Jeffrey Lawson
Analyst · Piper Sandler
Yes. That's a great question, Brent. This is Jeff. I'll answer it. If you think about the strategy of how companies have gone about adding messaging to their product experiences, natural first step was to add notification because it's easy and it's high value. But then, of course, consumers expect that to be a 2-way dialogue and they reply. What do you usually get back? You get back sometimes nothing. Sometimes you get back a text and data rates may apply, call this phone number. But really, the customer experience that companies are expecting is to be able to reach a person or a system that answers their question. And that's why we've been focusing on products like Conversations that can turn those one-way messages into 2-way conversation. And then on top of Conversations, we've built Flex for the contact center and Frontline for their workers, so it's a front line of serving customers. And so to create all the vehicles for a company to have 2-way conversations, the door is often open to be able to have that conversation with the company by that first outgoing alert notification, the thing that kind of opens the door for you. And I think for us, what we see is the more value we can add into the channel. A, customers get more value on it because their customers are happier. But b, it allows us to build great software products that enable those companies to actually be successful in 2-way messaging because it's nontrivial to build those types of experience. And so whether it's with the contact center, whether it's a frontline worker, someone out in the field, someone doing a delivery or what we're seeing a lot of it is for sales use cases, having salespeople with a open messaging channel open to their customers. These are valuable places where companies can now turn a message, that over the fullness of time, turn it into a relationship. Because if you think about you and your friends or family in that phone, that history of all your messages, that is a good summary of your relationship. That is how we are actually building relationships now digitally as consumers. And companies want to be a part of those conversations, too. They want to be a part of that relationship. And that relationship is not transactional, and it's not just a bunch of alerts, it's actually a 2-way dialogue. And I think that we're going to look back and we're going to see that history of conversation that you have with a company, that starts to become the new customer relationship. It's right there in that thread. And that's what we're helping companies create. In fact, I was talking to a major financial services company recently, and they really saw that vision of that's how we're going to build the relationship. And so I think that's a common conversation that I'm having with executives of many companies who really see that future coming. And we're helping them deliver it with Flex, with Frontline, with Conversations and all the things that we're working on.