The 2022 Global Customer Engagement Review Is Here

Today’s brands are embracing customer engagement and it's paying off. But as the bar for marketing experiences rises, how can your company keep up?

Scroll down to explore the biggest trends shaping customer engagement in 2022, and dive into exclusive data insights that will help you tackle today’s business challenges.

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Top Trends for Customer Engagement in 2022

Brands who are confident in customer engagement exceed revenue goals

As third-party data declines, zero-and first-party data becomes more essential

Data management is now the top challenge for brands

Better Customer Engagement and Stronger Revenue Go Together

98%

Of brands that ranked their customer engagement efforts as excellent or good beat revenue goals

48%

Increase of user likelihood to buy if brands utilize a cross-channel customer engagement strategy

4.3X

More purchases per user

2.8X

Lift in user likelihood to buy

57%

These users take action on apps and websites without logging in, continue as “guest” or haven’t been given an official identifier

5.3X

In likelihood to buy when you engage with anonymous users on just one channel

32%

Collecting, integrating and managing data is a top concern

The State of Customer Engagement by Region

The Braze Customer Engagement Index

We surveyed over 1,500 VP+ marketing executives and analyzed Braze customer data to assess the maturity of brands’ customer engagement strategies. The findings show three clear levels of maturity: Activate, Accelerate, and Ace.

Activate

These brands have just begun to recognize customer engagement as important to business goals. They only focus on campaign- and channel-specific solutions with limited metrics.

Accelerate

We see collaboration across departments, a strong experimentation culture, and robust metrics. However, these brands are still campaign-oriented and lack a comprehensive view of customers across platforms and channels.

Ace

At these top-performing brands, customer engagement is lifecycle-centric, owned by cross-functional teams, and built on streaming data.

How Do Brands Around the World Perform Against the Customer Engagement Index?

We plotted survey respondents against the Index to provide a more in-depth understanding of what customer engagement maturity looks like.

Methodology

Decision-Maker Survey:

On behalf of Braze, Wakefield Research surveyed over 1500 VP+ marketing executives from business-to-consumer (B2C) companies with an annual revenue of $10+ million across 14 global markets. We’ll reveal year-over-year trends, top strategies, and the impact of customer engagement on revenue.

Braze Customer Data:

As a leading customer engagement platform that powers experiences between consumers and 1,000+ brands in 50+ countries, Braze has exclusive insight into the marketing and technology landscape. Our research included data aggregated from over 5.4 billion global users to provide analysis for activation, monetization, and retention trends.

Braze Customer Stories:

To demonstrate the tangible success of best-in-class customer engagement strategies, we spoke with leading brands in five industries and three regions.