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Industry Research : Global Customer Engagement Review from Braze Finds Marketers are Prioritizing Increased Investments in Customer Retentio

#contactcenterworld, @braze

Braze (Nasdaq: BRZE), a comprehensive customer engagement platform that powers interactions between consumers and the brands they love, revealed findings of its third annual Global Customer Engagement Review. The report examines customer engagement trends over the past year, as customer acquisition costs have soared to unsustainable highs while cost-conscious consumers are faced with more choices than ever in a volatile environment. Findings from this year’s report indicate that even more marketers are investing in tools and strategies that drive activation and loyaltyto meet consumers’ demands.

"Consumers today have high expectations for real-time, personalized communication, seamlessly choreographed across the channels and platforms they prefer, in a way that feels relevant and human. At the same time, marketers are under tremendous pressure to deliver greater return-on-investment, often with smaller teams," said Bill Magnuson, Cofounder and CEO of Braze. "More than ever, it's important for brands to invest in effective tools that enable teams across an organization to combine efforts to quickly reach shared goals. With the right tools, strategies, and expertise, brands can create meaningful experiences that delight consumers, drive value and loyalty, and drive long-term revenue growth."

Key findings from the report include:

The rise of retention as a strategy for marketers to defend their base

The report shows that brands are increasingly focused on defending their base, which is no surprise given the current environment. By pivoting to a retention-led strategy, marketing leaders acknowledge that delivering customer value helps build brand value and loyalty over time — and marketers are prioritizing their spend accordingly. In 2022, 45% of brands said they spent more than half of their marketing budget on retention, up from 33% in 2020. Over the past three years, Braze has seen a 36% rise in the percentage of surveyed companies that are investing the majority of their marketing budget in connection with customer retention. And overall, data shows 83% of the surveyed global companies say that their marketing budgets will actually increase in the next 12 months, suggesting a major surge in marketing spend as compared to 2020, when only 60% of surveyed companies said they planned to increase their budgets.

Leveraging personalization can help marketers break through the noise to reach consumers

One of the most impactful ways marketers can retain and defend their customer base is through personalized, relevant engagement that better meets customers’ needs and provides exceptional experiences at the right time, in the right place. As 99% of surveyed marketers say they will shift their customer engagement strategies as consumers tighten their everyday spending, brands should be well-positioned to better meet customers’ needs and provide exceptional experiences that drive growth. Additionally, brands that leverage cross-channel strategies can drive a 55% higher retention rate across a 90-day span, as compared to engaging via just one channel.

Understanding real-time data is crucial to executing personalized retention strategies

Brands today struggle with data management, and effectively understanding and activating data – especially real-time data – is a crucial part of executing personalized retention strategies. Without a thoughtful data management strategy, marketers cannot gather or act on real-time insights, and can struggle to create revenue-driving consumer experiences, hindering overall performance. Strikingly, 80% of surveyed companies say that they are collecting too much data, resulting in information on hand that they can’t use effectively. As a result, marketers need to be more intentional about what data they collect, while also prioritizing a thoughtful data management strategy that can turn this data into real-time, actionable insights.

In order to combat these data gaps, brands also need to break down the silos between data, engineering, and marketing teams to become more interdisciplinary in their customer engagement strategies. Globally, 60% of surveyed brands say that customer engagement is something owned primarily by the marketing team. Notably, 42% of surveyed marketers said the top challenge around using data for customer engagement is working with internal data scientists/business intelligence teams who don’t understand marketing priorities, while 38% cited a lack of data skills among marketing talent. Now more than ever, marketers that strive to build closer relationships with their data counterparts will be able to better test, experiment, and evolve customer experience in order to improve successful business outcomes.

#contactcenterworld, @braze

Posted by Veronica Silva Cusi, news correspondent

About Braze:
Company LogoBraze (formerly Appboy) is a customer engagement platform that delivers messaging experiences across push, email, apps, and more. Braze is built specifically for today's mobile-first world and tomorrow's ambient computing future. Braze is set apart as the platform that allows for real-time and continuous data streaming, replacing decades-old databases that aren't built for today's on-demand, always-connected customer.
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Today's Tip of the Day - Have Some Fun

Read today's tip or listen to it on podcast.

Published: Monday, March 13, 2023

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2024 Buyers Guide Headsets

All Ears Ltd

Freemate headsets, and sanitary solutions for headsets
Freemate headsets available, corded and wireless for telephony and USB. 3 year warranty compatible with all model phones. We supply accessories from downleads, USB leads, ear cushions, leatherettes and we service call centre headsets, these are sanitised and repaired or serviced as required.

We supply the corporate environment, Government departments, security, medical and professional offices and meet the needs of many of New Zealand's SOHO market.

We can even develop and create one-off solutions for those with mobility or disability limitations opening up a world of freedom in communications. And we like to have fun on the journey.

Comfort Telecommunications

Smith Corona Headsets
3 year warranty compatible with all model phones. Accessories also available. Cords, earpads, etc all factory direct pricing

Headsets Connect

Since 1998, Headsets Connect has been supplying Call Center Grade corded phone headsets, wireless headsets, headset telephones and a wide range of headset accessories to accommodate Medical, Insurance, Financial offices and large Call Centers environments offering you value, comfort, flexibility and increased productivity in your day to day business.


Since 1998 Headsets123 has been supplying Call Center Grade corded phone headsets, wireless headsets, headset telephones and a wide range of headset accessories to accommodate Medical, Insurance, Financial offices and large Call Centers environments offering you value, comfort, flexibility and increased productivity in your day to day business.

Our offices are located just outside of Seattle, WA. We hope you enjoy our wide range of headsets and accessories.


Jabra is a leader in engineering communications and sound solutions – innovating to empower both consumers and businesses. We are committed to letting people hear more, do more, and be more than they ever thought possible. Through sound and video, we help transform lives. Jabra engineering excellence leads the way, building on 150 years of pioneering work. This allows us to create integrated headsets and communications tools that help professionals work more productively; wireless headphones and earbuds that let consumers better enjoy calls, music, and media; and pioneering video conferencing solutions, enabling seamless collaboration between distributed teams. Jabra employs approx. 1,400 people worldwide

JPL Telecom

Based in Dorset, England, JPL designs and manufactures innovative professional telecom headsets. We have a wide range of professional telecom and call centre use headsets in wired, wireless DECT and Bluetooth styles.

Making sure that your customer’s voice can be heard is vital. JPL Telecom ensures that your customer’s experience is first-class. All headsets have our Surround Shield™ noise cancellation to make certain your customer only hears what you want them to hear. Comfortable and attractively designed headsets are built to withstand the constant use in any call centre environment.

Our aim is to continuously improve customer choice, offering a fair price and value to our resellers and end users.

Leitner Headsets

Contact Center Headsets
Over one million North American businesses have purchased headsets from us in the past two decades – we understand headsets.

Leitner Headsets are the most durable contact center headsets backed by a 5 Year Warranty, giving you a best-in-class productivity tool that fits your needs (and your head). As the trusted experts, we make headsets simple to choose, and easy to use.

Unicom Services Ltd.

Contact center headsets and conference solutions
Unicom Services Ltd. is a distributor of professional headsets and communication solutions for all possible applications.

Products and Services:
* Headsets for contact center, office, small office and home, mobile phones, computer headsets and adapters.

* Conference systems - audio video terminals, personal and group multipoint conferences.

* Telecom Products - office wired and wireless phones, dect systems, softphones.

* Video conference software for contact centers and offices.

* Unified Communication Solution.

Xiamen Mairdi Electronic Technology Co., Ltd

Call Center Headsets
Mairdi is a professional call center headsets maker in China. We've designed, produced and exported professional communication headsets for 16 years. Our headsets were exported to over 120 countires in the world.
Our headsets are widely compatible with nearly all IP Phones, desk phones, PC and mobiles. They are all noise cancelling and with built-in hearing protection technology. Our headset accessories are Plantronics or Jabra compatible. All the headsets and accessories are CE,FCC, RoHS certificated.

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