Customer Engagement Platforms: How They Improve Customer Retention and Acquisition

Customer Engagement Platforms: How They Improve Customer Retention and Acquisition

Anna Kozień - Head of Sales
7 minutes read

Did you know that, in 2022, 3,000+ leading decision-makers increased revenue by 70% by investing in digital customer engagement solutions? (Twilio)*

As such, there should be no doubt – to keep up with the acceleration in digital customer engagement and retain your clients for longer, your strategy must evolve.

It's time to interact with clients through customer engagement platforms.

*By 2025, these companies expect to invest almost twice as much.

What is a customer engagement platform?

A customer engagement platform (CEP) functions as a bridge between companies and their customers that connects them together. It’s a tool that offers powerful features for streamlining omnichannel communication whilst allowing flexible workflow among support teams.

The result? Enhanced engagement and better impressions from the first interaction onward.

This solution makes every customer feel important by giving them quick and accurate assistance.

CRM vs. customer engagement platform: The difference

The description of the CEP solution might bring to your mind another tool – a customer relationship management (CRM) system. Understandably, there can be some confusion over what the difference is and which one would be right for your business.

Despite the fact that both tools manage customer interactions and are dedicated to improving the brand-client connection, their capabilities are actually quite different.

To put it simply:

A CRM is like a virtual assistant that keeps all spreadsheets, databases, and apps for recording customer data organized in one efficient platform. It brings together all the details – customer feedback, emails, messages, calls, scheduled meetings, as well as purchase histories and quotas.

Some of the most well-known CRM tools are HubSpot and Salesforce, both of which help thousands of businesses manage their customer relationships daily.

CEP tools go a step further than these giants. Besides all the above mentioned functions, CEPs enable companies to provide more personalized experiences to customers through a combination of artificial intelligence (AI) and machine learning.

Marketers can use these technologies to collect valuable data from various touchpoints, gain insights into customer behavior, and optimize the customer journey accordingly.

How does a customer engagement platform work?

In order to clarify things even more, let's take a closer look at the key features that a CEP has in general among its offerings.

Cross-channel communication

Developing cohesive communication across web, mobile, and in-app experiences is crucial for providing the best customer experience. The top CEP tools offer extensive messaging options and integrated email management.

Data exchange

Businesses of the 21st century know how to take full advantage of integrations. There is no need for manual input – everything happens automatically now. Built-in CEP tools can unify the data across your current tool stack.

Real-time analytics

CEP tools give you the opportunity to track user behavior and get real-time data about trends. Thanks to that, you can make data-driven decisions and minimize the risk of taking reckless steps.


You can use the knowledge gathered about your clients further to personalize their experiences. With tools like Twilio, you can uncover valuable insights into consumer behavior to create a clear picture of the customer journey, allowing you to know them better and tailor messages according to the context.

Lifecycle optimization

How about a solution that gives you a holistic view of each customer's experience and optimizes their lifecycle so that they make purchases and stay with you longer? CEPs go hand-in-hand with engagement tools and flexible analytics solutions for a truly optimized customer experience.

Benefits of customer engagement platforms to retain customers and acquire new ones

Customer engagement platforms have made it easier than ever to connect with customers and build long-lasting bonds. We have already mentioned many pros, but they are just the tip of the iceberg of what CEPs have to offer.

#1 Better understanding of customers

Keep your customers connected to your brand by understanding who they are and what they need. As your business evolves, your customers will change as well. Therefore, it is absolutely necessary to stay on top of these changes and tailor your products and services accordingly.

#2 Increased revenue

Through CEP tools and the insights they provide, you can optimize your engagement strategy. In turn, you’ll be able to target leads more skillfully and generate higher revenue. Aside from that, CEPs also allow you to identify gaps to fill and aspects to change, which will seal budget holes and save money.

#3 Reduced customer acquisition costs

Imagine being able to track customer journeys all the way from initial contact to the point of purchase. With such data in hand, you know, for example, what messaging works and which channels drive conversions. CEPs show you how to minimize costs related to acquiring new customers by delivering messages at the right time and frequency, without wasting a cent in return.

#4 Boosted engagement and generated leads

A good CEP enables you to create more meaningful conversations with your customers and increase engagement levels. For example, you can automatically send cart abandonment notifications or create onboarding campaigns to connect with your customers faster (and much more easily).

#5 Ability to measure and track performance

With data, you can do it all – create a seamless experience across each channel and deliver top-notch personalized campaigns. A good CEP should enable you to measure campaigns through analytics and track progress against goals. Look for one that allows you to adjust strategies in real-time.

Note: With Twilio, you can collect, standardize, and unify all of your customer data using a single API. With Twilio Flex, Polcode developers can seamlessly deploy this functionality without coding from scratch and in a fraction of the time.

#6 Improved customer service and support

Whenever issues arise or requests come in, a CEP delivers maximum satisfaction with support. Clients receive answers quickly, which is especially critical for those queries that could potentially be damaging if not handled promptly. What’s more, some CEPs offer push notifications so you can respond more swiftly to inquiries and not leave your clients waiting too long.

#7 Streamlined communication

CEPs also combine the power of customer data and automation. Automated messaging options, email delivery, and reactions based upon consumer behavior all make it easier for businesses to communicate with customers. No more switching between different channels – it's all under one roof now.

#8 Efficiency and scalability

CEP tools are essential for driving overall team productivity and keeping processes running smoothly. They allow businesses to tailor their operations, creating organizational efficiency from top to bottom with streamlined workflows across the board. This results in improved back-office functioning and maximum output.

Tips to implement a customer engagement platform with success

Polcode developers have a wealth of experience deploying customer engagement solutions for e-commerce and website projects. For seamless integration, we’ve rounded up our experts' best tips so you don't have to start from square one.

Tip 1: Take a closer look at your customer engagement strategy

Before you even think about investing in a CEP, you must make an honest assessment of the current customer engagement strategy. For sure, there will be some aspects that don't work as they should.

Perhaps internal communication is sluggish or obtaining feedback takes too long. Keeping track of these flaws will guide you in the right direction throughout the entire implementation process.

Tip 2: Find out what the core features are

Creating a list of essential features can narrow down your options. It's strictly linked to the elements that need improvement. Prioritize them first, then consider some additional features that would be great add-ons but are not necessities that will determine your choice.

Tip 3: Team up with skilled developers

The key to implementing the best solutions is finding people who share your values for achieving the same goals together. As such, choosing a dedicated development team to work on your customer engagement strategy will enable you to make the most out of the benefits that a CEP has to offer.

Polcode is a trusted name when it comes to Twilio Solutions. As Twilio-certified developers, we have the expertise and knowledge needed to create a world-class customer engagement platform. We build on all that Twilio has to offer so you get exactly what your business needs to boost customer retention and engagement.

🟪 Check how Greenway - the largest electric vehicle (EV) charging network in Poland, implemented Twilio IVR system to give callers the support quality they deserve.

Tip 4: Integrate a CEP with your current tool stack

Your team of developers must be able to integrate a CEP with the tools that you already have in your toolkit. This is the only way to create a robust and efficient ecosystem on one single platform. You should be able to transition seamlessly without affecting performance. Omnichannel communication is, after all, the foundation of a modern customer engagement strategy.

Tip 5: Create an automated personalized customer journey

Automating your customer journey can enhance the overall experience. Customers get what they want faster and, more crucially, at the right moment. Your customers will receive an email as soon as they abandon their cart or get connected with the first free agent if they have a problem. In turn, this makes them feel valued, building much-desired loyalty.

Tip 6: Focus on onboarding

There are so many concerns to deal with that it's easy to overlook the fact that a CEP is most beneficial if it’s used to its full potential. Teach your team how to use the tool's features well before doing so in practice. Have your employees complete training and onboarding before using the tool fully.

Twilio Flex alternatives

Just like there are plenty of fish in the sea there are numerous alternatives to Twilio Flex, even though it is a giant shark among them. Don’t limit your options – explore the possibilities and find the solution that best aligns with your business goals.


Talkdesk is one of the most popular cloud-based customer engagement platforms available, known for its user-friendly interface and ease of use. It keeps your customers in the loop by providing real-time monitoring, a clear visual display of their journey, and automatic notifications.

Ormandy FrontLine

This is a tool that lets your agents respond quickly to any inquiries. Its customizable workflow allows businesses to tailor customer service operations and meet demanding consumers’ needs. It also provides a robust reporting module that offers insights into customer engagement.

Zendesk Talk

Certainly, Zendesk Talk's ability to integrate seamlessly with the rest of the Zendesk suite (ticketing, chat, and knowledge base) is among its greatest assets. Having all of these features in one place makes handling customer interactions a breeze.

Genesys PureEngage

A tool that provides a customer-centric approach across all channels. It works particularly well for large businesses seeking end-to-end solutions for offering a superior customer experience.


The Five9 cloud engagement platform promises to harness the full potential of cloud computing. With its available features, it enables users to engage across multiple channels, streamline operations, and enhance overall business agility.

Note: All of these options offer great capabilities and features, but if you want to create a truly unique customer experience, none of them will give you the same flexibility and customization as Twilio Flex.

Customer engagement platform: on target

A good customer engagement platform will improve your customer's experience with your product and brand as a whole. Your response time will be shortened, and customers will become more loyal and happy.

With the features that CEP tools provide, you can provide your customers with the best experience possible.

Want to integrate a customer engagement platform into your existing system? That's no problem for us. Get things done with the assistance of Polcode developers, and don't compromise on your website performance.

Let's work together to boost your customer engagement project. Get in touch!


Watch the recording of our recent webinar organized together with GreenWay and Twilio! 🚀

In this webinar, we demonstrate how GreenWay improved customer engagement by implementing Twilio Studio with the assistance of our team. A sneak peek into the results reveals that end users experienced a smoother, quicker, and more efficient process when accessing GreenWay's call support.

On-demand webinar: Twilio implementation in GreenWay

Check how GreenWay improved customer engagement by implementing Twilio Studio with the assistance of our team.

On-demand webinar: Twilio implementation in GreenWay

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