What is a customer engagement platform?
A customer engagement platform is software that unifies customer data and interactions across channels such as email, chat, in-app messaging, social and support, so companies can communicate with each customer in a consistent, personalized way across the lifecycle, from onboarding to support to renewal.
Core capabilities
| Capability | Example |
|---|---|
| Unified customer profile | Account, usage, tickets, conversations |
| Multichannel messaging | Email, chat, in-app, SMS |
| Personalization | Messages based on behavior and plan |
| Automation | Journeys, triggers, AI responses |
| Analytics | Engagement and outcome metrics |
Engagement platform vs CRM
A CRM is a system of record for accounts and deals. A customer engagement platform focuses on interactions and communication across the lifecycle, often pulling data from the CRM.
Where AI fits
AI agents can answer and act across channels using the unified profile, and AI analysis can flag accounts showing risk or expansion signals.
