This Braze white paper defines customer engagement as creating meaningful, two-way relationships that enhance lifetime value and reduce acquisition costs. It distinguishes engagement from CRM and CDP systems, emphasizing real-time orchestration and data-driven personalization across channels. The document details benefits—brand loyalty, advocacy, ROI—and shows use cases from FREE NOW, PureGym, and Peacock. It also introduces Braze’s framework for capturing, understanding, and acting on customer data at scale. The guide concludes that consistent, personalized engagement yields higher retention, spend, and customer satisfaction.

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