Twilio has showcased a new framework to enable customer-facing teams with AI Assistants.
Available now in developer preview for Twilio users, the framework allows brands to build autonomous assistants that automate and steamline customer interactions.
In doing so, the AI Assistants may perform complex tasks without relying on cumbersome flowcharts.
The solution also offers omnichannel capabilities, allowing customers to engage in their preferred ways, whether that’s via SMS, WhatsApp, email, etc.
Moreover, the platform is supported by Segment, Twilio’s customer data platform (CDP). As such, the AI Assistants can leverage the company’s unified customer data and deliver more personalized, customer-specific responses.
Twilio's "Customer Memory" feature is critical here. It securely gives assistants controlled access to the customer profile in Segment.
As a result, the AI Assistant's responses can be enriched with not just the customer’s demographic data but all of the touch points they’ve had with the user's company in the past, including page clicks, items purchased, previous conversations, and support tickets.
In doing so, the memory feature eliminates the need for customers to repeat themselves.
Twilio also detailed the assistants' ability to analyze every customer interaction in real-time, capturing preferences and shared information to enhance customer profiles.
This data is stored in the Customer Memory where it can be used later for personalized marketing, support, or in-store experiences.
Critical CX Challenges Twilio Aims to Resolve with Its AI Assistants & Segment
Alongside maximizing CX process efficiencies, Twilio's latest release aims to combat low levels of customer engagement.
In doing so, Twilio strives to overcome a disconnect between businesses and customers when it comes to customer engagement.
According to the vendor's research, while 84 percent of businesses believe they provide good or excellent customer engagement, just 54 percent of customers agree.
In attempting to unpack why this gap has formed, the vendor outlined the following key difficulties that it hopes its AI Assistants and Segment can help to overcome.
1. Data Silos
One of the major issues is that marketing, sales, and support teams rely on separate tools that fail to provide a unified view of the customer.
While marketing tools might focus on campaign data, email performance, and audience segmentation; support tools usually handle customer issues and assistance needs; and sales tools tend to track customer inquiries and preferences.