Earlier this year we reported that Twilio was going to launch a full contact center solution called Flex on March 12 — lo and behold, today is March 12 and Twilio today announced the launch of Flex at the Enterprise Connect conference in Orlando. Flex brings together virtually every part of the existing Twilio infrastructure and platform for developers that already power nearly 40 billion interactions a year and bundles it with a rather slick user interface for companies that want to set up an out-of-the-box contact center or update their existing deployments.
Twilio’s expertise has long been in providing backend communications services and its design expertise is mostly in building APIs, not user interfaces. With this move, though, the company is giving enterprises (and this product is meant for the kind of companies that have hundreds or thousands of people in a contact center) a full stack contact center with a full graphical user interface.
As the company’s head of its contact center business Al Cook told me, though, the main design philosophy behind Flex is to give users maximum flexibility. He argues that business today have to choose between going with products that they can’t customize themselves, so that they have to rely on expensive outside vendors that will do the customization for them (which also tends to take a lot of time), or a SaaS contact center that can be quickly deployed but is hard to scale and lacks customization options. “Think of Flex as an application platform,” Cook told me. It takes its cues from Twilio’s experience in working with developers and gives enterprises an easy API interface for customizing the service to their liking, but also provides all of the necessary tools out of the box.
“The reason why APIs were very transformative to the industry is because you are unconstrained in what you can do,” Cook explained. “Once you put a user interface on that, you constrain users.” So for Flex, the team had to ask itself some new questions. “How do you build user interfaces in a fundamentally different way that gives people the best features they want without constraining them?”
Out of the box, Flex supports all of the standard messaging channels that contact centers are now expected to support. These include Voice, video, text, picture messaging, Facebook Messenger, Twitter, LINE and WeChat. The service also supports screen sharing and co-browsing. Twilio is also integrating its own intelligent TaskRouter service into Flex to automatically route questions to the right agent. A single Flex deployment can support up to 50,000 agents.
Cook argues that getting started with Flex is a one-click affair, though once it’s up and running, most users will surely need to customize the service a bit for their own needs and embed chat widgets and other functions on their websites and into their apps (think click-to-call, for example). Some of the more in-depth customization can be done in Twilio Studio, the company’s drag and drop application builder, too.
Most large enterprises already have contact centers, though, so it’s maybe no surprise that some of the thinking behind making Flex as… well… flexible as possible is about giving those users the ability to mix and match features from Flex with their existing tools to allow for a slow and steady migration.
As we reported last month, Flex will also integrate with all the standard CRM tools like Salesforce and Zendesk, as well as workforce management and optimization tools that are currently in use in most contact centers.
Before launching the product today, Twilio already worked with ING, Zillow, National Debt Relief and RealPage to test Flex. In addition, it lined up a number of tech and consulting partners to support new users.