- The new feature marks the first of three major launches by the company in 2024, in which Twilio will natively incorporate Segment into its communication products
- By incorporating data provided by Twilio Segment's 'Golden' Customer Profiles into Flex, employees have deeper insights into customer behaviors and preferences, enabling more personalized interactions
Twilio, the customer engagement platform that delivers real-time personalized experiences for today's top brands, announces the launch of two innovations for Twilio Flex, its cloud-based digital engagement solution: Unified Profiles and Agent Copilot. Unified Profiles provides companies with access to a native data layer powered by Segment, enabling the collection and activation of customer consented data in real time for personalized interactions. Agent Copilot leverages this data along with artificial intelligence (AI) to empower employees with automation, increasing productivity. This launch marks the first of three new products that Twilio is committed to offering to the market in 2024, which natively incorporate the power of Segment's customer data into the company's communications products.
“Unified Profiles and Agent Copilot alongside Twilio Flex showcase the power of merging Twilio’s communications channels with Segment’s customer profiles to transform customer interactions into personalized, data-driven experiences,” said Meera Vaidyanathan, Vice -president of Twilio Flex products. “These new products fill the missing piece for companies looking to leverage data and AI to consistently deliver customer value across different touchpoints. This feature has the potential to transform every customer interaction for brands and empower companies to increase customer satisfaction, reduce handle times and increase employee productivity.”
Organizations like Caring.com and Uk University are already leveraging these tools to deliver exceptional customer experiences, driving loyalty, growth and satisfaction for both customers and their agents.
“We have seen significant improvements in our support operations and student engagement since integrating Twilio's Unified Profiles and Agent Copilot,” comments Iván Cantú, COO at Universidad Uk. “In just two months, we reduced the average academic query response time by 30%, and by deploying a real-time AI bot powered by Unified Profiles to handle the majority of student queries, we diverted 70% from our support cases. By combining real-time data from multiple sources in Flex, we simplify our communication processes and proactively support students, furthering our mission to improve access to education in Latin America and for Spanish speakers in the US. As we evolve with Twilio technology, we aim to not only sustain but also elevate our educational standards and student success.”
The Holy Grail of customer support is for agents to have context about the customer before the conversation begins. However, contact centers have historically struggled to unify disparate data sources to provide a comprehensive, real-time view of the customer. The rise of generative AI has seen contact centers tasked with adopting and implementing AI solutions aimed at improving the customer experience, but they are still trying to figure out the best approach to impact key business metrics. For AI to effectively automate and personalize interactions, it requires a deep understanding of customer activities, preferences and characteristics. Additionally, reliance on siled data creates its own set of challenges, leading to prolonged wait times, wasted agent time, and decreased satisfaction.
Traditionally, unifying and applying this data has required significant engineering resources and high implementation costs. Now with 92% of companies using AI-based personalization to drive growth, collecting customer data across multiple touchpoints in real time is not just a benefit; It is a necessity to remain competitive. By leveraging Segment's rich, real-time data, Unified Profiles and Agent Copilot provide companies with a customized, turnkey solution that automates and increases employee productivity and customer personalization without the time-consuming construction previously required, enabling companies adopt AI over time.
Introducing Unified Profiles and Agent Copilot: AI-driven agent experiences with real-time data
O Unified Profiles is an open, extensible data layer, developed by Segment, that brings together customer data from multiple sources, including CRM systems, data warehouses, and real-time behavior tracking, all into a central, real-time profile. This equips sales and support teams with a 360-degree view of the customer, facilitating personalized interactions based on predictive, historical and real-time insights – milliseconds to retrieve a new profile and seconds to write new data to a profile. With a Segment workspace in Twilio Flex, Unified Profiles gives you immediate access to these insights without the need for a separate Segment contract. Whether a customer is interacting with a support team, making a purchase, or browsing offers, Unified Profiles ensures that each interaction is precisely tailored to the individual's preferences and activities.
Unified Profiles are designed to be shared across teams and serve not only customer support agents and sales teams, but also to extend their benefits to any function within the company. It provides versatile, dynamic data that can be seamlessly integrated into any customer engagement strategy, starting with Twilio Flex. For Segment customers, Unified Profiles becomes more powerful by providing real-time data from each interaction to power other Segment-based use cases. This ensures that with deeper integration into the Twilio ecosystem, customers can unlock unprecedented levels of efficiency and effectiveness.
O Agent Copilot Leverages large language models (LLMs) to automate and increase agent productivity. By leveraging Unified Profiles' rich, real-time data, Agent Copilot assists with intelligent routing, providing agents with actionable insights for every customer interaction, reducing resolution times and automating post-call summaries. Real-time data feeds AI algorithms, which generate more nuanced data, creating a flywheel effect. This flywheel continues to deepen your customer understanding and provides the data you need to evolve, adapt and grow your business in alignment with changing needs and behaviors. With a more streamlined operational process that also enriches the customer experience, agents are free to focus on what matters most: the customer. And with upcoming improvements, including the ability to suggest next best actions and provide deep insights into customer sentiment, effort and loyalty, employees can ensure every interaction is as informed and effective as possible.
Together, Unified Profiles and Agent Copilot solve the operational inefficiencies that plague contact centers, benefiting customers and teams.
Benefits for the end customer include:
- Shorter resolution time: Simplified processes and unified customer data can lead to faster responses and solutions;
- Contextualized interactions: Insights drawn from Unified Profiles, including customer history, preferences, and AI-derived characteristics such as sentiment, lifetime value (LTV), and churn propensity, facilitate personalized conversations for each individual;
- Perfect, repeatable experience: Customers do not need to repeat information, which results in a more satisfactory interaction.
Agents and companies can benefit from:
- Increased productivity between teams: Reduced need to switch between applications, recommended responses and automated closeout reports increase efficiency;
- High customer satisfaction: Better service quality and personalized engagements contribute to greater customer loyalty and customer lifetime value;
- Reduced operational inefficiencies: Resolving issues such as repeated calls and high throughput improves overall service and operational performance.
“Enterprises struggle to gather a comprehensive view of the customer due to siled data and complex systems integrations, hindering their ability to leverage AI and deliver personalized customer experiences,” says Mila D'Antonio, principal analyst at Omdia. “The launch of Twilio’s Unified Profiles and Agent Copilot provides real-time data to agents, helping them better understand customer activities, preferences and characteristics, streamlining operations and improving customer interactions.”
Twilio's acquisition of Segment was the move to unlock the power of the #1 CDP for market share in 2022, according to IDC, with Twilio's CPaaS leadership for market share in 2023, also according to IDC. Unified Profiles is a significant step towards realizing this vision, promising to deliver personalized experiences and efficiency across all of Twilio's communication channels and fundamentally improve the way companies interact with their customers across multiple touchpoints.
Additionally, Twilio is expanding the capabilities of Flex with the introduction of FlexMobile (which enters beta testing in April 2024) to meet the growing needs of sales and relationship managers and field agents, addressing the modern need for mobility and flexibility in work environments. Now entering public beta, this iOS and Android app easily integrates with existing Flex setups, offering a robust solution for professionals who need the flexibility to step away from their desks without losing connectivity. Enables management of calls, messages and transfers directly from mobile devices, ensuring all interactions are recorded in the same system, thus bridging the gap between field and support teams and enhancing communication strategies without additional development costs or complexity .
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