Reader's Digest Oct/Nov

S P E C I A L S U P P L E M E N T 29 Southeast Asia in the last three years. Data company Statista estimates there are 584 million internet users in 2024 in the region, compared to 482 million in 2021. Older generations are quickly catching up with the digital world, once the playground of the under 40s. To keep up with these technological changes, brands are concentrating on improving their offerings across touch points such as physical outlets, the internet and social media. To attract customers, their messages and the customer experience need to be consistent and transparent. But better and faster technology is only part of the story. Above all, in uncertain times we want to be able to trust the brands that we engage with are dependable and reliable. This is no easy task for brands to uphold. The concept of trust varies across countries and cultures and age groups, and also the various touch points at which customers interact with brands . In tougher times, such as currently, the most successful brands go beyond the actual financial transaction with the customer to foster loyalty and build trust. For these brands, delivering exceptional service and offering added value is part and parcel of their everyday customer interaction. PHOTO: SHUTTERSTOCK