Trust in brands is becoming increasingly important in the Asia Pacific (APAC) region, as over half of consumers are hesitant to purchase from brands they do not trust. This lack of trust is fueled by the rise of deepfakes, which have increased by over 1,530% between 2022 and 2023.
To rebuild trust, brands need to focus on secure and recognizable interactions with consumers. Measures such as verification badges and branding in communication can make a significant difference in building trust. In fact, 70% of consumers are more likely to trust a brand’s communication if it features a verification badge.
Meeting consumers on their preferred communication channels is also crucial. While 86% of consumers expect brands to use their preferred channels, only 48% of companies actually do so. Email is the most preferred channel for 81% of consumers, followed by text messaging and social messaging apps.
Timeliness is another important factor in building trust. Consumers expect responses within an hour, but the average response time is 27 hours. Brands that prioritize rapid communication have seen improved customer retention and stronger relationships with customers throughout the customer journey.
In a world where trust is eroding due to deepfakes and scams, brands must focus on building trust through secure interactions, meeting consumers on their preferred channels, and providing timely responses. By prioritizing these aspects, brands can enhance engagement, drive conversions, and ultimately strengthen their relationships with customers in the APAC region.
