indicates that 53% of companies have already experienced data protection and privacy issues, and 51% have difficulty dealing with virtual security issues and threat reduction. "Changing this scenario is essential and urgent. Trust is vital in the relationship between a brand and its customer, and to maintain it, one must go beyond expectations. AI has opened new paths, but it is still fueled by data, which is central to commercial relationships," says Tamaris Parreira, Twilio Brazil Country Manager. As the maxim says: trust takes years to build and seconds to lose, he concludes.
For the executive, having the client at the center of the equation is essential in solving this situation. Although it is a delicate situation, consumers want to share their data when there is a return in personalization. They value this relationship, but it is important to be aware of the types of data that are shared more securely by customers. These consumers generally feel comfortable sharing basic information, but when it comes to more personal data, they are more reserved. The types of personal information that consumers are least likely to share with companies are precisely their income level, their social media activities, their location, their job position, and their relationship status.
What is important to ensure customer trust today
The new edition of Twilio's report indicated that the factors shaping consumer trust are changing. In 2024, data protection was the top concern, with 62% of consumers stating it was the best way for a brand to earn their trust. By 2025, this number reached 54%, ranking third in consumer priorities.
The new perception is that responsive customer service and ease of returning or receiving a refund are the two new major concerns of consumers, tied with 55% of respondents' answers. It is a significant shift in the trust paradigm. "The focus now is on reliability, on regaining what can be lost, a trustworthy experience that is also frictionless. Trust is built through consistency and agility in service. Keeping data secure is still important, but we are in an era where much is already shared. Long-term relationships have a certain prominence," explains Tamaris.
It is necessary to earn trust over time, with consistency. The report indicates that it is necessary:
- Be transparent about data usage, informing how data collection is carried out, how data is stored, especially when it comes to AI;
- Focus on fast and efficient service;
- Maintain consistency across all customer service channels, knowing how to wait for a response and interaction;
- Maintain data protection and privacy promises;
- Be recognizable to the customer, maintaining your brand in communications, ensuring that the communication is official.
"Trust, reliability, data security, winning and retaining customers. All of this is part of the same equation and are points that need to be prioritized. We are in a moment where data is abundant. But it is still necessary that trust is not lacking," concludes Tamaris.
