The 2025 Twilio Customer Engagement Report highlights that reliability and transparency remain fundamental for consumers and a challenge for businesses in the era of AI. Only 15% of consumers trust brands "completely" with how they handle their data, implying that 85% of them have doubts about the security and responsible management of their personal information.
Furthermore, an alarming fact is that 61% of consumers feel that brands don't truly care about their personal data, which directly impacts the relationship between these parties. This is compounded by the fact that, for companies, maintaining compliance is a real challenge, and 90% of them admit this.
The report indicates that 53% of companies have already experienced data protection and privacy issues, and 51% are struggling to address virtual security and threat mitigation concerns. "Changing this scenario is essential and urgent. Trust is vital in the relationship between a brand and its customer, and to maintain it, we need to go beyond expectations. AI has opened pathways, but it's still fueled by data, which is central to commercial relationships," states Tamaris Parreira, Country Manager Brazil for Twilio. "It's as the saying goes: trust takes years to build and seconds to lose," she concludes.
For the executive, placing the customer at the center of the equation is fundamental in resolving this situation. Although it's a delicate situation, consumers are willing to share their data when there's a return in personalization. They value this relationship, but careful attention must be paid to the types of data that customers share more securely. 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 consumers are least likely to share with companies include their income level, their social media activity, their location, their job title, and the status of their relationships.
What is important to ensure customer trust today
Twilio's new report highlights shifting consumer trust factors. In 2024, data protection topped consumer concerns, with 62% of consumers stating it was the best way for a brand to earn their trust. By 2025, that figure dropped to 54%, placing it third in consumer priorities.
The new perception is that responsive customer service and ease of return or refund are the two new major consumer concerns, tied with 55% of respondents' answers. This is a significant shift in the paradigm of trust. "The focus now is on reliability, getting back what might be lost, a trustworthy and frictionless experience. Trust is built through consistent and agile service. Data security is still important, but we're in an era where much is already shared. Long-term relationships are gaining prominence," explains Tamaris.
Trust must be earned over time, consistently. The report suggests:
- Being transparent about data use, explaining how data is collected and stored, especially when dealing with AI;
- Focus on rapid and efficient service;
- Maintain consistency across all channels of service, knowing how to wait for a response and interaction.
- Keep promises of data protection and privacy.
- Be recognizable to the client, maintaining your brand in communications, ensuring the communication is official.
Trust, reliability, data security, acquiring and retaining customers. All part of the same equation, and priorities that need attention. We're in a time of abundant data. But trust, we still need to ensure is not lacking,” concludes Tamaris.
