11th December 2023

Coming soon: Twilio Flex Unify!

Flex Unify coming soon

Most of today's contact centres were never built to leverage real-time customer data. That means data remains siloed across different tools and teams, and agents have to navigate multiple tabs and applications, doing their best to help customers as they stitch together information from separate systems.

This can be slow and frustrating for both agents and those they're helping.

Flex Unify is Twilio’s solution to this problem.

What is Flex Unify?

Flex Unify pulls together (unifies) real-time data from multiple enterprise systems to give agents important contextual insights on the person making contact.

Instead of being limited to static information pulled from a Customer Relationship Management (CRM) platform for example, Flex Unify can present agents with real-time info on such activities as: recent website/app clicks, ad impressions, recent purchases/returns, AI defined 'traits' such as churn risk and lifetime value, and much more. This enables organisations to better understand customers and deliver personalisation.

Flex Unify can also be used with Twilio Studio workflow automations. This means customer data can influence routing strategies. For example, reducing customer wait times in Interactive Voice Responses (IVRs) and chat flows by connecting callers to the right agents or queues without having to ask for duplicate or redundant information.

How does Flex Unify work?

Flex Unify uses capabilities from Twilio’s Segment Customer Data Platform (CDP), to provide real-time insight on the activities customers are performing across various channels. It provides insight beyond static CRM customer identifier fields like phone number and email addresses, and includes support interactions, such as details on phone call interactions such as context and content.

Do you need Segment to use Flex Unify?

No. Flex Unify uses Segment capabilities but comes as part of Flex. Customers do not have to buy Segment or additional expensive CDP capabilities.

However, for those with both Segment and Flex, a native integration through the profile connector allows retrieval and display of traits and recent Segment events within the Flex User Interface (UI).

The integration can be used to benefit both Flex and Segment users. For example, agents (on Flex) can see events captured by Segment such as the caller’s actions on the website, and marketers (on Segment) can use behavioural data from Flex to inform their campaigns.

Flex Unify

What is the ‘Golden Customer Profile’?

This is Twilio’s term for a Flex Unify customer profile that is updated on the fly with real-time data from multiple sources, enabling organisations to truly personalise their service and support.

When will Flex Unify be available?

Flex Unify is currently in private beta and is expected to move to public beta in the first half of 2024.

Why are you excited about Flex Unify?

Every interaction should deepen an organisation's understanding of the customer and how it engages with them moving forward. Flex Unify makes this possible.

Giving agents a timeline of prior communications, combined with external activities in an easily digestible, contextual format is game-changing for organisations and those they serve. As such, Flex Unify has been a big part of Twilio’s annual SIGNAL customer and developer conferences, outlining the future of customer interaction.

If you would like to begin exploring Flex Unify applications for your organisation, we’d love to help. Please don’t hesitate to get in touch.

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