The Customer Engagement Stack
Technology and tactics to optimize customer engagement
In the ever-changing landscape of digital business, customer experiences are now the key differentiator for success. As data-driven organizations continue to outperform their peers (HBR, 2022), the traditional tech stack has evolved into a more holistic and focused approach: the "Customer Engagement Stack."

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Introduction

Categories
A/B Testing
A/B testing is a critical component of an effective customer engagement strategy. By testing different variations of web pages, emails, or ads, businesses can determine which elements are most effective in driving customer behavior. Below we’ll explore some of the top A/B testing tools on the Twilio Segment platform to understand the unique features that can help businesses take their customer engagement to the next level.
A/B test your tech stack
In this recipe, you'll learn how to design, run, and analyze an A/B test to determine what marketing tools are generating the most ROI.
Advertising
With so many different advertising platforms available, it can be challenging to choose the right ones for your business. In this section, we'll introduce you to some of the most popular advertising tools used by Twilio Segment customers today. These tools allow you to target specific audiences and deliver personalized messaging, making it easier to engage and convert potential customers.
How to Use Lookalike Audiences and Audience Suppression
In this recipe, you’ll learn how to use Twilio Engage (formerly Segment Personas) to create hyper-specific audiences in advertising platforms like Facebook, Snapchat, and Pinterest to increase advertising efficiency.
Analytics
By analyzing customer data, businesses can gain valuable insights into their customers' behavior, preferences, and needs, which allows them to create more personalized, targeted experiences. In this section, we'll explore some of the top analytics tools being used on the Twilio Segment platform and highlight their unique features and use cases.
Measure product KPIs to determine product growth
This guide will teach you how to determine, track, implement, and measure the KPIs in Mixpanel, which will serve as leading indicators for revenue growth or churn. You’ll be able to save these reports to a Mixpanel dashboard and set up alerts, so your team can be notified when any metrics cross specific thresholds in real-time.
CRM
CRM (Customer Relationship Management) is a critical category of technology for businesses in their customer engagement efforts. By leveraging CRM tools, businesses can manage their interactions with customers, track their behavior and preferences, and build stronger relationships. In this section, we'll round up some of the top CRM tools on the Twilio Segment platform and highlight their key features, which allow businesses to create more personalized customer experiences.
Customer Success
Customer success involves managing the customer journey from initial purchase to continued use of a product or service, with the goal of ensuring customer satisfaction and loyalty. By leveraging customer success tools, businesses can proactively monitor customer behavior and preferences, provide targeted guidance, and offer personalized support. To give you the complete overview, we'll take stock of the leading customer success tools being used on the Twilio Segment platform.
Break down data silos between your sales and support teams
In this recipe, you’ll learn how to keep sales and support aligned by enriching your user profiles with information from Salesforce and syncing that data to Zendesk.
In this section, we’ll highlight some of the most powerful email tools available to modern businesses, and how they can help to create meaningful customer experiences. From automated campaigns to A/B testing and dynamic content, these tools provide a range of features to help businesses of all sizes connect with customers more effectively.
Personalize customer communications using real-time location data
In this recipe, you’ll learn how to use Segment to connect Radar (a location data infrastructure platform) and Customer.io (a marketing automation software) to personalize your customer communications.
Screen Recording and Heatmaps
Screen recording & heatmap tools allow businesses to gain an in-depth understanding of their customers' behaviors and preferences by recording user sessions on websites and mobile apps. With this data, companies can identify pain points, areas for improvement, and opportunities to enhance the customer experience. In this section, we'll take a closer look at some of the top screen recording & heatmap tools on the Twilio Segment platform and explore their leading features.
Warehouses
Customer data can come from a wide variety of sources, and it's crucial to have a reliable and scalable way to store and manage that data. This is where data warehouses come in - they allow you to store large amounts of customer data in one place, making it easier to analyze and derive insights from. In this section, we'll cover some of the most popular data warehouses used by Twilio Segment customers today, including BigQuery, Postgres, Redshift, and Snowflake.
Twilio Engage
The heart of the customer engagement stack
Twilio Engage, our trailblazing customer engagement solution, operates like the heart of your customer interaction ecosystem, pumping vital lifeblood in the form of real-time data to the diverse veins of your tech stack. Built on top of Segment CDP, Twilio Engage activates real-time data across our native channels (email, SMS, WhatsApp, etc.) which enables marketers to power personalized customer experiences, journey orchestration, and multichannel campaigns together in one solution.

By giving marketers the ability to build dynamic audiences without reliance on technical teams, and orchestrate multi-step journeys based on real-time customer behavior, Twilio Engage helps brands optimize marketing spend, improve campaign performance, and grow customer lifetime value.
Since Segment is an open, flexible, and extensible platform with over 450+ out-of-the-box integrations (including the tools and technologies featured above), we make it easy for you to use Segment CDP and Twilio Engage with whatever systems you currently have in your tech stack – and any new tools you might need or want in the future.
At the heart of your customer engagement stack, Twilio Engage provides a single data-first solution to help you reach your customers with the right message where, when, and how they want to engage with your brand.
Explore Twilio Engage ProductCase Studies
From converting prospects to nurturing brand loyalists, customer-centric tactics start with a strong data foundation. Learn from top brands across industries to understand how cross-functional teams are activating their Customer Engagement Stacks and driving engagement across the customer journey.
Data-driven omnichannel customer engagement
Use Case
Data powered digital customer experiences
Industry
B2B SaaS and Technology

- 31% increase in new service professional signups YoY
- 80% improvement in engineering implementation efficiency
- 41% growth in homeowner reviews YoY
Deliver more personalized experiences
Use Case
Data powered performance marketing
Industry
Consumer Goods and Services

Thrive in a world without 3rd party cookies
Use Case
Privacy and compliance
Data powered digital customer experiences
Data powered performance marketing
Industry
Entertainment, Media, and Broadcasting

Build a direct-to-consumer business
Use Case
Customer insights and analytics
Customer data infrastructure
Industry
Consumer Goods and Services

Speed into new markets with connected data
Use Case
Customer 360
Customer data infrastructure
Customer insights and analytics
Data enabled sales and support teams
Data powered digital customer experiences
Data powered performance marketing
Data stack modernization
Privacy and compliance
Industry
Financial Services and Insurance

- Decreased cost per acquisition by 64%
- Increased Return on Ad Spend (ROAS) with more targeted audience segmentation
- Reduced customer support tickets by 35%
Drive an increase in customer engagement and lifetime value
Use Case
Customer 360
Customer data infrastructure
Data stack modernization
Data powered performance marketing
Data powered digital customer experiences
Customer insights and analytics
Industry
Consumer Goods and Services

- Create a single customer view by consolidating and cleaning its data
- Optimize marketing spend for greater ROI through personalization
- Improve marketing campaign performance via cross-team data sharing
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