How to choose a customer engagement platform

This guide examines what customer engagement platforms are and how to select one that fits an organization’s needs. The article explains that CEPs connect customer data to real-time, coordinated messaging across multiple channels to improve retention and enable personalized experiences at scale. The piece compares six major platforms including Braze, Salesforce Marketing Cloud, Adobe Journey Optimizer, Iterable, MoEngage, and CleverTap, and provides evaluation criteria including data architecture assessment, integration capabilities, AI functionality, and proof-of-concept testing with actual customer data.