Why you shouldn’t always build for the 'happy path' - Interview with Sam Richardson of Twilio

Today’s interview is with Samantha (Sam) Richardson, a principal visioneering consultant for Twilio Foundry. Sam joins me today to talk about why many people don’t think very much about customer engagement, how many brands don’t take an inclusive approach to customer engagement, why you shouldn’t always build for the the ‘happy path’, what we can learn from not-for-profit organisations about understanding customers and delivering services as well as some great examples of Twilio clients that she is working with and the sort of results that they are delivering. This interview follows on from my recent interview – To be good at customer experience has to begin with an experiential triage – Interview with Nick Webb – and is number 427 in the series of interviews with authors and business leaders that are doing great things, providing valuable insights, helping businesses innovate and delivering great service and experience to both their customers and their employees. NOTE: A big thank you goes out to the folks at Pega for sponsoring my podcast this month. Pega is a low-code platform for AI-powered decisioning and workflow automation. It’s scalable architecture helps the world’s leading organizations work smarter, unify experiences, and adapt instantly – so they’re always ready for what’s next. Check out the latest from Pega at their annual conference, PegaWorld iNspire, which will focus on how to address constantly shifting perspectives in an ever-evolving world, including guidance, strategies, and powerful tools to achieve resiliency in the face of rapid change. Agenda and registration details can be found at pegaworld.com. The event will be held virtually on May 24 from 9:00 a.m. – 11:30 a.m. EDT for the Americas and Europe and again on May 25 from 10:00 a.m. – 12:30 p.m. AEST for Asia Pacific.