What Is Customer Engagement?

Customer engagement refers to the full set of activities that companies use to build and maintain direct, meaningful relationships with their customers. In concrete terms, that means that customer engagement is everything your brand’s customer-facing teams do to support a direct connection with your customers. This could be sending a multi-channel marketing campaign through email, push, and SMS, or building a responsive customer journey personalized with each user’s unique preferences and behaviors, or any one of a million other possible customer engagement campaign tactics.

Who Owns Customer Engagement?

In general, marketing owns the day-to-day of customer engagement campaigns at many companies, but the most successful brands out there tend to have cross-functional teams. To ensure the best use of data, strategy, and marketing automation tools, marketing teams need to work together with product, engineering, business intelligence, and more. The more teams at your company that collaborate on customer engagement initiatives, the better the results.

2022 Global Customer Engagement Review

Customer engagement is the secret weapon that differentiates exceptional, enduring companies. But what makes for great customer engagement practices that deliver an impact?

We surveyed marketing executives from across industries and the globe to determine what sets the standard for excellence for customer engagement. Find out what steps leading brands are taking to drive activation, monetization, and retention.

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Is Customer Engagement Effective?

Yes, especially when brands interact with customers through thoughtful, data-driven messages, brands can build strong relationships that drive sustainable, long-term growth. They also see immediate results, as well: For example, when brands message customers on two channels instead of one, they increase the likelihood that customers will make a purchase by 73%.

What Customer Engagement Strategies Actually Work?

At its core, a great customer engagement strategy is all about delivering valuable, personalized messaging experiences to individuals across all the channels they want to interact on. Leading brands do this by using customer engagement technologies to listen to their customers through streaming data, understand their actions, and automate actions. They also over-deliver on respecting consumer privacy.

At Braze, customer engagement is at the center of what we do. To help brands evolve their efforts, we’ve curated this list of effective customer engagement strategies from top brands. Check them out below.