Cloud communications provider Twilio Inc. today announced the launch of Twilio Engage, a growth automation platform that will allow marketers to improve their relationships with customers by delivering personalized customer experiences at large scale.

Twilio Engage is built on Segment, Twilio’s customer data platform, combined with the extensibility of a build-it-yourself communication solution. Its vision is to provide any company, large or small, the ability to use any combination of tools, data integrations, analytics and messaging to deliver true one-to-one customer engagement at scale.

“In today’s digital world, the most innovative companies are able to use their data to deliver exceptional, personalized customer engagement,” said Jeff Lawson, co-founder and chief executive of Twilio. “That should be something that’s achievable for every brand, not just the biggest tech companies.”

Twilio believes that Engage could disrupt marketing and customer engagement by providing all of the tools needed to combine all of the signals coming to marketers about their customers.

When it comes to the power of hyperpersonalization, Jodi Alperstein, vice president and general manager of Twilio Segment, told SiliconANGLE, brands such as Amazon and Netflix stand out with their capability of providing recommendations to customers right on their homepages. The more people use their products, the better they are at determining what customers are interested in.

“These brands are winning because they aren’t using out-of-the-box marketing solutions,” Alperstein said. “They’ve built their own customer data platforms that actually listen, learn and improve simply by interacting with their customers.”

The problem arises that the majority of businesses cannot afford to build their own solutions. Instead, they’re locked into what the market offers and nothing can possibly be customized to the unique needs of anyone’s business needs. Especially when any given company might have over a hundred applications, with their own data silos, each filtering information about customer activity, the result is lost insights.

By combining Twilio Segment’s data infrastructure with Twilio’s scalable application programming interface, marketers can quickly build integrations for almost any data source or touchpoint, including email and SMS. Engage enables more than 400 integrations right out of the box, making it easy to deliver communications to the right person, across the right channels, at the right time.

“As we’ve grown from a single shop to an international delivery service, our mission has always been providing our customers with the same delightful, one-on-one experience they had on the original store floor, even now at scale,” said Amit Shah, president of 1-800-Flowers.com. “With Twilio Engage, we are able to collect, unify and connect customer data in real-time and build meaningful relationships at every touchpoint of the customer journey.”

Alperstein used an athletic retailer with a running app as an example. Twilio Engage could personalize advertisements for users. A campaign could be triggered once a user logged 100 miles, starting with an SMS alert with a congratulatory message.

If the user was already a customer, the message could include a 20% off coupon customized with recommended shoes based on previous interactions with the retailer. If they were not a customer, a similar discount could be used across different ad channels based on their activity in the app.

“This type of personalization is common for the Amazons of the world, but it has been nearly impossible for almost everyone else,” Alperstein said. This is what sets Twilio Engage apart.”

Images: Twilio