Earlier this year we reported that Twilio was going to launch a full contact center solution called Flex on March 12 — lo and behold, today is March 12 and Twilio today announced the launch of Flex at the Enterprise Connect conference in Orlando. Flex brings together virtually every part of the existing Twilio infrastructure and platform for developers that already power nearly 40 billion interactions a year and bundles it with a rather slick user interface for companies that want to set up an out-of-the-box contact center or update their existing deployments.

Twilio’s expertise has long been in providing backend communications services and its design expertise is mostly in building APIs, not user interfaces. With this move, though, the company is giving enterprises (and this product is meant for the kind of companies that have hundreds or thousands of people in a contact center) a full stack contact center with a full graphical user interface.

As the company’s head of its contact center business Al Cook told me, though, the main design philosophy behind Flex is to give users maximum flexibility. He argues that business today have to choose between going with products that they can’t customize themselves, so that they have to rely on expensive outside vendors that will do the customization for them (which also tends to take a lot of time), or a SaaS contact center that can be quickly deployed but is hard to scale and lacks customization options. “Think of Flex as an application platform,” Cook told me. It takes its cues from Twilio’s experience in working with developers and gives…

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