Twilio: Voice Is CX’s Next Breaking Point

Are customer experiences becoming too clunky for the way people now want to communicate?

In this CX Today interview, Rob Wilkinson speaks with Peter Bell, VP of Marketing, EMEA at Twilio, about how voice is changing the way consumers interact with technology, and what that means for brands designing the next generation of digital customer journeys.

Peter explores Twilio research showing that almost a quarter of Brits now talk more than they type when using technology, rising to 33 percent among Gen Z. He explains why voice is becoming a more natural interface for customers, where it can reduce friction, and why brands should avoid treating it as a one-size-fits-all solution.

The conversation also covers the importance of context, sentiment, and conversational intelligence in customer engagement. Peter shares why businesses need to design processes around the customer first, then apply the right technology, rather than recreating old IVR frustrations with newer tools.

The discussion also looks at voice as part of brand identity, from tone and personality to the long-term emotional associations customers build with a company’s service experience.

Watch the full interview to learn how voice, AI, and communications infrastructure are reshaping customer engagement.