Twilio Segment has announced the launch of Journeys, a new product built on the Segment CDP that allows marketers to easily build sophisticated customer journeys and orchestrate personalisation at scale, through every channel, and across their entire customer experience stack.

A customer journey is the entire experience a customer has while interacting with a brand, over time, and across channels. Adding the capability to design that journey on top of Segment’s best-in-class first-party data foundation is Twilio’s next step in building the leading Customer Engagement Platform.

“Today’s customer journey applications are off-the-shelf products, built on legacy SaaS platforms that cannot deliver the flexibility, scale, or breadth needed to power world-class customer experiences in the digital era,” said Peter Reinhardt, CEO of Twilio Segment. “Built on Twilio Segment’s Customer Data Platform, Journeys takes a new approach that gives businesses the ability to quickly and easily build highly personalised customer journeys based on the most trustworthy and up-to-date customer data possible.”

Almost half of organisations (43 per cent) say getting accurate customer data for personalisation is a challenge for them. Journeys solves this issue. Unlike current journey builders on the market, Journeys is built on top of Twilio Segment, meaning customer journeys are built on clean, real-time first-party data from dozens of customer touchpoints. This gives companies confidence and control over all of their customer interactions.

“Twilio Segment provides companies with the best data, and we believe the best data wins,” said Reinhardt.

With Journeys, Segment users can orchestrate highly sophisticated customer journeys to deliver meaningful personalization campaigns on any channel, at scale, and across 300+ applications with just a few clicks. This delivers a consistent experience across all channels that evolves based on a customer’s actions, preferences, and feedback.

The new product:

• Empowers marketers to deliver personalisation at scale across all channels: With Journeys, marketers can quickly and easily launch complex multi-step campaigns across any channel, including email, advertising, in-app, and SMS.
• Saves precious time, resources and marketing spend: Since Journeys is built on highly accurate first-party data, marketers have a clear understanding of who is most likely to convert, enabling them to optimise channel outreach accordingly.
• Increases customer satisfaction and retention: Journeys enables marketers to boost conversion rates, lower cart abandonment, and improve customer win-back. Its data-first approach also helps to drive customer satisfaction, retention, and lifetime value.

Journeys is now available to all Segment Personas Advanced customers, with up to 10 active Journeys in their package at no additional cost.