A new study by Twilio shows that Filipinos are among the most patient people in the Asia-Pacific when it comes to waiting for online customer service, with Indonesians ranking higher as being more patient.
About 76% of Filipinos said they stay calm when dealing with automated customer service, higher than the regional average of 68%. On average, they expect issues to be solved in 27 minutes, but actual wait times are often closer to 32 minutes—the longest in the region.
Nicholas Kontopoulos from Twilio said, “Filipinos start with trust in brands. Companies need to keep that trust or risk losing it.”
Clear Guidance and Human Touch Matter More Than Speed
While quick responses are appreciated, Filipino consumers prioritize clarity and understanding over speed. Half of the respondents said that having straightforward instructions is the most important aspect of digital customer service.
Other critical factors include data protection and prompt resolution, with 41 percent of Filipinos saying these elements are essential for maintaining brand trust. In addition, more than a third value warmth and empathy in automated interactions, expecting AI tools to reflect the friendliness typically offered by human agents.
The study, titled Decoding Digital Patience, surveyed 7,331 consumers across seven Asia-Pacific markets,including 1,007 participants from the Philippines, between August and September 2025.
Patience Depends on Issue Complexity and AI Interaction
Filipino patience is not uniform; it shifts depending on the nature of the problem. Consumers tend to be more tolerant of delays when addressing complex or high-stakes issues, such as healthcare-related concerns. However, everyday matters, such as billing errors or delivery delays, can quickly test their patience.
High frustration levels were reported for telecom outages (69 percent), wrong or damaged items (68 percent), billing disputes (68 percent), and delayed retail deliveries (66 percent).
Filipinos are also among the most exposed to AI in customer service, with 81 percent reporting interactions with AI tools. Yet satisfaction is mixed: 42 percent said they often encounter generic, scripted responses or unresolved issues, highlighting the need for brands to balance technology with a human touch.
