San Francisco, CA, USA, Oct, 2021 -- Twilio (NYSE: TWLO) (LTSE: TWLO), a cloud communications platform, announced the launch of Twilio Engage, a growth automation platform that helps marketers deliver omnichannel campaigns fit for the digital era. Twilio Engage is the newest pillar in Twilio’s Customer Engagement Platform (CEP).
Twilio Engage offers the out-of-the-box functionality that marketers need, the connectivity of a Customer Data Platform (CDP), and the extensibility of a build-it-yourself solution. It allows marketers to use any combination of tools, data integrations, analytics, and messaging to deliver true one-to-one customer engagement at scale.
"We believe Twilio Engage is going to disrupt marketing and customer engagement," said Peter Reinhardt, CEO of Twilio Segment. "Until today, no single platform has made it possible to power personalized interactions across the entire customer journey. For years, marketers have been locked into one-size-fits-all marketing suites built for an entirely different era. Twilio Engage delivers true end-to-end customer engagement by giving businesses the best customer data, powerful messaging capabilities, and unlimited API extensibility. This is what it takes to deliver truly satisfying customer experiences and improve acquisition, conversion, and retention."
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The Great Data Dilemma
In 2020, digital customer touchpoints including emails, texts, and alerts increased by 63%, while the volume of digital interactions increased by 54%, according to the 2021 State of Customer Engagement Report. This flurry of interactions has given companies an influx of data, but almost half of organizations (43%) say getting accurate customer data for personalization is a challenge. Few brands have figured out how to utilize their first-party data to uncover insights about their customers and deliver the relevant, timely experiences they expect.
To stand out with hyper-personalized experiences at every stage of the customer journey, marketers need to start with a solid foundation of actionable insights and be able to move quickly from idea to execution. But traditional marketing clouds, built for a bygone era, slow them down because they lack the ability to collect customer data into one unified view. These limitations have led companies to bolt on additional tools or tap time-stretched data teams as they try to personalize experiences for customers at scale.
"In theory, existing marketing tools should empower brands to launch unique campaigns, but the truth is that they weren’t built to capture the billions of customer signals that exist today," said Kathryn Murphy, GM of Twilio Engage. "Teams of data scientists can help interpret these signals, but that is complex and time consuming - a costly ‘data tax’. Twilio Engage is simply a better way to build the best customer experiences and relationships."
"As we've grown from a single shop to an international delivery service, our mission has always been providing our customers with the same delightful, one-on-one experience they had on the original store floor, even now at scale," said Amit Shah, President at 1-800-Flowers.com. "With Twilio Engage, we are able to collect, unify, and connect customer data in real time and build meaningful relationships at every touchpoint of the customer journey. We’re accelerating our digital business and data infrastructure by nearly a decade, and by doing so, delighting our customers."
Twilio Engage & The Customer Engagement Platform Vision
"In today’s digital world, the most innovative companies are able to use their data to deliver exceptional, personalized customer engagement. That should be something that’s achievable for every brand, not just the biggest tech companies," said Jeff Lawson, CEO and co-founder of Twilio. "It’s only possible with the best data, the best communication layer, and a building blocks approach to software — which is what we’re bringing together for the first time with Twilio Engage. Our vision is to democratize personalization, so companies of every size can deliver the tailored interactions customers expect."
"With the launch of Twilio Engage, Twilio has introduced a new type of platform that has the potential to disrupt monolithic marketing suites and traditional multichannel campaign management tools," said Daniel Newman, Principal Analyst at Futurum Research. "With this product, Twilio takes on an entirely new market. I believe its ambition here is not just to be the communications layer of the internet, but its customer layer — the platform businesses rely on for all customer interactions and engagements."
Twilio Engage is now in pilot with general availability expected in Q1 2022.
Posted by Veronica Silva Cusi, news correspondent
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Published: Monday, October 25, 2021
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