Understanding customers’ needs has been a challenge for businesses since the dawn of commerce. Covid restrictions, at least, made obvious their growing desire for digital transactions. But this shift means companies must now replace existing customer relationship management software with something that can handle multichannel online interactions.
Many companies have chosen to replace or supplement their existing systems with customer data platforms, which enable them to automatically collect data from any “touchpoint” — including social media, company websites, email and text messages.
This has led to the rise of platforms such as Twilio Segment, which is now used by more than 20,000 businesses, including Levi’s, IBM, and Fox.
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