Building Trust: How a Platform Approach is Critical to Customer Engagement

Overview

As today’s consumers become more aware of how companies use their personal data, building trust with them has never been more critical for companies. In order to maintain and grow customer relationships, companies need to put data protection and security at the forefront of their customer engagement and data management approach.

With a Customer Engagement Platform (CEP), brands can maximize customer lifetime value by marrying strong data privacy and protection with engagement channels. Companies can enjoy a fully interoperable set of data and communication tools, plus securely connect with customers through their preferred engagement channels. A new report from premier global market intelligence firm IDC, sponsored by Twilio, found that 98% of respondents are working on establishing a CEP due to these enormous benefits.

Join IDC’s Alan Webber, Program Vice President for Digital Strategy & Customer Experience, and IDC’s Grace Trinidad, Future of Trust Research Director, as they share their latest research on the importance of trust when adopting a CEP. Plus, Twilio’s Senior Director of Product Marketing Scott Edwards will discuss how to build an effective customer engagement strategy and the many benefits companies can experience from adopting a CEP.

Meet The Presenters

Scott Edwards
Alan Webber
Grace Trinidad

Scott Edwards

Senior Director of Product Marketing | Twilio

Scott Edwards is a Sr. Director of Product Marketing at Twilio where he helps build our product awareness and go-to-market strategy around customer engagement, enterprise trust, data privacy, security, and regional compliance.

Before Twilio, Scott spent nearly four years as Sr. Director of Product and Solutions marketing in the Webex business unit at Cisco. While there, he led product marketing teams overseeing meetings, messaging, video devices, and the Webex platform and integrated partner ecosystem. Prior to Webex, Scott has held various product marketing leadership roles at Cumulus Networks (now part of NVIDIA), CA Technologies (now part of Broadcom), Juniper Networks, and Hewlett-Packard.

Alan Webber

Program Vice President for Digital Strategy & Customer Experience | IDC

Alan Webber is Program Vice President for Digital Strategy and Customer Experience. In this role, Alan leads IDC's Customer Experience research program as well as supporting IDC's Chief Marketing Officer research efforts. Specific areas of research interest for Alan are the impact that technology changes have on how business and customers engage and interact, the digital transformation of the customer experience, and the impact of algorithms and analytics.

Alan has more than 25 years of analyst, management, and technology experience working with private sector firms and public sector organizations. Alan can provide strategic advice and market intelligence on emerging and existing customer experience and customer engagement technologies, business practices, and market trends.

During his career, Alan has been a Partner and Principal Analyst at the Altimeter Group covering digital strategy, a Principal Analyst covering customer experience at Forrester Research, and has led various technology, strategic planning, customer engagement, and performance management initiatives for US Government agencies.

Grace Trinidad

Research Director, Future of Trust | IDC

Grace Trinidad is Research Director in IDC’s Security & Trust research practice responsible for the Future of Trust research program. In this role she provides strategic guidance and research support on approaches to trust that include risk, security, compliance, privacy, ethics, and social responsibility.

Dr. Trinidad has published peer-reviewed research on privacy and trust in healthcare, exploring public attitudes towards commercial use of personal health information. Other areas of Dr. Trinidad’s research include the ethics of artificial intelligence and data sharing, trust in healthcare providers and in healthcare organizations, genomic database use and accessibility, and data equity.

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