2025年全球客户互动报告：三大趋势及参与度指数

CEOINTRODUCTION02ABOUT THIS REPORT03TOP TRENDS IN CUSTOMER ENGAGEMENT IN 2O2505: TREND ONE: MOLD YOUR MESSAGING06TREND TWO: BUILD TRUST THROUGH TRANSPARENCY12: TREND THREE: ENHANCE EXPERIENCES OVER TIME WITH AI17THE CUSTOMER ENGAGEMENT INDEX21: WHY THE CUSTOMER ENGAGEMENT INDEX MATTERS23: HOW ACE BRANDS GET IT RIGHT23: HOW BRANDS ARE DOING WHEN IT COMES TO TEAMS24: HOW BRANDS ARE DOING WHEN IT COMES TO TECHNOLOGY25CONCLUSION26METHODOLOGY27brage Table ofcontents Welcome to the fifth edition of theGlobal Customer Engagement Review depends on healthy, long-term customer relationships. New users may be drawn in byeye-catching campaigns, but retaining them means connecting with the human behinduser signals that surface with their first engagement, then coalesce over time.When you first meet someone, the conversation is often superficial because you don't understanding of each customer requires flexible, real-time data models and compoundingexperimentation. Many companies can't process these signals at scale, leaving brandsdisconnected from the full humanity of their customers-their passions, their loyalties, and thesurrounding context that influences their behavior. However, combining robust, first-party userinsights with machine learning can help marketers move beyond superficial insights andgeneric outreach to nurture high-quality, mutually beneficial customer relationships.To achieve this at scale, top-performing brands are customizing messaging flows and product yet know them well. But even small talk-when carried out by an active listener-canlead to deeper insights and more fulfilling conversations. The same is true of customerrelationships. As users engage over time, they reveal their true selves to brands that payattention, supporting enhanced relevance through individually tailored experiences.That, in turn, enables more efficient growth and stronger business outcomes. experiences with Al, making their interactions with each user more tailored and responsive.As machine learning continues to advance, breakthroughs in generative Al and reinforcementthe full humanity of their customers-or, to put it another way, to go from being goodconversationalists to great ones. brage In our fifth Global Customer EngagementReview, we're examining thefor(emerging trends)marketers in 2o25. Learn how to build emotionalconnections with customers and harness thepower of AI to drive success. DATA SOURCES This report draws insights fromthe following data sources: Braze gathered insights from 2,300marketing leaders across 18 countries inthe Americas, APAC, and EMEA. Theanswers inform our proprietary CustomerEngagement Index (CEl), which measuresbrand maturity and impact. Braze offers insights from 5.8 billion globalusers, analyzing trends in activation,monetization, and retention, andhighlighting traits of successful brands. mature customer engagement strategy,we spoke with leading brands across Top trends for customerengagement in 2025 TRANSPARENCY OVER TIME WITH AI MESSAGING openness and trust to succeed. technology to get it right. continuous improvement today, with TREND ONE Moldyourmessaging to get it right. 85% of marketing execs areconcerned their messagesaren't hitting home, with54% feeling very or extremelyconcerned. CHALLEngE Marketing leadersworry theirmessaging missesthe mark very concerned about emotionally connecting with customers. about this, seven points higher than other marketers. Leaders who worry about emotional impact tend to drive pushing for course corrections. Technology lets you reach customers one-on-one, but without great content, thoseconnections fall flat. Use both to make your brand something customers truly care about. Soluton CONTENT-DRIVEN APPROACHES(i.e. tactics that focus on message voice, style, and content) TECHNOLOGY-DRIVEN APPROACHES(i.e. tactics that depend on digital tools to execute) Build deeperconnectionsby balancingtechnologyand content Showcasesocialproofthroughreviews,testimonials,anduser : Adjust messages in real-time based on engagement: Automate messages for milestones, achievements, or special. Use images, videos, and GIFs to make your messages popsend-time One of your favorite items just example of how creativity, determination, and the righttechnology can turn data into a meaningful connectionwith your community.MONICA RUIZ, SR. CRM MANAGER, DUTCH BROS 08 CHECK OUT THE TOP THREE WAYS BRANDS PERSONALIZE MESSAGES: Tailor yourtechnology 37% send-time optimization and countdowntimers 39%More likely to use Al to adjust True cross-channel messagingthrives on one unified platform platform for cross-channel engagement. more likely to use 3+ channels, butmany struggle with cross-channelmessaging due to ineffective toolsor processes. their revenue goals useddisconnected point solutions. multiple point solutions has grownfrom 26% to 32%. Are messaging appsbecoming the new email? Messaging apps like WhatsApp and LiNE surpassed email a