Customer Engagement Management: Trends from a Marketer's Point of View

Ellen M Derrico, VP, Product Marketing, Global Technology Solutions, IQVIA, Ellen Derrico is currently leading a transformation for IQVIA Technology Solutions Global Business Unit as Vice President, Global Product Marketing.El... Customer engagement is a business communication connection between an external stakeholder (consumer) and an organization (company or brand) through various channels of correspondence. This connection can be a reaction, interaction, effect or overall customer experience, which takes place online and offline. Customer engagement management has evolved over the years, from account management and campaigns to customer journey mapping, personas, and advanced predictive analytics, with everything in between and surrounding-- including artificial intelligence (AI) and machine learning (ML). Never have customers been more under the microscope, all in the hope of permanently winning hearts and minds. It is getting more and more difficult to maintain customer engagement, with all the new technology developments happening every day.