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The Key To Customer Engagement: Consent and Iteration with Matt Smidebush & Seth Familian
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This episode features an interview with Matt Smidebush, RVP of Global Customer Success Programs at Twilio Segment; and Seth Familian, Director of Global Advisory Services at Twilio Segment. Matt has served Twilio Segment for nearly five years, holding various positions in the Customer Success Program. He also specializes in Analytics, Scaled Programs, and Consumer Intent. After 10 years of running his own data strategy consultancy, Seth joined Twilio Segment as a Solutions Architect. He gravitated toward complex strategy-focused projects and founded the company’s Advisory Services practice in 2020.
In this episode, Kailey, Matt, and Seth discuss identity resolution, capturing consent, and the power of iteration.
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Key Takeaways:
- As privacy compliance becomes the new norm, capturing consent is top priority. Gaining a customer’s consent allows us to market and monetize our traffic in a law-abiding way.
- One of the key qualities of driving successful customer engagement is iteration. Understanding how data is useful and methodically improving profiles and driving advanced use cases allows for increased alignment on data sets.
- In order to build an omnichannel view of a customer, it’s important to match identifiers across touchpoints into one profile, while balancing the customer’s demand for privacy and personalization.
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“I feel like the two hardest things when it comes to customer engagement are one, being willing to pace yourself and be iterative instead of trying to boil the ocean. And two, having all the right people in the room at the start to align on what the minimum viable dataset looks like, so everyone can be satisfied. And then continue to align them as you move into more advanced use cases, more sophisticated profiles, et cetera.” – Seth Familian
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Episode Timestamps:
*(02:44) - Matt and Seth discuss their roles at Twilio Segment
*(08:45) - Industry trends in customer engagement in tech
*(18:10) - Challenges in the customer engagement journey
*(26:30): How Twilio Segment is using good data to build customer engagement
*(35:49) - An example of another company doing it right with customer engagement (hint: it’s bank and insurance call centers)
*(39:58) - Matt and Seth’s recommendations for upleveling customer engagement
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Links:
Read Seth’s book Customer Data Maturity
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