Thursday Apr 17, 2014

Twilio: Democratizing Communications to Build a Better User Experience in the Oracle Cloud

Oracle has a powerful partner ecosystem in the Oracle Cloud, adding value to our applications in many areas. Enabling partners to integrate with our cloud applications is key to Oracle’s “Extending SaaS through PaaS” approach. Sharing our expertise with partners, which helps them to productively build a great user experience (UX), is a major drive of Oracle Applications User Experience (OAUX) outreach.

One of the latest additions to the Oracle PartnerNetwork  is the very cool and happening Twilio. Followers of the AppsLab know the OAUX team loves exploring the UX possibilities of Twilio-based voice and SMS integrations. I took a trip to Twilio's San Francisco HQ to ask David Wacker (@dlwacker) of Twilio Channel Sales and Partnerships to find out more about the whys and hows of integrating in the cloud and simplifying user experience...

Being in the cloud offers the potential to make a major difference with a superior UX. The days of cumbersome, on-premise installations and horrible UX are gone. Now scalable, cloud-based applications, customizable and reflecting each customer’s business, are changing the UX across datacenter management, CRM, marketing automation, and ERP, all driven through how we power communications.

Twilio is a cloud-based communications platform that offers a powerful, open API for building communications applications, what Twilio refers to as "democratizing access" to communication in a traditionally complex and expensive world of telephony.

Using Twilio, developers can easily access the means to create robust communications integrations, fundamentally changing the UX landscape for applications users in the cloud. Twilio’s open API framework means developers can utilize prebuilt solutions in the Oracle Marketing Cloud, Oracle Service Cloud, and Oracle Sales Cloud. Developers can build such UX integrations productively, without the cost and effort normally associated with such projects.

David pointed out a few ways how Twilio enhanced the user experience for Oracle application users, such as the Oracle Marketing Cloud, Oracle Service Cloud, and Oracle Sales Cloud.

Twilio’s seamless integration to the Oracle Marketing Cloud (Eloqua) means that users can just drag and drop the Twilio Cloud Connector onto a marketing campaign canvas to provide for outbound SMS, MMS (multimedia messaging), and voice calls. This delivers a great multichannel user experience, such as for mobile marketing campaigns with pictures or QR coupon codes.

Twilio Cloud Connector

Dragging the Twilio Cloud Connector onto a campaign canvas easily adds Twilio SMS, MMS, and voice to marketing campaigns.

Twilio's embedding of SMS and voice capabilities right into the Oracle Service Cloud (RightNow) means a superior customer experience built in a scalable, flexible way. A service agent can use click-to-call to phone an end customer, automatically creating the event on their system and then recording the call, for example. An SMS capability can also enable customers to chat with service agents using SMS on their phones instead of web chat, if preferred, and more.

Twilio Click-to-Call

Click-to-call for customer engagement, which allows customers to call inbound more effectively.

Twilio's integration into the Oracle Sales Cloud, drives efficiency by simplifying the UX. Twilio uses the Oracle Sales Cloud native CTI toolbar to track and record phone calls, allowing for seamless conference calls, and all integrated to drive sales productivity. For example, a sales rep can use Twilio’s click-to-call to contact opportunities, automated dialing, or conference line bridges powered by Twilio, creating events and logging activities easily within the Oracle Sales Cloud.

Twilio integrated with Oracle Sales Cloud

Computer Telephony Integration (CTI) toolbar for easy access to inbound and outbound dialing in Oracle Sales Cloud powered by Twilio.

David tells me that “Twilio’s integration possibilities are endless. That's the best part about working with developers in the Twilio and Oracle communities; finding new ways to solve user problems, unconstrained by technology or traditional project limitations. I’m excited to explore new and unique ways that the Oracle developer community and Twilio can change the UX landscape in the Oracle Cloud.”

Those are some great UX insights from David, and there are more to come. The OAUX team will be working with Twilio over the coming months, so stay tuned to your usual outreach and communications channels for news and events.

Twilio is also exhibiting at, and sponsoring, Oracle CloudWorld in Chicago on Thursday, April 17, 2014. Stop by the Twilio booth to learn more (or to just say, Hi!), and give the Usable Apps blog a shout-out.

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