Braze Expands Customer Engagement Platform Offering

William Smith

The customer engagement platform’s new features include survey templates

Braze Expands Customer Engagement Platform Offering

The Braze customer engagement platform has announced a range of product and partnership updates. 

The company’s platform provides companies with more control of first-party data in an effort to improve engagement and retention. Data can be collected and activated to tailor customer experiences in response to changing behaviours. 

According to Metrigy’s Choosing the Right Communications Partner, automation of the customer-facing workflow provided the highest return on investment for companies seeking to increase digital sales and win more customers. 

“In order to take advantage of the new opportunities that lie ahead, brands must future-proof their businesses for sustainable growth,” said Kevin Wang, Senior Vice President of Product at Braze. “Renewed economic optimism presents heightened expectations and increased competition for consumer attention, and these new offerings will help brands drive business growth across engagement, retention, and revenue.” 

Among the new features are first-party data capture options such as audience segmentation and message personalisation, including in-app message survey templates which collect consumer preferences and feedback. 

The company said it was also expanding its partner ecosystem via arrangements with customer data platform partners Adobe, Amperity, RudderStack and Treasure Data – allowing companies more options in resolving customer identities. 

“Together, Braze and Amperity offer a tightly integrated solution that empowers brands to form a holistic 360-degree view of their customer, act on insights and deliver highly personalized campaigns at scale,” said Kabir Shahani, CEO at Amperity. “Our participation in the Braze Alloys partner ecosystem helps our mutual customers unlock the true value of their first-party data to achieve stronger business outcomes.” 

Braze’s reporting and analytics suite has also been updated with conversation correlations, which provides insights into the customers most and least likely to convert from campaigns. Its revenue reporting solution, meanwhile, now allows users to link customer engagement with revenue generation via a last-click attribution model. 

Finally, the company’s journey management tool Canvas has received additional components including an A/B testing feature known as Experiment Steps. Alongside that, new MMS contact cards allow users to share brand contact information with customers via MMS message. 

 

 


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