Twilio's Consumer Preferences Report reveals that while 91% of global consumers expect interactions through their preferred channels, only 54% of brands meet this expectation. The report highlights four communication best practices for engaging customers: choosing the right channels, honoring user preferences, investing in branded communications, and responding in real-time. Businesses can increase customer lifetime value by strategically selecting channels based on consumer preferences. In today's digital age, trust and security are crucial; 88% of consumers who received a message with a verification badge said it increased their trust. Additionally, fast response times are essential, as 51% expect replies within an hour, and slow response times can lead to customer abandonment. Embracing simplified cross-channel interactions allows businesses to align with evolving consumer expectations and create personalized experiences.