Quickbytes: How Twilio can help unlock the power of customer data

On June 16, at a virtual event organized in collaboration with Tech in Asia, Twilio senior solutions engineer Allan Tran shared tips on how organizations can maximize the potential of their data with Twilio Segment – a leading customer data platform.

Tech in Asia spoke with Tran to find out more about Twilio Segment and what the company has in store for the future.

What makes Twilio Segment unique among your offerings?

In the modern business world, it’s getting harder for businesses to seek balance in the personalization-privacy paradox – customers care about personalization while they’re interacting with brands but they also care a lot about their data privacy.

According to The State of Personalization 2022 Report launched recently by Twilio, 60% of consumers say trustworthiness and transparency are the most important traits of a brand, up from 55% in 2021. At the same time, just 40% of customers say they trust brands to keep their personal data secure and use it responsibly.

The key to increasing consumer trust in personalization is using first-party data and cutting out the middleman. Despite 65% of consumers worrying their personal data is being used without permission, a comparable percentage of people are comfortable with personalization provided it’s first-party data that’s been acquired voluntarily. This is exactly what Twilio Segment can offer to brands that care about their customers’ data security while providing an unparalleled personalized experience.

Why is it crucial for companies to maximize their data’s potential?

Personalization and return on investment go hand in hand. Consumers are rewarding businesses that get personalization right. These efforts may include product recommendations, relevant offers and discounts, or a seamless experience across all channels (e.g., website, mobile, social media.).

What consumers and businesses agree on is this: Consumers spend significantly more when they are offered engaging and personalized experiences. The brands that collect trusted customer data, know their consumers intimately, and tailor the best engagement experiences for them will win.

Photo credit: mangpor2004 / 123RF

As Daryl Bowden, executive vice president of technology at Fox, said: “When you use any of our apps, you should be greeted like an old friend. When we deliver an ad to you, it should be relevant. When we suggest content to you, it should be in line with your tastes. This is all thanks to Twilio Segment.”

What else is Twilio working on for the future?

When companies rely solely on off-the-shelf solutions and third-party data, it’s a constant matter of compromise, which can lead to disjointed experiences and lackluster customer loyalty. As detailed above, the Twilio Segment initiative offers a solution to these issues, and the firm sees greenfield opportunities to deploy these offerings to the Asia-Pacific region.

Customer data is at a premium now more than ever, and platforms that are able to aggregate, analyze, and activate this data in real time have a big opportunity in front of them. Twilio is looking to provide regional brands with the modern tools, understanding, and flexibility to understand and engage with each customer.

Ultimately, Twilio wants to help businesses forge unbreakable relationships their customers love.

Twilio enables companies to use communications and data to add intelligence and security to every step of the customer journey, from sales to marketing to growth, customer service and many more engagement use cases in a flexible, programmatic way.

Understand how businesses can get smarter with their data by downloading The Customer Data Platform Report 2023.

This content was produced by Tech in Asia Studios, which connects brands with Asia’s tech community. Learn more about partnering with Tech in Asia Studios.