Why Is Customer Engagement Important?

The secret behind most successful businesses is an effective cross-channel customer engagement strategy. We’ve discovered that it decreases acquisition costs, strengthens retention, and increases user lifetime value.

That’s why it’s essential to fully understand what makes a great customer engagement strategy, and how you can assemble the right marketing tech stack to achieve it. Without the right tools, it is nearly impossible to know how your efforts are impacting your bottom line.

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.

2021 Global Customer Engagement Review

2021 Global Customer Engagement Review

We’ve found companies that excel when it comes to customer engagement see higher customer lifetime value and lower acquisition costs, which is crucial for long-term success. As brands rapidly rethink their digital-first consumer experiences in an ongoing Covid-19 pandemic—what does brilliant customer engagement really mean, and is your strategy driving tangible results?

Learn more

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.

Best Customer Engagement Strategies from Top Brands

  • How Canva’s Email Strategy Increases User Engagement

    How Canva’s Email Strategy Increases User Engagement

  • Sephora SEA Used In-App Message Gamification to Increase Purchases by 132%

    Sephora SEA Used In-App Message Gamification to Increase Purchases by 132%

  • Pizza Hut Adds Key New Channels and Drives a 21% Increase in Revenue With Machine Learning

    Pizza Hut Adds Key New Channels and Drives a 21% Increase in Revenue With Machine Learning

  • Birchbox Boosts Conversions 25% With New Email Segmentation Strategy

    Birchbox Boosts Conversions 25% With New Email Segmentation Strategy

  • Babylon Pioneers AMP for Email to Achieve a 20% Increase in Engagement

    Babylon Pioneers AMP for Email to Achieve a 20% Increase in Engagement

  • Skyscanner Boosts Engagement By Highlighting Valuable Features With a Personalized Approach

    Skyscanner Boosts Engagement By Highlighting Valuable Features With a Personalized Approach

Customer Engagement Is Key to the Travel Industry's Road to Recovery

Braze President and CCO, Myles Kleeger, recently chatted with Krzysztof Szymanski, CRM Lead at GetYourGuide for his “Customer Conversations” series on Linkedin Live, to understand how the impact of COVID-19 on travel will shape the industry, lessons learned from a year of fast paced change, and why GetYourGuide is poised to emerge stronger than ever.

Understanding Customer Engagement Benchmarks and Metrics

Looking to understand if your brand’s marketing efforts are guided by the right data? Let’s start with the basics of metrics, and how you can leverage it to build a comprehensive strategy for success.

Understanding Customer Engagement Benchmarks and Metrics

Customer Engagement Platforms: A Buyer's Guide

Choosing a platform that supports real-time, cross-channel customer engagement isn’t just a nice-to-have anymore: It’s a necessity. But finding a solution that’s tailored to your specific business needs, enables you to deliver relevant experiences, and fits seamlessly into your existing tech stack? Not so easy. So where do you start? How do you choose?

Customer Engagement Platforms: A Buyer's Guide