The role of customers in the era of Customer Engagement | Sundae Talk ep. 2 [en]

How can brands succeed in their customer engagement strategy to get the customers they want? And the role of customers in the Customer Engagement era

Customer Engagement

is more than just transactions. It’s about building an ongoing emotional connection with your customers that fosters loyalty, advocacy, and ultimately, drives business success.

Here’s a deeper dive into its essence:

What it is:

  • An active, two-way relationship: It goes beyond simply providing products or services. It’s about interacting with customers, understanding their needs and wants, and creating meaningful experiences that resonate with them.
  • A journey, not a destination: It’s not a one-time interaction, but rather a continuous process of building trust and relationships throughout the customer lifecycle.
  • Multifaceted: It encompasses various touchpoints, from marketing and sales to customer service and social media. Consistency and seamless integration across these channels are crucial.

Key elements:

  • Personalized experiences: Understanding individual customer preferences and tailoring interactions accordingly.
  • Proactive communication: Regularly engaging with customers through relevant and valuable content.
  • Emotional connection: Evoking positive emotions and building trust through genuine interactions.
  • Community building: Creating a sense of belonging and fostering customer-to-customer interaction.
  • Feedback and action: Actively seeking and responding to customer feedback to improve their experience.


  • Increased customer loyalty and advocacy: Engaged customers are more likely to remain loyal, recommend your brand to others, and spend more.
  • Improved customer lifetime value: Strong engagement fosters long-term relationships, leading to increased profitability.
  • Enhanced brand reputation: Positive customer experiences contribute to a positive brand image and reputation.
  • Better business insights: Customer feedback provides valuable data to improve products, services, and marketing efforts.

Examples of customer engagement:

  • Personalized email marketing campaigns based on customer preferences.
  • Interactive loyalty programs that reward and incentivize repeat business.
  • Social media communities where customers can connect and share experiences.
  • Live chat support that provides prompt and personalized assistance.
  • User-generated content campaigns that encourage customer participation and build brand trust.

Remember: Customer engagement is a continuous journey, not a one-time event. By investing in building genuine relationships and creating positive experiences, you can unlock the true potential of your customer base and drive long-term success.

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