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Customer experiences that inspire long-term trust
with Jeff Burlin
Senior Director of Executive Engagement Programmes, Twilio
In partnership with Twilio
In this CWO.digital Extra episode, we're joined by Jeff Burlin of Twilio to discuss how to craft customer experiences that grow loyalty and trust in a data -sensitive age.
Customer experience strategy has changed dramatically over the last few years, with data privacy, regulations, and emerging technology all playing key roles. In this evolving environment, experience expertise is more valuable than ever — and that’s exactly where Twilio’s Jeff Burlin excels.
As Senior Director of Executive Engagement Programmes, Jeff has a unique insight into how organisations build trust and loyalty with their customers. So join us, as Jeff and Todd talk about the differences between trust and loyalty, an agentic AI future that enables human innovation, and how to pay close attention to every step of the customer lifecycle in an ever-changing landscape.
Insights you can look forward to in this episode include:
[03:05] The distinction between trust and loyalty building
[05:14] Errors that experience designers keep making
[06:30] The components of a healthy personalisation balance
[09:31] Crafting a trustworthy experience across customer journeys
[13:24] Key considerations for AI implementation in marketing
[16:16] The potential of an agentic AI future enabling humanity
[19:38] Rich communication services and the branded comms revival
[22:58] Recommended reading: Setting the Table by Danny Meyer
[25:20] Important questions for experience experts
Further reading
“AI is an enabler, not a strategy... Start by asking who you’re serving, how do you want to serve them, what do you want to do for them, and work backwards from there.”
- Jeff Burlin, Senior Director of Executive Engagement Programmes,
Twilio
About
the guest
Jeff Burlin
Senior Director of Executive Engagement Programmes, Twilio
Jeff is an experienced transformation strategist and leader with a passion for emerging technologies and driving innovation. He has been recognized for his ability to communicate complex technical concepts, effectively manage teams, and work with business leaders to build solutions that exceed expectations and deliver growth. A former Accenture consultant and Director at PwC Labs, Jeff is now the Senior Director of Executive Engagement Programs at Twilio.