Report

The Communications Blueprint

Navigating the Modern Landscape

Illustration of a person using a laptop with puzzle piece thought bubbles around them.
Illustration of a person using a laptop with puzzle piece thought bubbles around them.

Introduction

Customer communications today

Customer communication is a complex, always-shifting ecosystem and simply hitting send no longer guarantees you’ll reach your customers. 

Today, communication success requires a delicate balance: meeting customers exactly where they are while navigating the increasingly high hurdles that stand between your business and their attention. As we look at the communication landscape today, three key forces are redefining how brands and consumers connect:

  • User symbol in a circle

    The multichannel consumer

    Modern customers aren't channel-loyal, they’re context-loyal. They may prefer to receive marketing offers by email, verify their identity via text-messaging, and resolve issues in real time with a human over the phone. In fact, 87% of consumers prefer to interact with brands over multiple channels, with only 13% preferring a single-channel relationship with a brand. Brands need to meet their customers where they are for the specific use case they’re trying to solve.

  • People shaking hands

    The trust gap

    Consumers are increasingly more skeptical of links and unsolicited messages. In fact, 94% report they have significant security concerns regarding brand communications. The top sources of their concerns? Fraud/phishing, malicious links, spam, and account takeovers.

  • Funnel Filter

    New filtering technology

    Thanks to advanced AI, aggressive carrier rules, and more granular user controls, deliverability has become a moving target. Getting past these new digital gatekeepers requires more than just the right content; it requires technical authority.

Illustration of a hand holding a red and white smartphone showing a red button symbol on the screen.
Illustration of a hand holding a red and white smartphone showing a red button symbol on the screen.

Mastering modern customer communication requires you to know where your customers are, how to navigate technical hurdles to reach them effectively, and how to ensure your messages build trust and convert. 

To help with these challenges, Twilio surveyed 5,000 global consumers and 316 business leaders to uncover the reality of channel preferences and performance today. This research can empower your business to build a sophisticated, data-backed business case that optimizes your communication investment for a new era.

Survey methodology

We surveyed 5,316 adults from 18 different countries, including: Australia, Brazil, Chile, Colombia, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Malaysia, Mexico, Philippines, Singapore, Spain, United Kingdom and the United States. Data was collected from January 5 to February 2, 2026 and consisted of 5,000 global consumers and 316 B2C senior leaders who work at companies with more than 500 employees and work in IT, Engineering, Product Management, Marketing and/or Growth, or Contact Centers and have visibility into the customer channel approach regarding notifications and communication preferences for consumers at their organizations. 

Red and white image of a fragmented globe with icons connected by lines
Red and white image of a fragmented globe with icons connected by lines

Table of Contents