Customer engagement refers to the depth and richness of the relationship between businesses and their customers. It encompasses all interactions a company has with a customer and their impact on the customer’s thoughts and feelings towards the company. These interactions can occur through various channels, including retail purchases, commercials, emails, social media, and customer service interactions. Customer engagement focuses not only on selling but also on providing helpful information, personalising interactions, and creating a positive brand perception.

Contact centres play a significant role in impacting customer engagement by ensuring efficient issue resolution, empathetic and engaging interactions, and seamless customer experiences. By utilising customer relationship management (CRM) applications, automatic contact distributors (ACDs), and workforce management tools, contact centres can strengthen customer engagement and build lasting customer relationships. 

Customer engagement is crucial as it boosts customer retention, increases customer lifetime value, lowers acquisition costs, enhances brand reputation, provides valuable feedback, aids in understanding customer behaviour, builds emotional connections, and ultimately leads to increased revenue.