“We are starting to see companies where not only can they text you but you can text them,” says Twilio CEO Jeff Lawson. “That’s the nature of a conversation. That’s how you build relationships over time. It’s two way. The leading companies are figuring out that actually if you create this dialogue it creates great customer relationships and ultimately creates loyalty with customers. They feel connected to you.”

Jeff Lawson, CEO of Twilio, discusses on CNBC how texting has evolved to two-way communications with customers which is helping drive loyalty and growth. 

Every Company Should Build Great Digital Experiences To Compete

Focusing on customers and focusing on growth is the only way you can (hit a billion-dollar run rate). That’s the only way you can do it. I remember talking to the company several years ago when we crossed the $100 million run rate. I pointed to the billion-dollar number and said this is a market and this is a company that can be one of the rare companies that can graduate from the $100 million status to the $1 billion status.

I’m really proud of what we’ve accomplished. But every step of the way all you can do is focus on customers and continue to be attached to a secular trend. That trend is every company out there needing to focus on building great digital experiences for their customers in order to compete in the modern economy. That’s what we do.

Text Conversations Build B2B Relationships

We just launched a new product a couple months ago called Conversations. It’s not uncommon today, but a few years ago it was novel when a company could text you. Maybe a table is ready for a restaurant or your flight is boarding. Any of those kinds of things. Several years ago that was amazing. And we luckily power a lot of those companies. 

Nowadays, we are starting to see companies where not only can they text you but you can text them. That’s the nature of a conversation. That’s how you build relationships over time. It’s two way. The leading companies are figuring out that actually if your create this dialogue it creates great customer relationships and ultimately creates loyalty with customers when they feel connected to you. 

Text Messages Are Just The Beginning

Think about Tesla. Tesla’s a company where you can text the service manager. Your car is in service and they might try to call you your phone rings and when you don’t know the number you don’t answer it. Now they can text you and tell you what needs fixed and you can text your approval. The companies who really understand how to build a great customer experience are figuring out that text messaging, not just text messages and notifications, is just the beginning. Building relationships is a two way thing. 

Every Company Needs To Use Digital To Connect With Customers

We just focus on the long term. We focus on customers. We focus on helping customers achieve their goals. We focus on the biggest trends that are going on in the industry which is every company needing to use digital to connect with their customers. When times are good and when times are bad every company needs to focus on growing their business, making their customers happy, and making their customers become loyal repeat customers. That’s the business that we’re in.