Transforming how businesses connect with customers in 2025
Pick up your phone. Open your email app. Check your inbox. How many unread messages do you have? And how many of them are actually relevant? If you’re like most consumers, you probably receive dozens if not hundreds of emails daily – but only a few grab your attention. Why? Because most feel irrelevant.
It’s 2025 and the sheer volume of digital communication people receive – be it messaging, email, or voice – is staggering. But more interactions haven’t translated into more real connections.
That’s why we’ve created a new framework designed to help businesses optimize customer experiences and transform the way they connect with their customers.
In 2025, customers expect more than generic responses from brands. They want seamless, personalized interactions that effortlessly fit into their lives. Unfortunately, their inboxes are often cluttered with irrelevant messages from brands that can’t seem to hit the mark. Too much noise and not enough value.
Businesses are struggling to keep up with consumer expectations. There are more channels, internal technology challenges, stricter requirements for data security, and rising demands for more personalized, relevant, and timely communications. Sending messages isn’t enough anymore – in 2025, customers expect real connections.
So, how can businesses deliver customer communications that resonate deeply with consumers? We believe it comes down to redefining how we think about digital communications.
Our new framework is set to simplify digital communication by keeping the customer at the center. We’ve developed it to help businesses streamline diverse channels so customer communications can be intuitive and effective, empowering them to deliver timely, relevant, and impactful messages. What makes it different? It focuses on the four core pillars that drive the customer experience: keeping customers engaged, informed, safe, and happy.
Ultimately, our goal is to transform how brands connect with their audiences, providing them with the tools to turn digital communications into a strategic advantage that drives long-lasting success. Building real connections with customers isn’t easy, but we believe this framework sets the foundation for a successful CX strategy.
Like any framework, our approach isn’t meant to be the be-all and end-all of digital customer communications. It’s not a manual; it’s a guide. Its goal is to act as a North Star for brands, ensuring every customer connection – from a quick notification to an in-depth support call – is impactful, timely, and memorable.
While our framework doesn’t define exactly what your strategy should look like, it provides businesses with four pillars to align all their customer communications to, ensuring each interaction serves a purpose: keeping customers engaged, informed, safe, or happy.
Engagement is the heartbeat of strong customer connections. It’s about being relevant, timely, and personal in every interaction.
Think about it: Why do people subscribe to your emails or messaging programs? It’s not for volume; it’s for value. In fact, according to Sinch’s Connections report, irrelevant or too frequent communications are dealbreakers for more than half of consumers when first interacting with a business.
Keeping customers engaged means creating memorable omnichannel campaigns that speak to your audience, leveraging each channel’s strengths to grab attention and drive results. But it’s not just about the channel; it’s also about the content. Using data insights to deliver personalized, timely messages makes customers feel understood, increasing engagement, conversions, and ultimately revenue.
Here are a few examples of campaigns to keep customers engaged:
Informed customers are empowered customers. Proactive updates build trust, reduce friction, and create smoother customer experiences.
Take order notifications, for example. When we asked consumers about what they valued most in their relationship with a new business in Sinch’s Connections report, 32% of respondents said it was all about being able to track the status of their orders. Customers demand frequent information, and businesses that deliver it are setting the right foundation for longer-lasting relationships with their audience.
It’s not just about the customer experience, though. Keeping customers informed can also provide increased operational efficiencies and help businesses manage unexpected issues or technical hiccups.
Imagine a package is lost on its way to a customer. How different would the situation be if the seller immediately notifies them that a new one is on its way, even before the customer realizes the package has gone missing? Better yet – through interactive messaging, the customer could even choose a new drop-off time or change the delivery address.
While we often think of these types of customer updates as one directional – a purchase confirmation, a shipment notification –, enabling two-way conversations allows organizations to transform simple interactions into interactive dialogues with advanced conversational capabilities.
Here are some ways businesses can keep customers informed through vital account, service, or event updates:
Safety is foundational to every connection. If customers don’t feel like their identity or data is safe, they probably think twice about engaging with an organization.
In fact, 17% of customers would reconsider doing business with a brand they feel doesn’t adequately protect their data, while 29% say knowing that their personal data is safe is the most important element in their relationship with a brand.
With increasing digital threats, robust security measures are non-negotiable. Protecting customer data and transactions by using one-time-passwords (OTP) and multifactor authentication (MFA) not only meets compliance standards but also builds trust.
Sometimes, implementing measures like two-factor authentication or identity verification can feel like a nuisance – an extra step in getting the user into the app or into a database. But keeping customers safe is key for business sustainability, as it reduces risk. These processes are essential to reinforce confidence with your audience. Ultimately, a strong identity and verification management strategy shows customers their data is safe and their trust is well-placed.
Here are a few examples of how businesses can keep customers safe:
Happy customers are loyal customers. And in 2025, delivering satisfaction means going above and beyond – especially when things go wrong.
No matter how hard we try, sometimes issues happen. A purchase doesn’t go through, a package is misplaced, a bug causes some downtime on your app… Customer loyalty isn’t broken when problems come up – it’s broken when these issues aren’t correctly managed. Prioritizing customer service means providing support and guidance on the customer’s preferred channels, in a unified, seamless, and consistent manner, and right when it’s needed – both pre- and post-sales.
Fortunately, businesses can lean into new technology to provide the level of customer support consumers now demand. Scaling customer care with AI-powered automation, like chatbots, is a good strategy for managing simple support issues, freeing resources so your live agents can take on the most complex cases. In fact, according to a Sinch research, 33% of consumers said they’d like to use AI chatbots for help with troubleshooting, while 45% would lean on them to get their questions answered.
Here are some ways businesses can keep customers happy through world-class customer support:
The way businesses connect with customers is evolving – it needs to, if they want to meet customer expectations – and at Sinch we’re excited to lead the charge. Our approach to digital communications is more than a framework; it’s a new way of thinking about customer connections as a strategic cornerstone of business success.
We strongly believe that by embracing this approach, businesses will be able to build real, personalized connections with their customers that stand the test of time and continue to drive growth.
But getting the strategy right isn’t enough. In 2025, organizations need the right partner to drive business success – and when it comes to digital communications, that partner is Sinch.
We manage the complexities of digital customer communications so businesses can focus on their customers. Our enterprise-grade infrastructure powers over 800 billion connections annually, providing the scalability your business needs, regardless of its size. We offer unmatched product breadth and depth and provide unparalleled global reach combined with strong local expertise, connecting businesses to their customers wherever they are.
At Sinch, we’re not just reimagining digital communications – we’re pioneering them. Discover how we can help you build more connections with your customers, one interaction at a time, by visiting our website. Or, if you’re ready to take action – let’s chat!
About the author: Sophie Cheng is the SVP of Product Marketing at Sinch.
