AI voice agents powered by your customer data platform.
At a glance
Every business has a handful of key points where they lose customers. Often those with high intent who just get stuck in the funnel.
The voice can't replace email, but when a user is trying to book an urgent appointment or their documents get rejected in KYC speed matters.
AI voice agents open up an opportunity to contact these customers in the moment on a low-friction channel and genuinely help them solve their problem. Without being added to a backlog in Salesforce for someone to call tomorrow.
Twilio enables this: Branded Calling shows the brand name, logo and reason for calling on the device and increases answer rates by 21%. Conversation Relay, Agent Connect and Conversation Intelligence combine with Segment CDP to give agents the context they need to actually help. And Segment CDP's behavioural data already provides the right trigger.
Common pitfalls
The voice agent knows nothing about the user. No knowledge of who the user is, their past interactions with your brand and their preferences.
AI Voice should be a low volume, high impact channel. Never spam.
AI agents need to be able to handoff to a human. They provide immediacy but can't solve for every edge case.
The strategic question
The voice channel needs to be used sparingly but is incredibly powerful in moments of high intent.
This presents an immediate opportunity to drive revenue with AI.
Thomas McKinnon
Chief Growth Officer
“Working with Stuart Scott and the Metron Growth team has been an outstanding experience. They bring deep expertise, professionalism, and a true partnership mindset to everything they do… They've also been a valuable sounding board as we explore AI and envision Lula's future state. Highly recommended.”
A voice agent is an AI agent with the power to make and receive phone calls, enabled by Twilio Agent Connect. They work best with rich user context and when triggered by signs of very high intent. We usually link them up to a customer data platform like Segment so they have access to everything you know about the customer. They matter because email, push and other channels are extremely noisy and rarely change behaviour at key moments of friction: failed payments, KYC failures or expensive leads going cold.
Segment Unify creates a single view of the customer across your website, app, CRM system and data warehouse. Conversational Intelligence allows us to enrich this with additional context from calls and messages. This allows us to create sophisticated behavioural triggers in real time, based on everything you know about the customer, rather than broad audiences.
Segment is what the customer did. Conversation Memory is what the customer said. The two are complementary: Segment carries traits, behavioural events and audience membership; Conversation Memory holds summaries, observations and intent signals from every prior call, SMS or chat. Joined together, the agent opens each call with a unified profile rather than a cold script.
Voice should be integrated into your existing lifecycle, working with the same triggers and context. With Voice being used sparingly at the most important friction points and existing channels taking the lead the rest of the time. The CDP connects the different systems with common context and provides a common orchestration layer. See how we approach lifecycle programmes.
We recommend adding consent to Segment CDP and then using Segment to trigger any outbound calls. This ensures that you always have the full context, including consent signals, when deciding who to call. If a user hasn't consented to voice then you can fall back to other channels where they have: SMS, WhatsApp, Email, Push, In-App.
Get started
30 minutes. No pitch deck.
Prefer email? contact@metrongrowth.com
