#contactcenterworld, @twilio
San Francisco, CA, USA, Apr, 2023 - Twilio (NYSE: TWLO), a customer engagement platform that drives real-time, personalized experiences for brands, announced the introduction of Segment Unify. Unify is the real-time identity resolution solution that includes Profiles Sync, and offers access to Reverse ETL - also launching. With Segment Unify, businesses can merge the complete history of each customer into a single unified profile, freely sync Segment’s identity-resolved customer profiles to their data platform, and activate these complete or ‘golden’ profiles in their customer experience tools of choice, including Twilio Engage and Flex. Ultimately, this empowers businesses to drive down acquisition costs and to increase customer lifetime value, by delivering hyper personalized engagement, campaigns and communications.
"By unlocking the power of the identity-resolved Segment profile for data warehouses, we're removing the hurdles that have long held back businesses and data teams from providing the deeply personalized experiences that today’s consumers demand," said Kevin Niparko, VP of Product at Twilio. "Niche startups may offer to move data around with single features, but without ‘golden profiles’ or identity resolution, businesses run the risk of using an incomplete package. Elsewhere, brands are finding themselves cornered by legacy vendors who provide limited flexibility outside of their own systems. Today, we’re the only enterprise-grade CDP making it possible for data teams to unify, move, and activate customer profiles at scale and in one single, open and extensible platform."
Personalize or Perish: ‘Golden Profiles’ Unlock Massive Opportunity
Consumers today have skyrocketing expectations for digital experiences. Every business must deliver a real-time, sophisticated, personalized offering or their customers will turn to a competitor that does. This imperative is underscored by new research, published today, which reveals that 66% of consumers abandon brand loyalty if their experience isn’t personalized. This poses an existential threat to brands, and continues to be aggravated by the volume of digital signals and customer touchpoints that have exploded in the past decade.
In a world where data science teams are too often burdened with the manual cleaning and processing of this data tidal wave, it’s not a surprise that outdated, inaccurate, and fragmented customer profiles are the norm, leading to impersonal and inefficient customer engagement.
"Businesses are struggling with consolidating and synthesizing their data, with just over 40% of firms reporting they have been successful breaking down data silos in the past few years according to recent IDC research2," said David Wallace, Research Director, Customer Data and Analytics at IDC. "The Twilio Segment CDP provides a proven approach to unifying, unlocking and activating data across the organization by creating a real-time golden profile of each customer. With the launch of the new Segment Unify offering, data teams are now able to leverage these golden profiles in their data warehouse of choice to create AI and ML models, run analysis and drive more intelligent campaigns. This can ultimately be leveraged to deliver more personalized experiences for customers."
"Over the past several years, the CrossFit team has built up our digital presence to further support and expand our tight-knit fitness community. This has given us more data and insight on our athletes than ever before," said Jay Meyering, Sr. Manager of Data at CrossFit. "With Twilio Segment and our data warehouse working in lockstep, CrossFit has been able to transform our data landscape and evolve into a truly data-driven company. We’re now equipped to personalize experiences based on enriched customer profiles that we’re seamlessly pulling from the data warehouse, moving into Segment, and sending out to our downstream customer engagement tools. With this superpower, we're able to consolidate our source data and better understand the needs of our Athletes, Coaches and Affiliate Owners. From there, we’re boosting customer satisfaction with more targeted support, outreach, and competition opportunities."
"In a digital world, it’s essential that we keep a real-time pulse on what our customers need, when they need it. To meet this demand, we were searching for a centralized system that would make it easy to collect, unify, analyze, and activate customer data across the entire business," said Alexandra Dimitriu, Senior Marketing Ops Manager at MongoDB. "With Profiles Sync from Twilio Segment, we now understand the full picture of a user's journey. Today, we can create more comprehensive customer profiles by merging offline, online and sales data - all of which were previously locked in different systems. Meanwhile, Reverse ETL is enabling us to intelligently trigger personalized marketing campaigns based on information created by data scientists that were previously confined to analytics use cases. These new campaigns have shown increased loyalty, customer satisfaction and engagement with our developer data platform."
"At Orchard, we remove the stress and uncertainty of buying and selling a home for our customers," said Corey Egan, Director of CRM at Orchard. "Thanks to Twilio Segment, we can now create sophisticated, unified customer profiles easily synched to our Amazon Redshift data warehouse for data access and insights across the whole business. This enables us to build out tailored, personalized experiences for our customers, so our home advisors can engage them with the most up-to-date, timely, and relevant information they need to make buying and selling their home a seamless experience."
"At Sanofi, we strive to create personalized experiences for our healthcare providers by delivering them the right information at the right time that best fits patients’ needs. In turn, they can provide lifesaving care to patients around the world. Delivering these custom experiences starts with a comprehensive view of each provider’s individual needs and interests," said Seth Levenson, Head of Digital Architecture at Sanofi. "Thanks to Twilio Segment, we’re now able to have greater access to data-backed customer profile insights, in real-time, that can then be sent to any supported destination our teams already use today. This helps us highlight where we can make the most impact and better educate providers about new medicines and treatment plans."
Posted by Veronica Silva Cusi, news correspondent
Source: https://www.businesswire.com
About Twilio:
Create and scale voice, VoIP and SMS text messaging applications with a cloud platform.
Published: Tuesday, April 4, 2023
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