Customer Engagement Software
Term from the CRM Glossary
Definition
Customer Engagement Software refers to digital applications that help companies build and maintain active, personalized, and lasting relationships with their customers. Unlike traditional CRM systems, which primarily serve to manage customer data, the focus here is on interaction and loyalty across various channels – such as email, social media, chat, self-service portals, or events.
These software solutions make it possible to specifically design customer experiences by consolidating and analyzing data from various sources. This creates a 360-degree view of the customer, which in turn forms the basis for personalized communication, automated campaigns, and responsive services.
Functions
- Segmentation and target group addressing
- Campaign management and journey design
- Real-time reactions to customer behavior
- Self-service functions and chatbots
- Integration with CRM, ERP, and marketing tools
Examples
| Gathering Customer Feedback | Regular surveys and implementing feedback promote customer participation. |
| Creating Added Value | Creation of informative content that provides customers with knowledge about products or related topics. |
| Authentic Communication | Showing personality and behind-the-scenes insights on social media channels. |
| Excellent Customer Service | Providing friendly, competent, and straightforward customer service. |