This ebook defines customer engagement as the practice of building meaningful, two-way relationships with customers across the entire lifecycle. It explains how modern brands move beyond one-off campaigns to deliver timely, relevant, and personalized experiences across channels such as email, mobile, web, SMS, and in-app messaging. The ebook distinguishes customer engagement platforms (CEPs) from CRMs and CDPs, emphasizing orchestration and real-time activation over data storage alone. It highlights the business impact of engagement, including increased loyalty, higher lifetime value, improved ROI, and better first-party data collection. Real-world examples illustrate how brands use behavioral triggers, cross-channel journeys, and AI-powered optimization to drive retention, advocacy, and l

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