Services for Organizations

Using our research, best practices and expertise, we help you understand how to optimize your business processes using applications, information and technology. We provide advisory, education, and assessment services to rapidly identify and prioritize areas for improvement and perform vendor selection

Consulting & Strategy Sessions

Ventana On Demand

    Services for Investment Firms

    We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

    Consulting & Strategy Sessions

    Ventana On Demand

      Services for Technology Vendors

      We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

      Analyst Relations

      Demand Generation

      Product Marketing

      Market Coverage

      Request a Briefing

        Market Perspectives

        << Back to Blog Index

        Twilio Enhances Customer Experience in the Contact Center

        Twilio is a technology provider in the cloud communication and customer engagement industries. Founded in 2008, the company has grown to serve over 190,000 customers worldwide, including large enterprises in technology, healthcare, finance and retail. Twilio's platform enables organizations to communicate with customers across various channels, including voice, text, email and video.

        The software is used to create custom communication workflows, integrate communications into existing systems and applications and automate various business processes. This has VR_CX_2023_Coverage_Logo-2made Twilio a popular choice among developers, marketers and customer service teams looking for reliable, scalable and flexible communication software.

        One of Twilio’s key strengths is its developer-friendly platform, which provides easy-to-use application programming interfaces and software development kits that allow organizations to quickly integrate communication capabilities into existing systems and applications. It rates highly among organizations looking for a cost-effective way to add communication capabilities to products and services. Twilio offers a comprehensive set of documentation, tutorials and support resources that make it easy for developers to get started and build robust communication workflows.

        Twilio’s offerings span multiple product categories, including contact center, marketing and customer engagement platform, a customer data platform, messaging tools and a developer platform for building digital communication applications. Twilio’s key products are contact center platform Flex and Twilio Engage, an automation platform that combines its Segment customer data platform with omnichannel experience handling. Omnichannel experience handling is differentiator to ensure consistency and knowledge of interactions across channels.

        Twilio's growth in the marketplace will depend on several factors. First, whether contact center buyers gravitate to a platform that’s open for advanced customization and development, as opposed to more turnkey systems. Second, how well the company articulates the connections between its marketing-centric applications and engagement of its platform with those that are more focused on customer service environments. This linkage will be key in getting buyers to see Twilio as a platform fit for cross-departmental customer experience processes.

        Twilio has done a good job melding voice and digital channels and assembling the pieces (partly through acquisitions) of niche software that move it beyond basic cloud-based service to a broader digital communications platform. VR_2023_Assertion_ContactCenter_Cloud_Migration_15_SWe assert by 2026, 7 in 10 organizations will move all or part of contact center technology into the cloud to attain greater flexibility and scalability.

        There are some potential risks and challenges that Twilio may face in the future. For example, the company straddles multiple competitive markets: customer experience management, contact center, communication platform, unified communications and messaging. Twilio needs to better articulate the benefits of its developer-centric approach to communications and why its customer data platform is essential for managing customer-related information from any interaction.

        Many organizations have contact center and communications needs that should be unified in the cloud. Buyers looking for a platform that is digital-first, cloud-based and puts openness and development at the top of the priority list should consider Twilio.

        Ventana Research

        Ventana Research

        Ventana Research, now part of Information Services Group, provides authoritative market research and coverage on the business and IT aspects of the software industry. We distribute research and insights daily through the Ventana Research community, and provide a portfolio of consulting, advisory, research and education services for enterprises, software and service providers, and investment firms. Sign up for free community membership to receive email notifications on research and insights.


        Our Market Perspective Policy

        • Ventana Research’s Market Perspectives are fact-based analysis and guidance on a vendor’s business, industry and technology trends. Each Market Perspective presents the view of Ventana Research using its established subject matter expertise on new developments, business and technology trends, findings from our research, or best practice insights.

          Each is prepared and reviewed in accordance with Ventana Research’s strict standards for accuracy and objectivity to ensure it delivers reliable and actionable insights. It is reviewed and edited by the firm’s product management team and is approved by the Chief Research Officer; no individual or organization outside of Ventana Research reviews any Market Perspective before it is published. If you have any issue with a Market Perspective, please email them to

        View Policy

        Subscribe to Email Updates

        Posts by Topic

        see all

        Market Perspectives Archive

        See All