What is Twilio And Why Your Business Needs It?

Thursday, 26 April, 2018

The way businesses communicate with customers is a crucial element for success. For many years, there was a struggle how to be efficient in communication with customers and satisfy them. 

When Twilio appeared, it was a significant change in the way we used to communicate. Learn what is Twilio and how to use it in order to bring your business to a higher level and make your customers engaged and pleased.

Why Communication Matters?

How many times you had to make some business call, but spend more than half an hour waiting in line? And after all that waiting, you still didn’t reach the person you needed?

Every time that happens, one small inner part of you pulls the white flag to the world of communication as we know it.

Connecting with the right person and receiving requested information must be an imperative when customers reach your business. 

As a business owner, you should continuously think how your company can deliver more convenient customer experience. And excellent communication makes a big part of it.

Communication matters more than we can think.

Communication matters to all of us.

Changes in Communication

Do people communicate in the same way as they did ten years ago? Absolutely not. Communication changed big time, especially in the last decade.

The rapid evolution of technology and historical changes in general lifestyle caused massive changes in our communication. Except in private correspondence, changes appeared in the way businesses communicate with customers too.

New kids (that aren’t kids anymore) prefer innovative ways of communication. Social media, Facebook Messenger, WhatsApp, Viber and many other messenger apps replaced good old telephone calls wholly and instantly.

Young people that are used to do their errands quickly, painlessly and efficiently wants their communication to be exactly like that. They refuse to wait in line; they hate slow responses; too many steps to get answer or sentence: “Please, call us back”. It simply doesn’t exist in their dictionary of common phrases.

If you want to stay on track with your business, your guidance should be customers expectations. And expectations are pretty simple – communication should go through the preferred channel, be quick, relevant and responsive, while their shifting preferences are being tracked.

Conversations will have more meaning and be more productive if they take place in some relevant context, supported with valuable information.

Changes in modern communication are here

It’s the age of changes in communication.

Embracing Changes

What’s left for businesses, except to merely adjust to keep customer communications consistent?

Well, while people explicitly ask for simple and personalized communication, most of the businesses seem to be satisfied with one they already have.

As businesses owner, you shouldn’t underestimate challenges customers have while trying to reach you. Also, you shouldn’t let yourself to misjudge consumer preferences. Instead, review the ways you address your customers and all the ways they can reach you. There might be some place for improvement. In fact, there is, surely.

Companies that achieve effective digital communication will see positive consequences with enhanced customer engagement and loyalty, and at the end growth in revenue and profitability.

Embracing changes guarantees success

Embrace it, there is no other way.

Dusk of Communication Tools

To be honest, it is not entirely business owners fault for avoiding a battle with communication.

Sadly, it is true that, while everything around us evolved with tremendous speed, communication technology seemed to stuck at the dead angle. Why?

Implementing communications into software apps had so many obstacles. The process was too complicated, expensive and time-consuming.

It would all start with getting communication infrastructure. Specialized engineering teams would spend months building and test it. After that, you had to hook your infrastructure to the networks in the different region. And only then, you can add communications to your application.

Somebody had to change this. And that’s when Twilio appeared. Their mission was to build world’s most reliable and resilient communications network to help solve the communication problem. And they succeeded!

Operating From Shadow (What is Twilio)

If you are using Netflix, riding with Uber or booking accommodation through Airbnb, you are using Twilio, no matter if you never heard of the exact term.

So, what is Twilio? Twilio is a developer platform for cloud communications. Developers are using Twilio API to embed communication forms to applications that they are building.

Never heard of Twilio? Don’t blame yourself. They are cool with that. Actually, their targeted audience is developers, who have the power of building it into apps for you to use it. They don’t care if rest of the world doesn’t know what is Twilio. As Jeff Lawson, the co-founder and CEO of Twilio said, they want developers to have Twilio in their tool belt. You, as an end-user, only need to relax and enjoy all the benefits.

Today Twilio handles communications for over 40,000 businesses around the world. Some of them are Coca-cola, American Red Cross, Nordstrom, Dell, Twitter, eBay, Sony, etc.

Twilio is your superhero from the shadow. It allows you to message or call anyone, anywhere, at any time. And it’s time to give it some spotlight.

Twilio enables us to communicate through social networks

Thanks to Twilio for enabling us to communicate in modern ways.

What Can Developers do With Twilio?

By using Twilio, overall communication experience will integrate. Twilio is taking global telecom network and transfuse it into communications API. Developers use already familiar web languages and create communications experiences that weren’t possible before in that short timeframe.

Information that is available in software systems is used to route communications to the right place and to the right person.

What is Twilio enabling developers to do?

Where Gauss uses Twilio?

In our company, Twilio found its place in many projects. So far, we have used it for video conversations and screen share (for educational purposes). It empowers chat in most of the mobile apps that we are building. Also, we use it in SMS for one-time password logic, for recording calls (of course, with user approval) to enhance the quality of our client’s call centres. Twilio helped us in automated voice calls when people are dialling a specific number to connect with someone, but also to implement voice commands (pronouncing that number) which is perfect for users that prefer handsfree.
The beauty of Twilio is that helps developers in solving quite complicated problems in an easy way and within a short timeframe. It’s really revolutionary product, and therefore all we can do is recommend it.


Communication with customers is still unsearched part of business strategies. Many companies are not recognising the real value of addressing customers in the way they want. No matter in which business you are – travelling, shopping, finance, insurance, etc. – leveraging ways of communication will leave a positive impact on your customers. And this is exactly what is Twilio enabling to you.

If you are a business owner, Twilio gives all the control in your hands. With programmable communications, you can create excellent user communication experience.

Reach customers in the way they prefer, and while communicating, use all available context to engage them effectively.

In the modern age, turn to modern ways of communication. Avoid conventional ways that are kinda boring. Instead make communication more casual, relaxed and natural. Talk to your customers same as they talk to their friends. Then, you will start noticing loyal customers and consequently growth in revenue and profitability.

Reach your customers in modern ways

The first rule of modern communication – address customers in the way they prefer.

Ana Lozančić

Ana is a content Marketing specialist and blogger. She graduated in Faculty of humanities and social sciences. She enjoys learning and applying knowledge about marketing and social media, covering latest trends and topics about software development subjects.

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